Adinkra Braids
By: IGED Africa, Hey Jane, and The Case For Her
Integrated Campaign
Brownie Points
D&AD New Blood 2023 – Yellow Pencil
D&AD New Blood 2023 – White Pencil
ADC Germany Talent Award 2023 – Gold
Golden Award of Montreux 2023 – Gold
Creative Conscience 2023 – Bronze
Campaign Brief Asia – Publication
Team
Alyona Golikova, Art Director
Yash Bhut, Copywriter
Adinkra symbols represent deeper concepts. They are a very important part of Ghanian heritage and are highly relevant to date. Learn more here.
Social Media: Collaboration with influencers to educate and engage with the community
Caseboard
Collaboration with hairdressers, turning salons into safe spaces for open discussions
Each braided hairstyle derives it's meaning from an Adinkra symbol
Website to further educate, promote and connect with women who need help
Problem
Women in Ghana face stigma and cultural barriers in discussing their reproductive health. Often they're also not fully aware of their rights.
Insight
Braids have historical significance for African people. They form various social customs and are a means of expression and identification in many African cultures, including Ghanaian.
Solution
Adinkra Braids: Fusing the braiding culture with Adinkra symbols – the traditional Ghanaian aphorisms, to ultimately enable conversations and safe abortion practices.
Free printed how-to guides and online tutorials