Dear friend,
2019
Final major project
A campaign against emotional abuse.
This campaign is aimed at both the victim and their friends and family to initiate conversation, suggest the right way to approach your friend and signs to look out for. It's common for victims to push their loved ones away making them more isolated, in turn they don’t have anyone to look out for them or tell them something’s not right. In this instance we want ‘Dear friend’ to be the support they need when no one else is.
The Concept
This project was deeply rooted in primary research. During my conversations with one of my case studies, she shared that subtle comments and questions made her realise something wasn’t right, and that if they had occurred more frequently, she could’ve recognised the signs sooner. Unfortunately, not everyone has someone checking in on them.
This insight inspired the concept of "Dear Friend." I collaborated closely with my case study to craft questions that would not only raise awareness but also encourage self-reflection and build confidence. The idea of handwritten letters was chosen to evoke emotion and create a personal connection, reminding recipients that they are not alone.
The motivation
The contrast between the awareness being black and white, simple hand written letter design as a hard hitting yet personal approach. In comparison to the motivation posters, bright and eye catching to uplift to viewer. Bringing in the next phase of the campaign to encourage them that there is hope and things can be better.
This balance delivers a hard-hitting yet personal message.
"IF THIS PROJECT WAS AROUND WHEN I WAS GOING THROUGH THIS, IT WOULD'VE MADE ME REALISE A LOT SOONER AND GIVEN ME THE CONFIDENCE TO REALISE MY SELF WORTH. THE FACT THAT IT'S IN A POSITIVE MANNER WOULDN'T MAKE ME DEFENSIVE BUT INSTEAD QUESTION THE RELATIONSHIP I WAS IN."
Meisie Beer
Alcohol is no excuse. Abuse is never justified.
Men who are dependent on alcohol or drugs are six times more likely to be abusive toward their partners. But many perpetrators remain violent and controlling even when sober. That’s why this campaign uses non-alcoholic beer as a creative tool to raise awareness and reach those affected by domestic abuse.
Each bottle carries a discreet yet powerful message. The label features words of empowerment, which can be peeled back to reveal a helpline number and a link to the ‘Dear Friend’ website for more support. This label acts as a pocket-sized lifeline, easy to take away and access later. Underneath, a second empowering message is revealed, offering strength and encouragement to those who need it most.
![Beer-bottle-].avif](https://static.wixstatic.com/media/3e4d2e_e8ed85d7307e4ab2821e792291fd0fd2~mv2.avif/v1/fill/w_496,h_490,al_c,q_80,usm_0.66_1.00_0.01,enc_avif,quality_auto/Beer-bottle-%5D.avif)
