We partnered with Rutgers International, a global leader in sexual and reproductive health, to develop a campaign that shines a light on the barriers women face in accessing safe abortion care across West and Central Africa.
Rooted in the belief that research drives change, the campaign highlights the stark gap between legal rights and the reality on the ground, where stigma, bureaucratic hurdles, and systemic neglect still prevent millions of women from receiving the care they need.
The Maze Women Face: Stuck Between Rights and Reality translates groundbreaking new research into a bold call for action, advocating for a future where every woman’s path leads to trust, dignity, and safe care.
Our creative approach transformed complex research into a bold, human-centered campaign that makes invisible barriers visible and actionable. Anchored in the maze metaphor, we designed a visual and narrative system that communicates the systemic obstacles women face while remaining empathetic to their lived realities.
We combined clear data storytelling, survivor-centered messaging, and a flexible visual identity to engage diverse audiences, from policymakers to communities, across West and Central Africa.
