Page 1

Zola Matingu Desktop Publishing & Document Design PRWR 6550 Dr. Sergio Figueiredo March 17th, 2013

Care campaign against brutal gang rapes in India

This picture is a print ad from Care a non-profit organization whose mission is to fight global poverty, and restore dignity to people. This particular picture is part of Care’s campaign on violence against women, especially women in India.1 At the end of 2012, there was an outcry in India that quickly spread around the globe, when a college student was brutally attacked, sexually assaulted on a bus, and later died from her injuries. Care has been fighting violence against women for a long time, but this tragic incident rallied for the first time in a significant way the people in India to stop the violence against women, and people around the world showed their support as well. Non-profit organizations are always looking for ways to get their cause message to a large audience to get the support they need. To accomplish that they create messages that will get people involved for their cause, whether with financial contributions, volunteering time, or donating other resources. In this picture, the woman’s face is the focal point of the message with the background blurry to have this contrast. The woman isn’t smiling, this is key as it shows the viewer the negative impact of violence.


Care’s campaign page:

A thick uneven red line covers the woman’s eyes, but you can still see them when you look at the picture closely. In previous class discussions, we have talked about the fact that the red color is used extensively to convey hunger; here its meaning is completely different as it expresses physical and mental suffering. The text that accompanies the picture gives a sense of what Care is doing regarding this issue, and how people can join this organization effort. In her article Good design is good social change2, Audrey Bennett made the argument that design should be used for social change, and it should have the purpose of transforming society. For this campaign Care clearly had this in mind, as the goal is to get people to join the cause and donate financial resources to help violence victims. I cannot see anything on this ad that should create ethic concerns for the intended target audience; Care’s goal is to touch people’s conscience about the plight of violence victims and get people to do social change in fighting violence. I remember questioning in my post on Bennett’s article the value of designing for social change at all times. I still think that design can be done without the end goal of creating social change. But in the case of non-profit organizations, the end goal of design is to create social change; social change is what drives non-profit to get the public to adhere to their causes. The design’s objective will certainly lead the designer in creating an ad that will stir something in the audience’s mind that leads to social action, or creating an ad that won’t necessarily create social change. Care must create ad campaigns that create social change in order to fulfill its mission of ending poverty, ending violence, and other corollaries.

Resources. -Care’s website campaign page: -Bennett, Audrey,(2012) Good Design is Good Social Change, Envisioning an Age of Accountability in Communication Design Education, Visible Language, 46.1/2, (pp.66-79)


Bennett, Audrey, Good Design is Good Social Change, Envisioning an Age of Accountability in Communication Design Education, Visible Language 46.1/2, p.77

Design analysis of Care's ad campaign