IDEAS IN CONTEXT / Assignment Progress / Term 4, Week 4

After QC-ing my ideas, I’ve been suggested to proceed with idea 3 (advertising provocative body parts) but I had to make it simpler because the poster-ception concept might be a bit too complex to reach out to the intended audiences, which involves a very broad target market – adults of both victims and doers of catcalling. I was suggested to juxtapose the poster with the environment (if I’d digitally manipulate the advertisement poster onto an environment for the ambient), such as advertisement on human thighs placed beside a fast-food restaurant (drumsticks!!!).

Creative Brief draft

  1. Background Summary


Who’s the client?


What is the product or service?

We will be working on a public service announcement addressing the persistent local issue on catcalling and sexual objectification.



Research/reports on catcalling

(Links will be placed)

  1. Overview

What is the project?

This project is “Shame No Body”, a PSA campaign that highlight local, social issue of catcalling and sexual objectification in urban cities.

What are we designing and why?

We are designing a poster series for this campaign (as required by the assignment brief). With the given amount of time to work on this campaign (3 weeks), designing a poster that’d effectively communicate the issue is the most feasible.

Why do we need this project?

The society needs this project because they need to realize the negative impact of catcalling to the society as a whole, as it lowers the people’s morale, self-esteem and sense of security & liberty in day to day life.

What’s the opportunity?

Catcalling has been a persistent yet overlooked and unmentioned issue in Indonesia, shadowed by other national-scaled problems such as smoking, poverty / income segregation, child labor, malnutrition, etc. This situation gives us the opportunity to talk about the subject and be the limelight of it, as no other groups are discussing it.

  1. Drivers

What is our goal for this project?

The ultimate goal for “Shame No Body” is to stop catcalling that happens to both female and male.

What are we trying to achieve?

We aim to enlighten people (of a broad market segment) on catcalling and the wrongness of it.

What is the purpose of our work?

“Shame No Body” ‘s purpose is to improve the morale of nation, increase their awareness on the topics of sexual harassment and rape-culture.

What are our top three objectives?

  1. Eradicate catcalling off the streets
  2. Communicate the harms of catcalling to the society
  3. Increase awareness on the subjects around sexual harassment & objectification.


  1. Audience


Who are we talking to?

We are talking to the society as a whole. People who are the victims of catcalling, people who are indifferent about it, as well as the doers of it.

Catcall victims:

  • Mostly female, not necessarily dressed in provocative outfit
  • Female entering adulthood / puberty
  • Traditionally attractive individuals

Catcaller stereotypes:

  • Males
  • Low income segment / lower economy class
  • Younger-middle aged man with lesser education

What do they think of us?

Our audiences would regard “Shame No Body” as a movement which addresses, tackles and solve the problems of body-shaming, sexual harassment and rape-culture.

Why should they care?

Society should understand that catcalling is an issue as important as any other global-scaled issue such as racism, poverty, wildlife conservation, etc.

Catcalling impacts the well-being of victims directly (lowered sense of security, having to change their lifestyle in order to avoid catcall) and the society indirectly (it sets a standard of ‘attractiveness’, sets the notion that if you are not catcalled, you’re not attractive enough; this lowers people’s self-worth).

It promotes rape culture (victims of catcalling cannot say anything when they’re being catcalled, as any response is viewed as provocation – they can only stay silent while they take the sexual remarks dubbed as “flattery”.

Catcalling is a form of body-shaming (they tell victims to smile, that they’d look better with a smile, to like being catcalled because it is a ‘compliment’ towards them, that they should appreciate being catcalled). People’s body belong to themselves, no one should harass them to do anything, especially not strangers who throw unsubtle sexual comments in the name of appreciation.

The fact that a part of society is indifferent about catcalling proves that the morale of the nation is very low on this particular subject, when it is no less important than drunk driving. Just because no blood is shed doesn’t mean a problem doesn’t exist; living victims are a clearer truth of an unresolved issue.

  1. Competitors

(No known competitors in Indonesia)

  1. Tone


How should we be communicating?

To ensure that society care about this issue enough to fight for it and change the situation, we should go for a smack down; a slap with the cold hard truth of what our civilization has become. It has to be straight-forward, shocking and daunting.



  1. Message

What are we saying with this piece exactly?

Through the poster, we’d tell the people how human is treated like a piece of commodity, free to be commented, scrutinized on, tradable.

We’d like to get the idea and the shock across, that there is no respect going on when strangers throw sexual comments (you look good, your body looks good), giving pet names and telling victims of catcall what they should be doing (you’d look good with a smile, talk to them, give them their number).

It is not flattery, it is disrespectful and revolting; they’re treating people as how they’d treat some piece of Kentucky Fried Chicken or an Adidas shoe; comment on what they look like, how they’d look better and try to get them for themselves.

Are the words already developed or do we need to develop them?


What do we want the audience to take away?

The sadness, the plain revolting truth of catcalling as a part of our culture and the willingness to change the situation.

  1. Visuals


Are we developing new images or picking up existing ones?

In consideration of budget, deadline and influx of other workload, we’d pick up existing images online and develop them into the poster.

QC 8/11/2016

To this QC, I’ve been thinking of comparing thighs with drumstick, chests with jewelries and bottom with cellular data service by putting the respective body parts into an advertisement style of each products. This will be a series, and what would tie them together as a series would majorly be the slogan / name of the project “Shame No Body” (which I have not appropriated to Indonesian yet).

I think this image of women legs would work well if it’s substituted for a car advertisement?

Still working on how to directly relate it to catcalling other than putting it on the streets.

These kind of images would work more naturally, as it could suggest being catcalled while doing morning runs, but it’s tough to find high-res images on the net.
Could crop this on the lower half and focus on the hips & thighs, and I think the sunrise gave a nice effect for it to work as an advertisement (jewellery perhaps?)

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