Work
Against gender violence: Not even half
Ajuntament de Barcelona
Ajuntament de Barcelona
Can gender violence be fought with a popular phrase? In a society where sexist remarks are still disguised as jokes, the Ajuntament de Barcelona stood firm: not even half should be allowed to slip by.
The “Ni mitja” campaign was inspired by the Catalan expression meaning “don’t let even half of it pass.” A direct, simple, and forceful message that connected with everyday language and the urgency of refusing to tolerate even the smallest form of gender violence: not comments, not jokes, not gestures, not aggression.
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In collaboration with:
After Agency
After Agency
The creativity played with common insults, cutting them off mid-sentence to highlight that they should never be accepted under any circumstances. In addition, a number of illustrators joined the initiative, creating their own graphic versions, amplifying the message and giving it an artistic and collective dimension. A campaign that relied on proximity, impact, and clarity to mobilize society against gender violence.