For the Usikimye campaign, we intentionally chose red as our dominant color; symbolic of blood, of urgency, and of the countless lives lost to femicide. It’s bold. It’s raw. And it demands attention.
We chose simplicity in design to let the message breathe, to center the story not the aesthetics. This campaign wasn’t about being clever, it was about being clear, direct, and 'unignorable'. We grounded it in real data and brought it closer to home, asking the viewer: What if it was you? Or someone you love?
We used actual comments sent to Usikimye, many shockingly cruel, and placed them front and center. Because silence enables violence, but so does toxic language. We called out the hate, the ignorance, and the apathy that allow femicide to thrive.
We referenced derogatory remarks made by the Cabinet Secretary for Gender not as an attack, but as a wake-up call of why we need competent, compassionate leadership in the fight for women’s safety.
And we connected it to history, pulling data from the 1985 UN Women Conference held in Nairobi, where the same conversations were being had. Forty years later, the headlines haven’t changed. The more things change, the more they stay the same.
This campaign is a mirror. A warning. And a call to action. Because the perpetrators still walk free. Archaic beliefs still hold us back. And the next statistic? It could be anyone.
We told this story with urgency, honesty, and purpose—because when it comes to femicide, there is no room for silence.