< back

amref salud africa campaign ideation

September 2021-July 2022. Branding and Marketing Campaign for AMREF Salud Africa, a Spanish-based non-profit organization working to raise awareness for issues across the continent of Africa, in collaboration with IE Business School Master’s in Visual and Digital Media; designed by Noor Bekhiet alongside Daniela Gonzalez-Campo, Lucia del Caz, Ambre Tlemcani, Romi Janne, Tayo Osinowo, Dina Alshaikh. Work on the campaign was direct with the non-profit and spanned from beginning to end: ideation, presentation to jury, finalization, creation of materials, launch, and KPI analysis and spanned 10 months.

1
2
3
4
5
Title Page
Title Page (2)
8
9
10
11
12
13
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30

Presentation Deck: Presented two initial possible campaign ideas, #TienesUnaCompresa or #DoYouHaveAPad, a campaign that uses on-ground guerilla marketing tactics to raise awareness and funds for menstrual products for women across Africa, and #StopFGM, a podcast-based campaign that raises awareness for Female Genital Mutilation.

Mockups for both possible ideas

10
11
12
13
14
15
16
17
18
19
20
21
22
23
25
26
27

Presentation Deck II (Phase II Ideation): Push toward Female Genital Mutilation concept, with a specific focus on breaking the razor blade used to oppress women across Africa, with the new campaign: #RompeLaCuchilla, or #BreakTheBlade.

Mockups for #RompeLaCuchilla

1
2
Audience analysis
Title Page (2)
11
26
Insight
Communication Plan
14
The Big Idea (2)
Activation
Activation (2)
Social Media
21
The Big Idea (3)
20
The Big Idea (4)
23

Final Presentation Deck (Phase III: Final Execution): After development and constant back and forth with the NGO, we landed on the campaign #DevuelveleLaInfancia, #GiveHerChildhoodBack, which was focused on highlighting what Female Genital Mutilation steals from girls across Africa and the world. The final execution was full of challenges, including not being able to completely launch due to administrative issues in the NGO, AMREF. Despite this, the campaign was a finalist (2nd Place) for the Best Final Project Award by IE Business School.

DEVUELVELELAINFANCIAFINALTEASERS-06
DEVUELVELELAINFANCIAFINALTEASERS-03
DEVUELVELELAINFANCIAFINALTEASERS-01

Final Teaser Posters for the Physical Activation

DEVUELVELELAINFANCIA-09
DEVUELVELELAINFANCIA-08

Final Social Media Posts

Video of the activation to be shared on social media

Final Case Study

a