Communication campaign created as a group (art direction: Filippo Fabulli, Zelda Zof, Maria Meola) for the Spot School Awards competition, following a brief launched by Caritas to address the issue of the gender gap.
The Concept
To combat an issue that is often allowed to persist unnoticed, Caritas launches a campaign that uses the urban context to bring visibility to gender discrimination. The main action involves a metaphorical reinterpretation of various elements found in the Milan metro, such as the yellow line, train seats, and carriage doors. Each metaphor will serve as a voice for a statistic related to gender disparity.
The Payoff
The campaign tagline, "Mind the (gender) gap," reappropriates one of the most well-known phrases from underground culture to highlight the disparity between men and women.
