“Cap a una Normalitat Feminista” (Towards a Feminist Normality) is a campaign developed for the 8th of March of 2022 commissioned by Departament d’Igualtat i Feminismes of the Govern de la Generalitat de Catalunya.
Hoping to evoke reflection on what does “normal” mean when you’re a woman, we created a campaign that links to the current moment of society, speaking directly to the women of this day and time. The voice is warm but straightforward and the visuals are simple yet motivating. The goal was to graphically represent what we, as women, are doing in real life: shaping the forms of what we hope to see.
The campaign consisted in four posters and a series of social media pieces portraying some of the values included in the feminist normality, two video scripts and one radio.
TRANSLATIONS
– A lower salary for the same work is not normal. That which we call normal should be a lot better. Let’s walk towards a feminist normality.
– To be misjudged because you’re a woman is not normal. That which we call normal should be a lot better. Let’s walk towards a feminist normality.
– To be called “sweety” or “baby” at work is not normal. That which we call normal should be a lot better. Let’s walk towards a feminist normality.
– To be made to feel less of a woman for not having children is not normal. That which we call normal should be a lot better. Let’s walk towards a feminist normality.
– That feminine hygiene products are not considered essential items is not normal. That which we call normal should be a lot better. Let’s walk towards a feminist normality.
– Doing all the housework by yourself never having resting, free time is not normal. That which we call normal should be a lot better. Let’s walk towards a feminist normality.
– Hearing unrequested comments on your body is not normal. That which we call normal should be a lot better. Let’s walk towards a feminist normality.