The Problem:
The gay culture within Sydney from an outsider's perspective is met with bias, stereotypes, and homophobic remarks. However, research shows that most homophobic remarks don't come from prejudice but function as a reinforcer of masculine gender norms and heteronormative standards.
The Idea:
The idea was to create a campaign series, that would be placed in male public bathrooms. It allows for an engagement time of 1-3 mins, targets the straight men demographic and becomes a discussion topic.
The Execution:
Throughout the posters, there is a combination of dark colours, powerful photographs and graphics, and provoking questions related to humour.
I created an engaging campaign series that simulates feelings of suffocation and fear while interacting with users through questions. Suffocation and discomfort are successfully created through metaphors, for example, the sensation of string tightening around the neck, juxtaposed against the simple typeface. Users are directed from left to right, through natural eye movement and are encountered with an opportunity to laugh at the model, evaluate why they make jokes or look at the impact these jokes have on the Gay community.
