Erste Group
A company-wide awareness campaign on hatred toward women
online, built to provoke real debate, not quiet acknowledgment.
Branding
Motion
Editorial & Print
Illustration
Project Title
Orange the World - Awareness Campaign
My Role
Designer
Period
2024
Key Results
The campaign sparked heated debate on Erste Group's internal channels, documented in comments and reactions, exactly the kind of response it was designed to provoke rather than avoid as a side effect.
01︱CHALLENGE
This was Erste Group's contribution to Orange the World, the global UN Women initiative against gender-based violence, translated into an internal awareness campaign. The challenge was generating enough attention and friction to actually start a conversation, inside a large financial institution, without tipping into shock value that would let people dismiss it as tasteless or sensationalist.
02︱APPROACH
The concept confronted men directly with the kind of online harassment many women deal with regularly, using text-driven storytelling built to interrupt the everyday routine of walking past a poster or scrolling past a screen. An early direction shaped speech bubbles into blunt, weapon-like forms; it read strongly but ultimately too viscerally for an internal campaign, so we moved to a subtler visual language while keeping the same confrontational core.
03︱SOLUTION
I developed the visual concept and designed the illustration and campaign assets across print and digital, including some of the motion elements used throughout. The campaign ran across physical installations at the Erste Campus, video elements, and stickers distributed throughout the headquarters, giving the same message repeated, unavoidable touchpoints across the building.
