SFDA
Category
Degree piece, Beckmans College of Design
Year
An award-winning awareness campaign challenging the passivation and objectification of women in advertising. What started as a graduation project evolved into a global movement, reaching hundreds of thousands of people worldwide, featured in international media and exhibitions, and sparking conversation across the advertising industry about how we portray women.
My Role
Art Director & Visual Design
Challange & Solution
I had begun to see a recurring and unsettling pattern in advertising: women portrayed as passive, lifeless or objectified for aesthetic effect. I wanted to dig deeper into why this imagery felt so normalized and what it said about the industry. The challange was to see if a graduation project could do more than just comment on the problem and instead engage the industry in meaningful reflection and change.
I created Stop Female Death in Advertising – a visual protest platform designed to turn individual frustration into collective action. The campaign invited people to contribute by adding examples of problematic advertising and take a stand for improved representation.
The campaign worked across three levels:
Digital Platform
A website functioning as a visual protest list. Visitors could explore collected examples, learn about the issue, contribute and share the campaign globally.
Industry Engagement
Ambassador kits were sent out to 50 influential communicators at leading advertising agencies in Stockholm.
Cultural Movement
The goal was to push the industry forward by encouraging more diverse, creative and responsible portrayals.
