Visual Communication Campaign for the Friedrich-Ebert-Stiftung
“Care to Join Us?”
Care work in a global context: making the invisible visible
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The “Care to Join Us?” campaign translates complex feminist economic theory into eight visual chapters. Combining hand-drawn illustrations, concise data, and activating messages, it makes often-invisible care work visible while offering concrete policy approaches for a fairer distribution of that work.
The Challenge
Making Invisible Work Visible
The pandemic brought to light what had long stayed hidden: care work is the foundation of our economies – yet it is neither adequately paid nor fairly distributed. This is exactly where the global campaign for the Friedrich-Ebert-Stiftung comes in. It translates complex feminist economic theory into a visually told story that resonates worldwide. Rather than staying academic, it turns systemic critique into concrete images: nurses on the front line, unequal time budgets, and the hidden bridges on which our societies rest. The goal: not just to expose injustices, but to spark collective action.
Deliverables
Modular Campaign Design for Flexible Media Use
At the heart of the campaign is a “manifesto in eight stories” – each one a standalone chapter with a pointed headline, a narrative illustration, and a factual core message. This modular structure allows for flexible use: as social media sharepics, as exhibition panels, or as workshop material. The deliberately handmade aesthetic of watercolors and clean lines avoids the sterile NGO look and creates emotional closeness. Each chapter conveys both the structural injustice and a concrete demand – from pay equity to redistributing responsibility between states and companies.
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Modular Campaign Elements
Eight visual chapters that function as standalone units of information while also forming a coherent narrative chain. Each element combines illustration, statistical evidence, and a core message.
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Sharepic Library
Social-media-optimized versions of all campaign elements, with adapted formats and multilingual text versions for global distribution. The library gives partners worldwide access to on-brand campaign assets.
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Visual Storytelling Strategy
A dramaturgical concept that leads from defining the problem through systemic causes to concrete calls to action, translating abstract theory into an accessible visual language.
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Activist Design Concept
A deliberately low-threshold, handmade aesthetic that combines global recognizability with local adaptability.
