Stay Hairy - Campaign

Brief

Design a campaign that empowers women to grow their body hair,
and exposes how insidious the ridiculous expectation of hairlessness
is. This will be achieved through a tone of audaciousness and
absurdism. Both physical and digital outputs will be created to grow
the campaign.

Censorship

Today, everywhere you look women are hairless. Film, adverts, magazines; every part of pop-culture is restricting women to the hairless standard. All body hair is edited out of the public eye.

So, I began doing the same in reverse. Using cliches like hidden messages, obviously censored media and indoctrinating speeches to promote the campaign. These methods are exaggerated to show how ridiculous and how accepted the current standard is.

The theme of censorship guides the viewer to experience the uneasy feeling uncovered when you inspect why these expectations are in place.

Re-appropriating Bush's 1988 Electoral Campaign

I have recontextualised Bush’s campaign into a pro-body hair message. Most notably, Bush ran on the slogan “Read My Lips: No More Taxes”.

Mascot Design

Absurdism invites its audience to question their traditional perspectives and challenges them to find beauty in the unexpected. Combining contrasting elements to create tension prompts both laughter and reflection. Here, a hairless sphynx cat flips the narrative pushed by the media; being hairless when most would prefer hair.

Spray-Paint

Similarly to woman’s body hair, the expectation of this medium is it “shouldn’t be there”. Spray-paint raises questions about ownership and taking control of one’s environment, which mirrors women reclaiming their own bodies. Lastly, graffiti can be viewed anywhere, which helps grow the campaign.