United Nations
Trailblazers
Brand identity, campaign
This campaign is created in response to the UN's Sustainable Development Goal 5: Gender Equality (SDG-5). It is clear that the UN is leading the gender equality conversation, however, even if we solve SDG 5, we would still not reach gender parity. We realized that there is a glaring gap, the size of 2.9 million queer people who are invisible that even the UN’s current SDG-5 fails to be inclusive to this marginalized group by excluding them in their gender equality initiatives.
Insight: Fashion is tied to our identity and is used as a form of expression.
So we created Trailblazers, an initiative that fuses fashion and research to empower gender queer people to become more visible in the workplace.
Trailblazers will assist in spreading awareness of these glaring data issues, and direct people to help the UN patch the data gap. We created this patchwork design to represent how diverse we all are, and to also act as a symbolic representation of our initiative in patching the data gap.
We’ll be collaborating with brands across North America to have the Trail Blazers sold in stores for the public to purchase and wear this symbol themselves.
The tags explain briefly what Trailblazers initiative is and direct people to our online survey where they can really Patch the Gap. The purpose of this survey to learn about people’s experiences and collect data to be able to update SDG-5 to be gender inclusive.
This project was created for Sid Lee Out Of Office Coaching Program and received an honourable mention by the jury.
Creatives: Menna Toeima and Louise Delfin
Project Manager: Quintin Ermes
Strategist: Simay Inan
Mentors: Geoff Morgan, Crystal Sales and Alex Pellerin