Why red? Since the REDDress campaign, red has been associated with the MMIWG in Canada – I chose a scarlet red to work alongside this campaign and for those that have seen that campaign, they can make the connection straight away that it is about murdered women as it also resembles blood.
The type on the sticky note is supposed to look friendly and approachable, and the hastagh word is on a “hand lettered” font – to make it resemble like someone wrote it yet it looks clean and readable.
#meetHer hashtag was a bit harder to nail down as I was trying to keep things on the positive side, it went from #nowshecant to #meetHer, and I think that it adds a new layer of humanizing the faces and names, which is the main goal of the campaign.
Putting the unexpected (red sticky notes) on the expected will create constrast and draw attention. People mostly use sticky notes to write things that they “need to remember”, so I drew inspiration from that.
I want to use the image on trucks along the “highway of tears” to spread the message as a way to let native communities and other passer-bys know that people care.
The website’s theme (somber and emotional) is done in such way so the viewer can be drawn into. We react to things that stir our emotions.
People can help spread the message by being able to purchase sticky notes themselves – We tend to remember experiences more than just information, so a way to get the public involved, while raising money for the NWAC, is to let them buy and paste their own sticky notes.
Through the website, people can request names to get printed – a way to personalize the guerrilla campaign even more.
To humanize a number – to reattach the same worth that lives have, rather than just another face and name added to the list.
When doing research on my topic, I noticed that the media always mentioned the negative aspect of a missing person – usually highlighting, if the case was, that they were drug addicts or sex-trade workers or had any family problems.
That automatically attached a negative image, staining the person’s name and memory, but let’s not forget that they were people, just like you and me. They had hobbies, likes, dislikes, family, a community and so much more, yet the media portrays them as if they are worth less.
(screenshot from CBC.ca)
Self grade: I would give myself an 8/10 or something along those lines.. I created a very sound brief with a good solution to the problem. I wish I could exectute this campaign to see the outcome of it – I deeply believe that it would resonate.
The cool thing is that when I was taking my pictures for my photoshoot and my mock-ups people actually stopped and were reading and asking questions. So Cool!
MEET THEM Campaign
Client: CBC in partnership with the NWAC
This project aims to remind and inform people that this is a crisis and that it should not be swept under the rug. I have found that the news of missing people aren’t really highlighted and they are hard to find on print or major news outlets– it is something that should be more displayed to raise awareness.
This topic is of outmost interest to me as I come from Mexico, where there is a national crisis for murdered girls and women throughout the country. In the last 10 years, there have been over 23,800 reported cases of murdered women. 23,800 in just 10 years. Let that sink in.
Using a guerrilla approach to this campaign, we will cause an emotional response that will trigger curiosity on the viewer. We are trying to create awareness within the Canadian population about the ongoing and the countless missing indigenous women issue across Canada. Hopefully this will inspire people to engage in dialog on the matter and to educate themselves on an issue that affects all Native communities.
Sticky notes will be placed in random areas – bus shelters, libraries, inside books, magazines, walls and so on. It’s meant to catch the viewer as it will be something unexpected.
Big square billboards and other print media will be used to echo the sticky notes.
Buses/trucks that transit the “Highway of Tears” will be used as a canvas for the project.
“We remember them”
- Guerrilla Campaign of RED sticky notes.
- Webpage content:
Meet them – this will be a redesign of cbc’s missing page where they have a small profile and info about the missing women, but rather than focusing on the case it will focus more on the person.
Donate – money that will be donated or raised will go towards the Native Women’s Association of Canada.
Request a name – People can request and submit names that will be printed and sold in coffee houses, libraries and other high transit areas
About – About the project, the artist and the sponsors