Normality Obstructs
What if a social media campaign changed women's narrative in the healthcare system?
Services
Branding,
Social Media Design,
Campaign
Description
"Normality Obstructs" is a global social media campaign dedicated to raising awareness about the neglect and dismissal of women's health concerns, particularly the harmful use of the term "normal" in medical settings. Aimed at both women and medical professionals, the campaign educates audiences on the concept of medical gaslighting and challenges the casual dismissal of women's symptoms. Through the use of ironic, impactful graphic posts, it seeks to validate women's experiences and advocate for improved healthcare. While the campaign has a global reach, it also shines a light on the specific experiences of women in New Zealand. Themes of empowerment, community, women's health, and inclusivity are at the core of this initiative.
Research
In our research, we interviewed women from diverse backgrounds, combining their testimonies with online data. A consistent issue came to light: medical professionals often dismiss women's symptoms as "normal," using this term as an excuse for providing no real solutions. This reflects a broader issue of the gender data gap, which applies male-centric symptoms and treatments to women’s bodies, leading to misdiagnoses. In New Zealand, as well as globally, this contributes to a harmful narrative where women who challenge their diagnoses are labelled hysterical or irrational, a phenomenon known as medical gaslighting. The severity and impact of this issue are often underestimated.
Challenges and Solutions
CONSIDERING THE FEMININE INTERSECTIONALITY Challenge: Ensuring women from minority groups were represented. Solution: Engaged with women from diverse backgrounds, including those with disabilities and of different ages, to accurately depict their stories and experiences. BALANCING HUMOUR WITH REALITY Challenge: Ensuring the ironic, humorous tone didn’t trivialize or misrepresent the severity of women’s health struggles. Solution: Selected recurring, authentic experiences shared by multiple women to maintain both accuracy and relatability, ensuring the campaign resonated emotionally. CREATING A MODERN YET RETRO VISUAL IDENTITY Challenge: Combining retro design elements with a modern, legible visual identity. Solution: Developed multiple design components, such as the campaign slogan and logo, to strike a balance between retro inspiration and contemporary aesthetics, making the message both engaging and accessible.
