People across Canada face violence every day because of their gender, identity, or how they’re perceived. Gender-based violence is not just physical. It shows up in everyday things like media, jokes, and the pressure to fit into narrow gender roles. These moments are often brushed off, but they add up.
At Banfield, we worked with the Government of Canada to create a campaign that helps young people recognize these behaviours for what they are. The campaign uses the line “It’s not just” to challenge the idea that these actions aren’t harmless.
Through social content, videos, and learning tools, it encourages youth to think differently and be part of creating safer, more inclusive communities.
I helped work on the visual identity and creative rollout, along side Katrin Emery, Liz Jackson, Craig Lobban, and Timothy Jones.
For the visual identity, we used shattered glass as a central idea. It reflects how gender-based violence is made up of many small, connected pieces, and how it can be difficult to see, often hidden behind what people accept as normal or harmless behaviour.
Within the same overall look and feel, I also developed a version tailored to young men, using a green and orange colour palette to create a distinct but connected visual style. Below are sample pages from a learning module.
