女 (NU) – Gender Discrimination Awareness for D&AD

THE PROBLEMS & INSIGHTS
-
Women is seen as less physically, less intellectually, less physiology, object of sexual desire and primary source of child. Due to this, only 63% of the female labor force worked in 2017, down from 65.5% in 2007 and pay gap increased to 67% in 2010 from 78% in 1990. This facts made China rank 103rd out of 149th countries in the world for Gender Parity this year.

SOLUTION
-
Joyce Cheng (鄭欣宜) – Goddess (女神)
Using this song, we target chinese female employee to be confident of who they are and embrace their own beauty despite of all the discrimination towards them that leads to the headline “I Am Who I Am” / 我就是我

VISUAL
-
The word Women in Chinese, 女 ((NÜ), is the main focus of my design.

The typography is designed using cloths and flowers wore by the Chinese Goddesses, which represents the title of the song, Goddess. In it, different colours are used in order to show that everyone has their own individual qualities just like how each different colours have its own beauty. Women should embrace their flaws and qualities regardless of the negativity they face.

To know more visit my behance:
https://www.behance.net/claren_khod10d?tracking_source=search_users_recommended%7Cclarentia%20k