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Design Category
Brand and identity systems design, 2003
Design firm
Open (New York, New York)
Collection
(2004) AIGA 365: 25
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EarthAction is a global network of individuals, non-profit organizations and legislators who work together on issues like human rights, HIV/AIDS, poverty, disarmament and climate change. We were asked to design and produce the printed materials and website--in English, French, German, Italian, and Spanish--for their Children's Rights Campaign (addressing four issues: education, child soldiers, homelessness and child labor).
We used the Children's Rights Campaign as an opportunity to address EarthAction's overall identity. While most non-profit groups with similar goals use a kind of polite, refined aesthetic in their communications, we combined a more confrontational typographic style with news photography and copywriting that speaks directly to the reader--always putting you in the shoes of the people EarthAction is trying to help.
Over 500 organizations and 350 parliamentarians (from 73 countries) responded to the campaign. Also, 380 new groups joined the EarthAction network. And many countries took action: new education laws were passed in Kenya and Pakistan; a Sri Lankan guerilla fighting force returned 350 child soldiers to their families; and the U.S. contributed $20 million to end child labor in India.
Total budget: Approximately $350,000, including design, production, printing, and postage.
All of the materials are printed using soy ink on 100% recycled paper.