A multi-format awareness campaign for Minas Gerais State, promoting the "Emergência MG" emergency system to combat harassment on public transit.
Role
Timeline
2 months
Client
Build in
Illustrator, Photoshop
Context
Data from the State Secretariat of Justice and Public Security's Public Safety Observatory showed that, on average, a woman was a victim of sexual harassment every three days on buses in Minas Gerais. These numbers likely understated the real scale of the problem: shame, fear of retaliation, and distrust in the justice system kept many victims from reporting at all. That gap, high incidence paired with even higher underreporting, created the need for a system that made reporting fast, easy, and safe.
In response, the state government, in partnership with Sejusp, created Emergência MG, a system that lets passengers digitally alert Military Police, Civil Police, or the Fire Department in real time. The system needed a massive launch campaign to reach riders across the state.
Challenge
The campaign needed to work across a wide range of formats, from social posts to large-format bus-back ads, each with its own constraints. Input came from multiple departments involved in the project, which meant balancing different perspectives while keeping the campaign's visual identity consistent across every piece. The final result was well received across every department involved.
What I did
I helped shape the campaign's concept and was responsible for its visual identity, the creation of each piece, and graphic production, working alongside the Communications team and Sejusp. I designed pieces across social media, printed flyers distributed around the city center, LED panel displays for the subway and bus terminal, bus posters, and bus-back ads.
