IDEAS IN CONTEXT / Assignment Progress / Term 4, Week 5

Research / Readings:

https://www.romper.com/p/10-painfully-common-ways-society-tries-to-body-shame-women-4414

http://health.liputan6.com/read/2300740/89-sebutan-untuk-payudara-wanita

http://www.euphemismlist.com/

http://thoughtcatalog.com/jim-goad/2014/12/400-euphemisms-for-sexual-intercourse/

http://kbbi.web.id/bokong

http://www.tabloidbintang.com/articles/gaya-hidup/psikologi/44251-body-shaming-dan-mengapa-kita-melakukannya

After more researches, I decided to cover the topic sexual objectification as a whole because it is the root cause of the catcalling problem – catcalling is just one of the behaviour of objectifying the human body.

Updated Creative Brief Download

The poster would be in a compare and contrast approach, comparing human body parts with its often-used euphemisms.

screen-shot-2016-11-15-at-11-33-57-pm
(Moodboard 2)
screen-shot-2016-11-13-at-9-03-48-pm
The idea / approach originated from this draft, as I was trying to find a good headline.

(Previous versions)

I was suggested to be very metaphorical about it and less direct about the human body parts; send the message through the metaphor rather than visually shocking.

(Sketches to be inserted)

image

image

screen-shot-2016-11-15-at-11-34-04-pm
(Moodboard 3)
screen-shot-2016-11-15-at-3-59-50-pm
Tracing the shapes onto the body! The euphemism for buttcheeks is globes.

screen-shot-2016-11-15-at-4-02-18-pmscreen-shot-2016-11-15-at-9-07-56-pmscreen-shot-2016-11-15-at-9-37-23-pm

screen-shot-2016-11-15-at-9-37-58-pm
“Jugs” vs Breasts
screen-shot-2016-11-15-at-11-11-57-pm
Fixing the composition
screen-shot-2016-11-15-at-11-36-24-pm
Trying real hard to appropriate into Indonesian version. Not very successful on the “globes” one.

Screen Shot 2016-11-16 at 6.48.25 AM.png

Slogan Appropriation

I found out that there is no Indonesian term for body shaming yet, so I decided to add an Indonesian slogan above the English one (Shame No Body – which is also the name of the campaign).

Screen Shot 2016-11-16 at 7.07.40 AM.png
Black version

19/11/16

Follow up on comments on Hightail

screen-shot-2016-11-19-at-12-08-50-pmscreen-shot-2016-11-18-at-6-48-05-pm

Following up the comments, I kept the pink-white look and the English version of the poster. I also changed the “globes” to “buns” because the globe imagery didn’t work all too well. Loosened up the details on “two types of rides” to make it less explicit.

out-of-home-media
OOH mockup

20/11/16

screen-shot-2016-11-20-at-10-11-00-am
Added a copy to make the message clearer

revised_week-5_psa-03revised_week-5_psa-02revised_week-5_psa-01screen-shot-2016-11-20-at-9-58-05-am

ooh_revised
Revised OOH

 

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