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We Are Youth Campaign

(Winner - Spark!)

Designer: Design Team
Design Type: Graphic/Motion
Launch Year: 2012

DESIGN TEAM: Pamela Abolian, Brett Beynon, Kenneth Chan, Andrew Chen, Lisa Chen, Ka Kit Cheong, Daniel Choi, Il Chan Chun, Heather Grates, Crystal Kim, Kevin Lam, Esther Park, Jerod Rivera, Lamson To, and Hyunsun Yoo. The "We Are Youth Campaign" is a collaboration between Designmatters at Art Center College of Design and the United Nations Population Fund (UNFPA). The campaign aims to be a powerful call-to-action for achieving the goals set forth in the Programme of Action of the International Conference on Population and Development (ICPD), specifically the agenda guiding UNFPA’s mandate to advance the human rights of young people and ensure meaningful youth participation in decision-making processes. A multi-disciplinary team of students, led by faculty from the Graphic Design Department at Art Center College of Design were challenged to create a strong integrated campaign, across several different vehicles, to advocate for young people’s rights to health, education, protection, respect and participation in decision making for their future. The "We Are Youth" Campaign brings to life, through various print and media-based solutions, the voice and perspective of youth around the world, with the goal of provoking a forward-looking call-to-action around many of the of advocacy objectives that have been a part of the 2011 International Year of Youth. Special focus was paid to advancing key issues such as universal access to sexual and reproductive health and reproductive rights, particularly for adolescent girls, global youth activism and participation in the decision-making affecting them. The visual brand for the campaign utilizes multiple mediums such as; print/collateral, interactive and motion. The simple use of a pencil inspired the overall "hand-drawn" design aesthetic. The idea being that, the acts of writing, drawing and erasing are all evocative of taking control of a situation. The pencil serves as an apt metaphor for giving youth a voice through action. The campaign highlights include several posters as well as a one-minute narrative motion piece. The posters feature hand-drawn silhouette-like characters and handwritten text that call attention to the key points of the campaign–gender equality, child marriage and reproductive health. The motion piece addresses these key points through a raw animation style that shows children literally erasing their nightmarish conditions and empowered to draw for themselves a more positive environment.