La Fuerza De La Tierra // Public Awareness Campaign
Campesino – Latin American Farm Laborer
La Fuerza de la Tierra - The Strength of the Land
How do you create a revolution? That’s the question this project seeks to answer. As a daughter of Colombian immigrants and inspired by my family’s campesino history, I wanted to create something that honors them, and brings attention and respect to this often-overlooked community. This campaign seeks to educate the American public about the issues surrounding campesinos, and inspire them to make a difference.
The
Logo
Inspired by revolutionary imagery and combined with the stories of my dad using machetes to farm, I created a logo that would be impactful, recognizable and easily applied to different places. Vibrant colors are often used to express anger, urgency, and demand attention, as is the case here.
Note: my father’s hands – working hands – show the logo as a pin.
Posters with a
Message
Each poster has a specific message that reflects the life of a campesino. Three of the posters focus on some of the greatest struggles that affect their lives - the need to migrate, feeling the brunt of corruption, and being on the receiving end of violence. The logomark is placed on each poster to unify them. Each poster gives an identical overview of what the poster is talking about, and has a QR code that links to a website for more information. The Wiphala flag is the checkered rainbow flag, and it represents the native peoples of Latin America. Many campesinos are Indigenous, and adding this flag is a nod to Indigenous solidarity.
Dress the
Revolution
Fashion is a way that people express themselves personally, creatively, and politically. I decided to focus on the logo as opposed to imagery, mainly because revolutions focus on low-budget means to mobilize, and using less colors makes for a more affordable print solution. The logo is also a conversation starter, and catches people’s attention.
Social, Virtual,
Active
Oftentimes, people utilize a “shock factor” to catch the audience’s attention. Showing violence is a common tactic some parties use within social movements, however it easily leads to sensitization. With this campaign, the intention was to not use aggressive or painful imagery to respect the humanity of the campesinos. The social media is vibrant and colorful as an homage to this Latin American community, and utilizes bold text and colorful imagery of campesinos doing their work.
Digital
Presence
There needed to be a way where people could be provided with more information, seeing that so much of the movement aboard is made up of rural grassroots efforts. The QR code at the bottom of each poster takes the audience directly to this website to learn more. The site allows people to learn more about campesinos, the movement, its impact, and provides places where people can directly donate.