UNFPA ‘Bodyright’
Role
Design Lead
Design Director
Deliverables
- Campaign visuals
- UI assets
- Image retouching
Shaping Visual Language for a Global Social Campaign
As the Lead Designer for this project, my role was multifaceted and required both technical skills and a understanding of the social and cultural sensitivities around the project’s core issue. Central to my responsibilities was high fidelity retouching of models’ photographs, a task that necessitated meticulous attention to detail to maintain authenticity while incorporating the symbolic ⓑodyright element.
Following the client’s specific brief, I conceptualized and designed social graphics with a distinctive glitch effect, which served to simultaneously attract viewer attention and underscore the campaign’s key message. The glitch effect was not only a visually appealing design choice but also a metaphorical representation of the dissonance in how women’s bodies are treated online versus the stringent protection afforded to copyrighted material.
I also contributed strategically to the campaign’s multi-platform approach. I helped in shaping the visual language that unified all campaign materials, ensuring consistency while maximizing visibility.
The success of this campaign is demonstrable in its wide-reaching impact, with an estimated global reach of 1.2 billion across social channels.
Claim the copyright of your body
To launch this campaign, we partnerd with Rakaya Fetuga, award-winning poet and spoken-word artist from London and of Ghanaian and Nigerian descent. Spoken-word provided an avenue to highlight and humanize the harms of online violence, without relying heavily on technical or academic-sounding language. Rakaya crafted a powerful piece and delivered it on film, creating a piece of earned-centric creative we used to land an exclusive in Teen Vogue, targeting a Gen Z audience. The film also generated global impact with coverage in outlets across the U.S., UK, France, Italy, Singapore, Canada, Mexico, India, Egypt, Cuba and others.
The core of this online and social media campaign is the bodyright symbol that can be added to any image of a human body directly on social media, stories as stickers, and as a downloadable version that can be added to any photo.
Press Coverage
- 532 pieces of coverage across online news/ blogs (and counting). Online highlights include media exclusive with Teen Vogue, international coverage from Agence France-Presse which was syndicated globally, and coverage in leading outlets such as Independent and France 24
- Broadcast interviews included Sky News, Cheddar, Newsy, BBC World Service, and mentions across BBC Radio 4’s Today
- 1.2B – Estimated global reach across social and online news channels
5.3K – Direct mentions
79.1K – Engagements
Bodyright Campaign’s Photo Shoot
A Glimpse Behind the Camera. Witness the Creation of the Bodyright Campaign’s Powerful Imagery.
