TIE Case Study - Kelly Satchell (Wieden+Kennedy London & Centro de Mulheres do Cabo)

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‘The International Exchange’ TIE partners individuals from the communications industry with NGOs in developing countries.

Placement length — 4 weeks (NOT A HOLIDAY!)

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£2,653 Thank yoooou !!

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32 years old 15 Permanent staff + several additional volunteers Communication is a huge part of what they do to engage the community in the fight against gender and race based violence.

A lot of this work is done via their radio show and community meetings.

FOJUCA — A new branch of the charity which is aimed at engaging the youth in politics and community issues.

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Arrival

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Introductions

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The work

FOJUCA Kelly in Cabo

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The city of Cabo has witnessed a huge economic shift over the years due to the booming plastics and oils industry.

The taxes that the imported industries pay are not invested properly back into the community.

The local people are not given enough job opportunities.

So the youth of Cabo hit a vulnerable age at around age 16 when they leave education. They have less structure in their lives, and few activities to keep them occupied.

Consequently, crime levels have increased significantly.

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Centro Das Mulheres recognised that there are young individuals that care about their future and want to act on these issues.

So they formed ‘FOJUCA’, a youth forum where active youths could meet in person to discuss and learn more about the political landscape.

Their next aim was to engage the wider youth audience.

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Discovery We began with research into their audience to gain insights from outside of FOJUCA team.

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Although their knowledge was limited about politics due to their lack of interest at their young age, we discovered they have strong opinions about what government could improve in their communities.

Their main concerns were: Crime rates and lack of security Lack of employment opportunities Lack of funding for schools.

Poor upkeep of the streets, squares and cultural areas Poor health care

FOJUCA EstratĂŠgias

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60% said that their security was their biggest concern for youth in the community

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Communication channels

Despite over half saying they still listen to the radio and would be interested in a dedicated youth program, all agreed that facebook was the best channel to talk to a broader youth audience in Cabo. With instagram following close behind.

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Define Define opportunities and communication channels from our research ready for development stage

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FOJUCA NEEDED: An identity and a tone of voice.

A place to circulate regular, informative content regarding the community issues and culture online.

(Facebook page & instagram) Something bigger than an online movement; They needed regular, public facing, political engagement events to get the youth of cabo away from their phone and interacting in person.

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Development Establish the FOJUCA visual identity and a way of articulating their objectives.

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Fojuca Manifesto

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FOJUCA Desenvolvimento Criativo

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Manifesto YOUTH OF CABO LISTEN! Crime is rife.

Corruption is rampant.

Our police are absent and idle, coarse and aggressive with the black and poor.

Our job prospects are dismal.

Our hospitals lack supplies and patient care Our government is out of touch, and thanks to them, public money is out of reach.

Why is this our reality? ...

THE YOUTH NEED BETTER We need better security.

We need better resources.

We need politicians that are closer to the people.

We need facts not freud.

THE YOUTH DESERVE CHANGE. because we have the right to live in a community free of violence, the right to earn a living, And the right to a good education and effective healthcare.

We all have the right to a better future.

Improvement is possible, but we need a collective voice, So let us not sit silent and submissive Let us not play the fool.

YOUTH UNITE FOR A BETTER CABO! Join FOJUCA BECAUSE YOUTH RIGHTS MATTER

FORUM DE JUVENTUDES DO CABO Os Direitos dos Jovens Importa!

(Youth rights matter)

Fojuca Identity

Their existing logo

I loved how they had begun to express FOJUCA in their initial versions of a logo.

I wanted to keep this energy and some of these elements in the updated version.

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The components

Creating a strong identity for FOJUCA consisted of pairing and ownable type treatment and a memorable symbol to suggest the objectives and personality of the group.

The challenge was to combine these together in one design that can be used across multiple executions.

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Handwritten style?

We started to look at handdrawn lettering.

Although this could have some interesting energy, it risks feeling a little too raw and inconsistent for our logo mark.

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Cabo graffiti inspired?

The FOJUCA group took me on a tour around the city and made it quite clear that Graffiti was massive part of Cabo’s youth culture.

It is expressive, energetic and the aesthetic appealed to the youth audience.

We aimed to capture some of this energy in our logo mark.

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Delivery Bringing the FOJUCA voice to life.

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FOJUCA Desenvolvimento Criativo

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FOJUCA stencil

It's likely FOJUCA will have to make handmade protest material from time to time.

To insure our identity remains consistent we will create plastic stencil which we can tag any material with.

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Facebook page The facebook page is FOJUCA's main channel to communicate.

It's important we build up an audience here.

We should post: Re-post interesting political insights.

FOJUCA event advertisements Photos of events after they have happened.

Videos of community culture.

(Dance/Music) Link to images from instagram account #FOJUCAISWATCHING Avoid cross advertising CDM content too much as it get confusing.

We need to be more focused with the content insuring it’s relevant for the audience.

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Facebook posts templates

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Instagram acc ideas

#FOJUCA ESTÁ OLHANDO ‘Fojuca is watching’ An account run by all FOJUCA member posting problem pics of the community that need to be solved.

Start a hashtag to encourage more people to do the same thing #FOJUCAISWATCHING Tag the FOJUCA eye with a stencil around the city where we have captured problems.

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FOJUCA FESTA Fojuca public political engagement event Once we have a strong following on facebook, we should aim to host an event to get people together in person.

Each event should have a specific purpose or theme but should host the following activities:

Political debates (Young and old in a panel debate) Inspirational talks Workshops Dance performances Bands/singers Live radio show Live mural painting - Graffiti artists

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Future ideas

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Goodbyes

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Thanks!