Believe Design
Tomorrow Girls Troop supported the Believe campaign by designing the logos, website, badge and banner, and art direction of the booklet design.
The target audience for the project
With this project, the target audience that we most wanted to convey the message to was younger women. This is because according to the statistics in White Paper on Crime published by the Ministry of Justice, younger women are most likely to be victims of sexual assault, and information about sexual assault has not sufficiently reached them. This project also aimed to demand the recognition of rape in male victims which the law at the time did not recognize. Therefore, we also tried to appeal to men who were the secondary target audience for the project.
Target audience: Population that is likely to be sexual assault victims and those without sufficient information about sexual assault -> younger women
Secondary target audience: Men. Colors and designs that also appeal to men
Tomorrow Girls Troop and Chabudai Gaeshi Joshi Action worked on the design through surveying the main audience of the project. We aimed to expand the movement of victims and supporters by using colors that not only appeal to younger women, our main target audience, but also to men, our secondary audience.
Deciding on the theme color
In many social movements, theme colors are chosen based on the activists’ preferences or the colors used by successful movements abroad. However, we believed that the perception people have of certain colors strongly reflects their nationality, time period, and the generation, and thought that a survey of our target audience was essential.
We conducted an in-depth survey to choose the theme color. Many sexual assault victims in Japan shared the opinion that red reminds them of violence or that black feels depressing. After asking women in their early 20s about colors that they prefer and choosing a gender-neutral color, we decided on turquoise blue for this project.