CONSIDER CREATIVE AGENCY
Amnesty International
Two years after the anniversary of the Taliban's takeover in Afghanistan, the situation for women and girls in the country was terrifying. Amnesty International UK needed to inspire people across the UK to take action and fight alongside the women and girls resisting the rollback of their rights. The appeal focussed on the many ways the Taliban have betrayed the Afghan people.
We started with their promise to keep girls in education - a promise brutally broken when all secondary school girls were banned from the classroom indefinitely.
Objective:
To create three routes featuring the stories of Afghan women and girls in their own words. This appeal exposes the Taliban's abuses and calls on UK supporters to fuel the fightback.
Chosen concept
KNOWLEDGE IS POWER
Influenced by the classroom, I designed a chalk on chalkboard effect for the outer.
This is the simple reason why anyone looking to run a successful totalitarian regime will start by banning girls from education. It’s what the Taliban did, with heartbreaking panache, when they came back to power in Afghanistan in 2021.
They allowed schools to bring in all their excited female pupils for the first day of a bright new term, only to order them home and close the school gates to them.
In doing so, they are depriving Afghan girls of one of the most basic human rights: the right to an education. And when human rights abuse starts this early, there seems to be no hope of a decent future.
The Taliban knows this. But so do we. And our knowledge means we have the power to change things. Today, we ask Amnesty’s supporters to use that power.
Booklet cover:
Outer:
Inside spread:
A6 action card:
Printed pack all together:
Development
Developing 3 concepts around exposing there stories the ideas, Talliban lies betraying people and how women are refusing to let history repeat itself. Imagery was a great challenge on this brief as women aren’t allowed to show their faces in public anymore, so getting this right to show they had a voice was crucial, there was a lot of image bank digging!
Experimenting with different treatments such as using women’s name that had been affected and different layouts such as time lines of the control.