Role: UX/UI Designer · Visual Designer
Tools: Figma · Illustrator · Procreate · Photoshop
Duration: 4 weeks (concept to prototype)
Type: Self-initiated project
Tools: Figma · Illustrator · Procreate · Photoshop
Duration: 4 weeks (concept to prototype)
Type: Self-initiated project
Introduction
The FGM Awareness Campaign is a self-initiated UX/UI concept designed to raise awareness for the International Day of Zero Tolerance for Female Genital Mutilation, while also exploring how purpose-driven design can generate profit to sustain ongoing advocacy efforts. The project reimagines traditional awareness campaigns through interactive storytelling, digital engagement, and ethical monetization strategies, bridging social impact and design entrepreneurship.
Goal
The goal of the product is to raise awareness about FGM, inform users in a sensitive and approachable way, and inspire meaningful action such as learning more, sharing resources, or supporting advocacy efforts. Additionally, the project explores how purpose-driven design can generate profit to sustain ongoing campaigns, bridging social impact with ethical design entrepreneurship.
Goal
The goal of the product is to raise awareness about FGM, inform users in a sensitive and approachable way, and inspire meaningful action such as learning more, sharing resources, or supporting advocacy efforts. Additionally, the project explores how purpose-driven design can generate profit to sustain ongoing campaigns, bridging social impact with ethical design entrepreneurship.
Problem
FGM is a sensitive topic, and most awareness campaigns are either too graphic or too passive, making it hard to engage audiences effectively. The challenge was to educate users without frightening them, while creating an interactive, approachable, and memorable experience that encourages awareness, engagement, and action.
Addressing the Challenge
The campaign provides a user-centered experience that informs audiences about FGM, raises awareness, and guides meaningful action combining education, engagement, sensitivity, and ethical monetization in both print and digital formats.
Addressing the Challenge
The campaign provides a user-centered experience that informs audiences about FGM, raises awareness, and guides meaningful action combining education, engagement, sensitivity, and ethical monetization in both print and digital formats.
Understanding the Audience
The campaign targets young adults, feminists, and the general public, aiming to raise awareness about FGM in a sensitive and approachable way. Users need clear, reliable information and a simple path to take meaningful action, without feeling overwhelmed. The experience guides users from discovering the poster to engaging with the digital content and supporting the cause, ensuring clarity, empathy, and impact at every step.
Crafting the Experience
Designing for a sensitive topic like FGM required careful consideration of tone, visuals, and messaging. The campaign uses soft, muted colors to convey empathy and safety, while accent colors highlight calls-to-action and guide attention. Rounded shapes and approachable icons symbolize protection and support, and hand-drawn illustrations add a personal, human touch. Typography was chosen for clarity and readability, ensuring information is accessible without overwhelming the audience.
The goal was to inform, engage, and empower users in a way that is approachable, memorable, and sensitive balancing education with interaction, and seriousness with accessibility.
Developing the AR experience
The sketching phase helped establish a clear wireframe and overall layout for the landing page, as well as how the poster would drive traffic to it. While the initial plan included a custom QR code, we later pivoted to a more interactive approach to create a more engaging and intuitive user experience. Instead of using a QR code, we explored a direct AR experience where the poster itself acts as the trigger. This allows users to engage immediately through their camera, creating a more immersive and intuitive experience while maintaining a smooth, low-friction flow.
Outcome
An interactive poster using augmented reality to enable the audience to access a landing page about FGM as part of the campaign #endfgm. This FGM poster is an interactive tool for raising awareness that can later be developed into a whole campaign. To accomplish this, the poster would use an AR reader through its symbol that would lead to a landing page specially designed for this campaign when taken on picture via a mobile phone.
