Challenging traditional stereotypes with ATRIA
Traditional gender roles continue to shape young people’s life choices. Atria's campaign spreads awareness and sparks conversations in 9 cities across the Netherlands.
How can the #MijnNormaal campaign encourage young adults in the Netherlands to break free from gender stereotypes and make independent choices about their education, career, household roles, and child care?
The campaign aims to show how gender stereotypes affect young adults' life choices. By sharing personal stories and offering an interactive online tool, #MijnNormaal encourages young adults to challenge these stereotypes and make choices that reflect their true desires and goals.
Unconventional Choices: The campaign features eight young adults who share how their non-traditional choices have led to happiness. These stories are visually represented through a photo campaign that highlights their unique journeys.
Interactive Tool: The ‘levenslooplijn’ tool is an online interactive experience where young adults can map out key decision points in their lives and receive tips on following their hearts instead of societal expectations.
Relatable Imagery: The use of real-life stories and relatable visuals helps young adults connect with the campaign's message on a personal level, fostering empathy and reflection.
The #MijnNormaal campaign successfully brings attention to the role of gender stereotypes in shaping young adults' choices. Through storytelling and interactive tools, it encourages them to reconsider traditional paths and explore options that align with their true selves. The campaign's website serves as a hub for these stories and resources, promoting a broader societal shift toward more gender-inclusive decision-making.
I was responsible for developing the final visual concept, ensuring the stories and interactive tool were engaging and aligned with the campaign's goals. This involved fine-tuning the imagery, social posts, typography, and design elements to resonate with the target audience while adhering to the campaign's creative direction.
