¡FUERZA!
¡FUERZA! is a campaign meant to raise awareness of the negative impact that COVID-19 has had on domestic abuse victims within the Chicanx/Latinx community. The campaign's mission is to educate the community on how to recognize the factors that contribute to the rise of domestic violence during the pandemic and to empower Chicanx/Latinx women to find fuerza in community.
This was the final honors capstone course project for Message Campaign Design at UC Davis. Our task was to develop a visual identity and marketing strategy for a current social issue that was relevant to the public. I collaborated with my teammates, Annette and Isabella to complete this campaign.
Research
Latinos have been one of the most impacted groups of COVID-19 within California due to the service jobs they make up, resulting in 60% of Latinos making up those who have contracted COVID despite only making 40% of the population and risk heavy job loss, especially for Latina women. Chicanx/Latinx women are forced to quarantine with their abusers and their resources limited due to COVID-19. Based on our research and survey results we chose to focus on the educational needs of the public as the most effective strategy to raise awareness.
