TAKING UP SPACE

<Reducing the women's prison population

Campaign design

We worked with the national charity Women in Prison, to redesign their flagship campaign on reducing the women’s prison population and investing in community alternatives. Through a bespoke co-design process, women accessing the charity’s women’s centres and in-prison services were able to shape the campaign. The new campaign identity, ‘#OPENUP Women’s Futures’ was launched at a Parliamentary lobby.

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Women in Prison are a leading national charity who support women to avoid and exit the criminal justice system and campaign for the changes needed to deliver support services and justice for women. Taking Up Space were invited to redesign Women in Prison’s flagship campaign on prison reduction and investment in community alternatives. They wanted the campaign to feel future-focussed and hopeful.

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To enable women across the country who are using Women in Prison’s support services to shape the campaign identity, we designed a bespoke co-design process which could easily engage women in communities and in prison. Working with the charity’s Campaign Manager and other stakeholders, we set the parameters for the campaign brand, and a set of three initial concepts that fit the parameters, for the women to engage with.

We developed a co-design pack for in-prison and community workers to use to engage women in the design process. It featured a script, visual tools and resources for co-design activities. Women in all the charity’s community and prison sites were able to contribute and their feedback substantially shaped the campaign’s identity.

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The campaign name and strapline ‘#OPENUP women’s futures’ incorporates dual messaging on the need to reduce incarceration, and to invest in the support women need. The campaign design was directly shaped by women’s selection of fonts, colours and style, as expressed through the co-design sessions.

We applied the brand across a range of materials to support the campaign roll-out.

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