Concept

This communication campaign, designed as a proposal for UNICEF, aims to raise awareness of child marriage through different applications (poster, lenticular poster and social media post). Based on Article 16 of the Universal Declaration of Human Rights, this campaign makes use of verbal/visual rhetoric to highlight the rights of child brides.

Design and Campaign Strategy

The wordplay between “bright” and “bride” emphasizes the absence of a positive side in child marriage, exposing its immorality and the disregard for a minor’s autonomy, opinion, and will. The headline “there is no bright side. she is only a child.” transforms through shadow into a second claim with a second meaning: “there is no bride’s side. she is just a wife.”

To ensure alignment with UNICEF’s communication style, the campaign applies brand-consistent elements such as the Univers typeface by Adrian Frutiger and UNICEF’s signature blue. These elements strengthen the credibility of the message while situating the campaign within UNICEF’s established visual identity.

The choice of a lenticular poster, combined with a digital campaign based on social media videos, reinforces the campaign’s dual meaning through the shifting message, while enhancing its impact across different platforms.