Briefing
9 out of 10 women have experienced sexist harassment and/or sexual assault. While you may never be among the harassed, you will likely belong to another crucial group: the witnesses. Often overlooked, witnesses have the power to make a real difference. Together, equal.brussels, safe.brussels, and air Brussels launched the FAM campaign—a ‘family’ of watchful and caring witnesses, encouraging Brussels residents to step up when needed.
This campaign was broadcast throughout Brussels in both French and Dutch.
Here you can find the video of the campaign => https://www.youtube.com/watch?v=ecfmSGY2928
My role
I was tasked with creating the visual identity for this campaign, which tackles harassment in public spaces—a critical issue for everyone. By incorporating graffiti elements, we added an urban, activist tone. I integrated the eye symbol into the text, co-designed the logo, and selected typography and colors for a cohesive and powerful look. Additionally, I developed design variations across different media (OOH, tram, bus, etc.) to extend the campaign’s visibility.
Concept
The campaign's design uses graffiti to emphasize its urban relevance, with the eye symbol representing vigilance and action from witnesses across the city.
To intervene, yes. But how? Each member of FAM is invited to apply "the 5D rule": distract, delegate, document, direct, and dialogue. A method already known to insiders that Equal Brussels and Air have adapted into a series of golden rules, which, when combined, form the code of honor of FAM. Rule #2: We use our imagination to divert attention. Rule #3: If we don't know how to help, we know how to film. Rule #19: We pretend to be friends if we see that you are in trouble. These instructions and many others are explained in the campaign film by the founding members of FAM. They will also be posted all over Brussels to encourage and guide the members.
Client : Equal Brussels - Safe Brussels / Agency : air Brussels / Creation : Arnaud Bailly, Edouard Coune, Anouk Lemm, Maxime Dereeper, Marie Paris, Marc Richard Vander Heyden /Strategy : Michelle Defooz / Design : Aurélie Prestigiacomo, Chantal Gillet / Motion design : Boris Delire / Account Manager : Laurie Parres-Albert / Account Executive : Anastasia Bousson
