#ProudAF Campaign
Client: GayProject.ie
Type: Brand Design, Copywriting, Logotype, Strategy, Campaign, 2022
Disciplines: Graphic Design - Print Design Illustration - Digital Design
Working with a social marketing company to develop and launch an impactful month-long campaign with the aim of reducing instances of racism towards GBTQI+ Travellers and People of Colour within the LGBTQI+ community in Ireland.
I was tasked with coming up with a brand design and logotype for this campaign as well as handling the creation of all the out-of-home advertising which was featured all across Ireland on buses and digital screens as well as a massive display on the front of the Dublin pub the George. I also created merchandise such as tote bags and flags that were used to promote the campaign.
We worked with a photographer to capture a series of powerful portraits of people in the GBTQI+. We then interviewed each person to capture a quote which would feature on the final creatives.
The campaign title needed to be powerful and empowering and I proposed “Proud AF”. The subjects of the photoshoot all interpreted the title differently some said they thought it meant Proud and Free or Proud and fabulous and it was powerful to see how they felt attached to the campaign title.
The creatives were designed using Indesign and the logo was designed using Illustrator.
ProudAF Mission Statement
Ireland is seen as one of the most progressive countries in the world, but for LGBTQI+ People of Colour and Travellers, it can be a very different place. Proud AF is a campaign by the Gay Project which aims to highlight racism amongst GBTQI+ men in Ireland.
The national Proud AF campaign, which is government-funded, platforms Queer men of colour and Queer men who are Travellers, making them loud, proud and visible across the country in washrooms, digital screens, video content and a social media campaign. Gay Project encourages People of Colour, Travellers and their community allies to share their experiences and stories on social media using the hashtag #ProudAF.
Queer men of colour and Queer men who are Travellers experience both homophobia and racism in Ireland which can lead to isolation and feelings of invisibility in our generally white, settled GBTQI+ communities. #ProudAF is a call to action that asks the wider community to examine their own behaviours and to change them in order to make our community a more accepting and inclusive place for everyone.