Standout Features:
- Unapologetically bold visual imagery
- Modular color system
- Custom iconography as protest language
''Chile Necesita ESI" is a bold public awareness campaign for Comprehensive Sexuality Education in Chile. Created by Estudio EDE, the design confronts the topic with striking visuals, a progressive color system, and symbolic gestures that demand to be seen and discussed.
The campaign’s most memorable visual is a peeled banana held below a grapefruit being split. This is an unambiguous metaphor for sexual anatomy. It is executed through a playfully suggestive still life against a flat pastel purple background.
This approach is both confrontational and very clever. By using familiar food imagery, the campaign bypasses censorship while still being explicit. It’s a great strategy that uses innuendo as activism and art direction as a political tool.
You'll notice that the campaign employs a wide range of saturated colors. The palette includes a mix of lilac, yellow, red, and green. These hues are used modularly, so the message can travel across different media without losing cohesion.
The color system is a key part of the campaign's success. It allows the brand to feel both inviting and assertive. According to a 2024 study, by understanding the psychological and cultural associations of colors, organizations can create more effective advertising.
The contemporary palette is also suggestive of a Gen Z, digital-native aesthetic, which is perfect for a youth-focused campaign.
A custom icon of a clenched fist gripping a pencil serves as the campaign’s primary symbol, almost as if a hand were holding male genitalia. The campaign also uses a bold, uppercase sans-serif typography.
This is a great example of an icon that merges education and resistance into a single symbol. The pencil-as-protest-fist is a powerful, cross-cultural icon. It echoes past civil rights visual traditions but is recontextualized for reproductive rights.
The work for this non-profit print campaign is a reminder that the best designs are often the ones with a clear and powerful purpose. This is a design that is not just well-executed; it is also deeply meaningful and culturally relevant.
A design for a public awareness campaign needs to do more than just look good; it has to be bold enough to start a conversation.
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