frauen können alles.
« women can do anything », a poster series with a provocative spin on feminist communication design.
although large parts of society believe they are fully informed about sexism, many still carry deep-seated biases without realizing it. to reach and raise awareness among this audience, the campaign confronts viewers with their own prejudices about gender. instead of using a typical feel-good slogan, it shockingly demonstrates that women are truly equal to men in every aspect of life. to illustrate this, images of real, notorious female criminals are used.
this campaign was created for a course on evidence-based mass communication. to achieve the most effective visuals, the key design elements of over 200 existing campaigns and subjects on the topics of sexism and gender equality were analysed using the qualitative analysis software maxqda and evaluated based on criteria such as recognizability, persuasiveness, and progressiveness. the insights gained from this process were then used to develop new campaigns.
