I was hired to develop and art direct a national campaign pitch for GirlTrek, the largest public health nonprofit for African-American women and girls in the United States.
GirlTrek wanted a campaign to inspire radical acts of self-care for African American women of all ages to and to stage a personal stress protest to walk away or remove themselves from taxing or emotionally troubling situations or learn how to deal with anxiety and stress related issues they may be facing. The campaign also coincided with the anniversary of the death of civil rights activist, Fannie Lou Hammer. Fannie Lou became famous for the phrase “Sick and tired of being sick and tired.”, who died of complications from hypertension, which is the number one killer of black women in the United States.
The campaign was designed with bold, starkly contrasting colors with a feminine feel to it that was also enhanced with a confident font choice. Using African-American women of varying ages and qualities to showcase that stress has no restrictions, the campaign was largely inspired by Fannie Lou’s life and contribution to her community. This was also shown in the developed logo variations that accompany the campaign regarding mindfulness inspired by black artists and musicians from the 1970’s as well as old, cameo jewelry.