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The United Nations International Fund for Agricultural Development (IFAD) works for the economic and social empowerment of rural people, including women and girls.
I co-conceived and creative directed a campaign focused on rural women: realgroundbreakers.org, which implements a hashtag to collect personal stories that demonstrate the vital role women have in agricultural development.
Client
IFAD
Date
December 2018
Services
Communications Strategy
Campaign Concepting
Creative Direction
Branding
Frontend Development
Social Engagement
My great-aunt Palma grows 🥬and 🍊. Thanks to her hard work and the animals she owns, she produces goods for her family spread around the 🌎.
— Allegra Santilli (@AllegraS21) March 8, 2019
She makes everyone feel at home even if they are miles away ❤️
This #WomensDay celebrate the #RealGroundbreakers #IFAD@groundbreaker pic.twitter.com/sEEPDoqG9l
This is Julie, my American @AFS host mum. She inspires me because she takes care of her family always with a sweet smile on her face. She loves to grow fruit & veggies and to cook healthy and delicious dishes, like fresh bread and pasta 🍞🍝#RealGroundbreakers pic.twitter.com/2DE5Y1YXrD
— Francesca Aloisio (@FranAloisio) March 12, 2019
Rural women farm and produce food in some of the world’s most
— United Nations (@UN) March 4, 2019
challenging conditions. Meet these #RealGroundBreakers: https://t.co/txPKPJkV8d via @IFAD pic.twitter.com/EILgYQ1GWE
I designed and built a microsite to host the campaign and its various activations, including an award-winning short film.
The visual brand for the campaign is subtle and unshowy, yet proudly and optimistically displays its agricultural connection.
