Supported by the UNFPA (United Nations Population Fund) and government stakeholders, the Women’s Community Centres across Iraq provide life-changing services to women and girls who have experienced gender-based violence. Despite the centres being the main providers of essential, multi-sectoral services for women and girls, there was a lack of awareness amongst key communities and as a result the centres were being underused.
Our role:
Understand the factors that affected uptake, and the barriers being faced
Learn from beneficiaries, staff and community members about their current perceptions of the centres
Develop a brand and outreach materials to unite and promote the work of women’s centres to potential centre users, and crucially gain support from their families and local communities
Deliverables:
New branding and identity
Signage
Brochure
Videos and animations
Design of launch materials
Our work: in focus
Brand identity:
Resonated with women and represented their different stories and backgrounds
Evoked an aspirational dimension of how centres might transform in the years to come
Was distinctive and easily recognisable without reliance of text (to overcome literacy barriers)
Was mindful of cultural and local connotations, as well as in-keeping with the UNFPA brand
Outreach materials:
Were accessible and met the needs of the audience (i.e., beneficiaries with varying levels of literacy and different languages)
Did not date easily and could link to other existing and future materials – particularly on digital channels
Helped bridge any knowledge gap with local communities
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