Mandate
Develop a campaign system capable of making a serious social issue visible, understandable, and emotionally resonant across public-facing digital channels.
Campaign / Awareness / Institutional Communication
La Campaña de Huelva 2024 - Oxfam
- Year
- 2024
- For
- La Fédération Des Ligues Des Droits Des Femmes, Oxfam, and Junta de Andalucía
- Format
- Awareness campaign
- Scope
- 30 Instagram posts and 3 sensibilisation videos
- Focus
- Social communication, advocacy, visual messaging
A public-facing awareness campaign developed for La Fédération Des Ligues Des Droits Des Femmes, Oxfam, and Junta de Andalucía, created to spotlight the reality, dignity, and rights of women agricultural workers through a coherent social-first visual language.
Campaign film
Campaign film
Challenge
The campaign had to speak about a sensitive human reality with clarity and restraint: strong enough to be remembered, respectful enough to preserve dignity, and simple enough to travel through social media without losing meaning.
Direction
The visual language was built around symbolic compositions, direct campaign messages, agricultural references, and a soft but disciplined graphic system. Each asset had to work individually while belonging to a broader awareness sequence.
Selected campaign sequence
A campaign system built to make a serious human reality visible without stripping it of dignity.
System thinking
Rather than treating the work as isolated posts, the campaign was shaped as a repeatable communication system: one visual world, multiple messages, and enough variation to carry a broader public-awareness narrative.
Outcome
The final campaign brought together 30 Instagram posts and 3 sensibilisation videos, creating a cohesive digital awareness package designed for clarity, consistency, and public recall.
Curatorial note
A selected sequence is shown here. The full campaign included a broader body of static and video assets developed for social awareness and advocacy.
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