In January 2022 we were commissioned by City of London Corporation to develop an updated and refreshed version of our popular myth-busting campaign. Displayed online and in physical locations around the borough, the posters targeted high traffic areas such as Liverpool street station, challenging harmful attitudes with smart reframes to start conversation.
Reframe the Night 2022
Myth-busting Campaign
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A render of one of the final campaign posters in context.
The physical campaign
We wanted to create a supporting motif for the campaign that was eye-catching in its own right, but did not risk alienating the attention of any specific audience, so we used typographic styles and colour palettes to draw in potential audiences that may not standardly engage with what they might see as ‘public information’ ads.
Our simplified face motif achieved both a neutral human representation of a shared social issue and aligning its positioning to the call and response aspect of the campaign. The first face (or voice) accompanies the myth (that draws the audience in) and the second accompanies the reframing. The most effective change happens in dialogue.
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One of the myth slides used for social media
The online campaign
We know from our training delivery that fear of not being believed is one of the ‘stickiest’ barriers to report than women and LGBTQ+ people experience when considering their options in response to sexual violence, and that social attitudes which suggest sexual violence is frequently fabricated play into this fear. Our digital posters made this point in front of thousands of commuters a day.
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The accompanying mythbusting slide for the above myth
Our simplified face motif achieved both a neutral human representation of a shared social issue and aligning its positioning to the call and response aspect of the campaign. The first face (or voice) accompanies the myth (that draws the audience in) and the second accompanies the reframing. We know the most effective change happens in dialogue, and Reframe the Night 2022 aims to keep pushing the conversation forward.
