Campaign Design
Every Girl, A Bright Future
Har Ladki, Ek Ujjwal Bhavishya” (Every Girl, A Bright Future) uses the idea of a “missing Queen piece” to highlight how vital daughters are to society. Just as a game is incomplete without its Queen, our world is incomplete without empowered and educated girls.
Problem
In many parts of our society, girls are still seen as less important than boys. They face discrimination in education, opportunities, and even their right to be born.
The Insight & Concept
Find a symbolic way to represent the absence and undervaluing of girls, something that would work universally and evoke emotion through metaphor.
Just like a game can’t function properly without the Queen, society too becomes imbalanced and incomplete when women are excluded or undervalued.
I focused on the Queen, which is often overlooked in games, yet she plays a crucial role. So I began exploring.
Using a visually simple, universally understood object to communicate a deep social issue.
Using the theme of a "Missing Queen Piece" in various games, this campaign emphasizes the crucial role daughters play in society. Just as a game feels incomplete without its Queen, our world is incomplete without the presence, empowerment, and education of daughters.
Visual Design Execution
I chose a minimalist and modern style to keep the focus on the message.
Monochromatic palette with subtle contrast to keep the focus on the missing Queen piece.
Bold headlines, centered game visuals, and short yet impactful copy ensures the campaign is readable both from a distance (for posters) and up close (for print or digital use).
To make the campaign more accessible and relatable to the target audience in India, especially in regional and semi-urban areas, I also designed the entire set of posters in Hindi.
To ensure the campaign reached different audience touchpoints, I extended the core design system into multiple formats, both print and digital, while maintaining visual consistency and message clarity.
Timeline
Overview
Tools Used
Role
The campaign “Har Ladki, Ek Ujjwal Bhavishya” (Every Girl, A Bright Future) uses the idea of a “missing Queen piece” to show how vital daughters are to society. Just as a game like chess feels incomplete without its Queen — the most powerful and strategic piece — our world is incomplete without empowered, educated girls. The campaign highlights that when girls are given equal opportunities, they become strong leaders who shape families, communities, and the nation’s future.
It reminds society that girls are not just participants but changemakers. By ensuring their education, safety, and independence, we give them the power to unlock limitless possibilities. When every girl gets her rightful place, the whole world moves closer to balance, strength, and a truly bright future.
Aug 2024 - Dec 2024
Adobe Illustrator
Adobe Photoshop
Communication Designer
Every Girl, A Bright Future
हर लड़की, एक उज्ज्वल भविष्य!
Posters
These hoardings help trigger thought in high-traffic public areas, reaching even those who don’t interact with digital media.
Hoardings
Social media formats allowed the campaign to reach younger audiences and support viral engagement — especially during national awareness days or educational drives.
Social Media Posts
The bookmark was intended to be distributed in schools and libraries — a symbolic gesture to remind readers that educating girls is as vital as reading itself.
Challenges Faced
Biggest challenges was to communicate a sensitive issue like gender inequality using very minimal, symbolic visuals.
Creating both English and Hindi versions meant I had to carefully adapt messaging and typography for different audiences while keeping the tone respectful and impactful.
Takeaways
How visual metaphors can elevate communication
The importance of empathy in design thinking
Improved ability to think strategically as well as aesthetically
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