The International Center for Research on Women (ICRW) is a global research institute working to empower women, advance gender equality, and fight poverty in the developing world. To accomplish this, ICRW works with partners, including the United Nations, to conduct empirical research, build capacity, and advocate for evidence-based, practical ways to change policies and programs.
Violence against women is a global challenge that impacts women, their families, communities and entire nations. 1 in 3 women will experience some form of violence in their lifetime. ICRW, with the United Nations Joint Global Programme on Essential Services for Women and Girls Subject to Violence, partnered with Teal Media to create a series of infographics and an animated video to raise awareness of and possible solutions to the epidemic of violence against women.
ICRW provided Teal Media with examples of previous work that had been used to raise awareness about this important issue. We wanted to build on the previous work that had been done by using a similar visual foundation, but evolve the look and feel of the new graphics to reflect the seriousness of the issue.
To personalize the story of violence against women, we decided to to tell the story through the eyes of a single woman—‘Sara’. Sara’s struggle would be representative of every woman’s struggle. Because we wanted to tell the story of women around the world, Sara needed to be globally inclusive with skin, hair, and clothing that would appeal to a wide audience. We needed to give our audience someone they could empathize with and champion.
ICRW and the UN provided us with a wealth of research on the global epidemic of violence against women. We worked cooperatively with ICRW to distill the large amount of information to the essential facts that would make up 10 separate graphics and the script for the animated video. Our aim was to create graphics that were strong enough to stand on their own, but flexible enough to work as part of a set. Additionally, each individual graphic would be repurposed as part of the animated video. This approach allowed us to make the most of the project budget.
We outlined the entire story using the classic storyboard format filmmakers and television producers use when they draft a script. This gave us an at-a-glance look at the way the pieces would work together and how the animated video would flow.
Working from the visual design direction and storyboards, we created custom illustrations for the 10 distinct graphics, each highlighting a specific piece of information about the global epidemic of violence against women.
We then brought the 10 graphics together to produce the animated video; complete with transition animations, voiceover, and background music. Although the graphics and video were initially designed in English, the visuals are universal and the information is succinct enough to be easily translated to other languages to serve audiences around the globe.
Our comprehensive, fully-integrated approach across web, social, and print has allowed The WIN Network to connect with participants who otherwise would be lost to attrition:
“We just launched the infographic at the global conference and the response has been amazing! We wanted to take the opportunity to thank you, the ICRW team and Teal Media for partnering with us on this initiative. It's been a great collaboration.”
United Nations Population Fund (UNFPA)