70th Anniversary of the Universal Declaration of Human Rights Campaign [GRAPHIC DESIGN]

[GRAPHIC DESIGN]

70th Anniversary of the Universal Declaration of Human Rights Campaign

Medium: Adobe Illustrator, Adobe Photoshop // Role: Designer

The brief: For the 70th Anniversary of the Universal Declaration of Human Rights (the “UDHR”), create a branded campaign and visual assets for email and social media to raise public awareness about this historic international agreement. Encourage Americans to “stand up for human rights” in their local communities.

*Campaign kick-off gif: Incorporating movement, text, and image variety. [Sarah Hopkins — Gif created in Adobe Photoshop, incorporating still images courtesy of the United Nations and stock images.]*

Objective and Background:

For the 70th Anniversary of the Universal Declaration of Human Rights (the “UDHR”), UNA-USA launched a campaign to raise public awareness about this historic international agreement. The idea was to encourage Americans to “stand up for human rights” in their local communities, first by signing a pledge, then by engaging locally in their towns or cities to help combat a human rights issue.

Process and Outcome:

We sought to keep the tone of the campaign positive, using uplifting imagery paired with the tagline “Human Rights, Close to Home”. We also decided it was important to showcase the actual document, which the United Nations provides in the form of a little blue booklet, which you see in the images below. We gave these booklets to our volunteers and instructed them to take photos holding them up in their hometowns to generate user content, which we shared on social media throughout the month. The image in the first two pictures below is a photograph of my hand laid over multiple solid-colored backgrounds to let the UDHR document stand on its own. In these designs I experimented with pastel color-blocking, a visual aesthetic trend that is popular among millennial audiences. Fashion brand Kenneth Cole borrowed the image for use on their corporate social media channels to promote the 70th Anniversary of the UDHR.

The visual identity for this campaign was loosely defined and user-generated in nature, which allowed me to create assets that looked related but stood out against our other similar content. This awarded our audience a sense of individuality, while also promoting community.