ROMPE LOS LÍMITES — 22F
Do you know the hidden causes behind workplace inequality?
Campaign proposal for the Andalusian Women’s Institute (IAM) for 22 February, Equal Pay Day. Presented to a public tender in 2022.
The challenge: make visible the everyday, normalised causes behind the gender pay gap, and reach every segment of the population.
The idea
Every piece is built around a close-up portrait. The protagonist’s expression and body language carry the message, so the image speaks before the copy does.
Behind each portrait, a soft gradient reveals her context: an office, a hospital, a university, a business. Different realities, one shared problem.
Pantone® Reflex Blue C
C100 M97 Y32 K28
#120062
Pantone® 7452 C
C63 M55 Y0 K0
#827CFF
— The portrait is the message
No secondary elements. The face and the gesture do the talking.
— Context in the background
A subtle backdrop places each woman in her workplace, so every viewer can see themselves in it.
— A system, not a poster
A consistent graphic line designed to scale across formats and media without losing strength.
Outcome
The proposal was presented to the public tender, and the contract was awarded to another bidder.
I keep it in my portfolio because it shows how I approach a public-interest campaign: one strong idea, a clear visual system and a message anyone can read in a second.
Project sheet
The Andalusian Women’s Institute (IAM), the public body that promotes gender equality in Andalusia.
- Brief22F Equal Pay Day for the IAM, as a public tender
- InsightThe pay gap hides in everyday causes
- ConceptThe portrait is the message
- MessageROMPE LOS LÍMITES
- Key visualA portrait series with the context in the background
- Art directionPortrait photography, colour and graphic treatment
- AdaptationsOne graphic system for every format and medium
To make visible the everyday causes behind the gender pay gap for 22F, Equal Pay Day.