rār (pronounced rare) builds authentic campaigns, utilizing a creative mix of marketing and public relations/social strategies. Their customized solutions help clients to engage global multicultural communities and consumers.
To increase engagement for the agency, I created an evergreen heritage/awareness month campaign called "SEE ME." I designed the campaign and created the tagline with Fredrick Douglass as my inspiration. He is the most photographed American of the nineteenth century. Douglass despised drawings portraying Black people with exaggerated features — slack-jawed expressions, or as giddy slaves. Douglass knew these images only served to reinforce white supremacy by presenting Black people as simple-minded and subjugated. He realized that by posing for dozens of portraits, he could show what Black freedom and dignity looked like. Each photograph allowed him to control his identity and be seen as a human on equal footing with all men.
For Black History Month I chose simple clean portraits on a black background to remove all the noise from the original images. I wanted the viewer to linger on each face and see strength and beauty. After trying more traditional African American Pride colors I settled on black and yellow, because it afforded the most contrast in the composition and it would instantly relate to the Black Lives Matter movement.
For Women's History Month, I wanted to continue what I started with Black History Month. I didn't want images that felt like they were taken through a patriarchal lens. As I scrolled through way too many photos I started thinking about diversity. Not just race, but how could I bring diversity to this project in other ways? So I widened my search and being looking for nontraditional activities, varied age groups, and differing body compositions. I tried to steer away from overly polished images and chose those that felt authentic.
I paired the images with an editorial type treatment in order to evoke a magazine cover, but antithetical to what you would find at the checkout line. The box in the images represents society's stereotypes of women and by overlapping the subjects over those lines I developed the physical representation of the "Don't Label Me" tagline.
"See Me" Campaign
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