After further developing my stories and thinking more about my audience, I decided to actually specify the target viewers of my e-book and the platform.
I chose to create my work with girls and young women in mind. I believe that the stories I written alongside the online content can inspire girls and young women to research different career option and plan their professional lives, instead of following outdated pathways. By ‘normalising’ the scenarios of women having careers traditionally fulfilled by men, I’m hoping to contribute to closing the gender pay gap and interrupt the spread of stereotypical gender roles.
Taking this route means that I had to slightly change the language used in the comic book and on the platform, but for the visual part of the campaign, I decided to stick to the fonts and colours I discussed in the PART 1 of Branding & Promotion.
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I decided to keep most of the statistics and facts as a big part of the Instagram campaign. I believe it’s important to educate girls and young women on current gender inequality within job market, and how it may impact their professional lives. This way, we can contribute to more realistic career planning and as well point out important resources and aid to amplify their careers.
Below are few posts I created for the Instagram campaign. View all of them here.
Big part of my campaign is drawing attention to inspirational females and their perspective on women at work. I included few quotes from diverse range of women and created fun illustration for them.
As this platform is educational, I wish to point out to girls and young women successful females, that despite their gender and other circumstances are doing amazing jobs and contributing positively to our society.
Having diverse role-models is an important part of everyone’s development.
I also included few quotes for famous men, because I believe in gender equality and that we can learn from each other regardless of our gender. Apart from this, historically, men have been the main people doing work in our Western societies, and because of this, there is disproportionately large amount of motivational and inspirational quotes from men. It would be foolish to ignore successful men and their accomplishments.
Another part of the campaign is highlighting current statistics and trends in female employment in the UK, as well as showing resources that otherwise might not have been pointed out to my audience.
Most of the quotes and numbers are taken from Women’s Business Council 2017 report.
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In my next post I will show further development of the e-book and final drawings.
