While the world has progressed a lot in the past, there is one societal structure we can’t seem to shake. The patriarchy is an ancient tradition that has brainwashed people into thinking that is the way it should be. It has gotten to the point that we just accept that this is how life is supposed to be, without questioning it further. India faces a lot of issues, but the patriarchy is one of its biggest problems, making society unsafe for women and not allowing them to grow beyond the roles people think they should be playing. This campaign aims to get people to start identifying and recognising the issues in society imposed and upheld by the patriarchy. We have to stop lurking in its shadows, and start making decisions for ourselves. We can no longer live like this. Additionally this also affects men, in ways they don't even realise.
POSTER SERIES
The aim of this campaign is to open people’s eyes to the issue, especially seemingly smaller issues that people do not realise are problems within the structure of our society. The campaign also has a sarcastic/ironic voice to highlight the fallacies and lack of logic behind these patriarchal systems. All the illustrations have been done in a pop art style to further solidify this message. The colours are bright and eye catching to grab the audience’s attention and force them to see.
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