Machismo Campaign
Awareness Campaign
Project Type
Awareness Campaign
Deliverables
Poster | Informational Brochure | Social Media | AR Component
Overview
In partnership with the Purple Door, a non-profit organization made to help victims & survivors of domestic violence, Be Strong Enough is a campaign made to bring awareness to the harmful effects of hyper-masculinity around the Coastal Bend.
Solution
We were free to take the campaign in any direction we pleased, as long as the main concept was awareness. I focused on our Hispanic population in Corpus Christi, and created a unique and cultural campaign based on Machismo, a spanish term loosley translating to someone who is extremely masculine.
The Problem
Machismo’s basic definition could be summed up as having “manly pride” in the Hispanic community, but it’s a very open term to many people. To the older generation, it could mean being “man enough” to provide for & protect his family; however, to the younger generation, it could mean a father who comes home to beat his wife. Be Strong Enough is a campaign targeting these definitions and asking men to look at themselves and help redefine the term.
AR filter attached to the campaign
The Brainstorming
I performed extensive research and note-taking from Purple Door to learn more about the psychological and cultural effects of Machismo. One major issue I knew I was going to face was that the audience would feel like they were being called out. To avoid this, I set out to create a symbol of a new definition of “Machismo”. To the left, you can see a series for Mr. Machismo, who is the face of the campaign.
Final
Mr. Machismo Sketches
Creating the App
The main target audience for this campaign was the Hispanic male population in south Texas. Knowing this, I utilized bright colors that you would commonly see in the Hispanic community for festive occasions, such as pink, yellow, and blue. Of course, I also had to add the signature purple for the Purple Door. The type has a rough texture to it to create a hand-written/painted tone for the campaign. Lastly, Mr. Machismo himself. He’s a luchador, a noticeably buff one, who has the classic “macho” mustache. While these are all very stereotypical masculine traits, he’s also wearing purple slippers, a pink apron, and adorns a heart on his mask. The idea of Mr. Machismo is that he’s so masculine that he is not afraid to take on more “feminine” traits because he knows who he is and doesn’t need to prove himself. The entire campaign’s goal was to open the conversation with an eye-catching color palette as well as a fun mascot, to show that talking about Machismo doesn’t need to be scary.
Poster & Brochure Mock Up
Collateral
Purple Door Social Media
Brochure Mock Ups
Exhibition Social Media