Brief: create an animated typography video for a social cause.
Execution: X Out Gender Roles was a social campaign that focused on raising awareness about gender roles. Currently, gender segregation is so common in society that it is barely noticed. Gender categories are promoted heavily through consumer products and the media, giving people the impression that must conform to such stereotypes. Research has shown that gender-based expectations can cause stress, anxiety, insecurity and low self-esteem. Our challenge was to increase awareness about how unnecessary and harmful gender roles can be. To increase viewer receptivity, we wanted to do this in a fun, lighthearted way. We encouraged consumers to participate by literally crossing out unnecessary gender pronouns on products, and uploading photos with the hashtag #xoutgenderroles on social media.
