Background
Triggered by incidents of police brutality, the #EndSARS movement emerged in 2020, bringing Nigerians together in a unified stand against injustice. Protests demanding systemic change spread nationwide, garnering global attention and uniting people of all backgrounds. Gatefield played a key role in galvanizing this movement.
The vibrant energy of the #EndSARS protests, demanding better from law enforcement and leaders, was tragically overshadowed by government violence and human rights abuse on October 20, 2023 with the killing of protesters in Lagos, Nigeria. Hope for systemic change dwindled among the Nigerian youth, with many citizens voting with their feet. 45% of Nigerians were planning to emigrate, and 70% expressed a desire to leave.
Rising disillusionment with the Nigerian state and a lack of political transparency further dampened the spirit of activism. On the 3rd anniversary of the #EndSARS protests, we designed a campaign to rekindle hope and inspire more people to keep marching.
Approach
Messaging
To design this campaign to serve its purpose, we tailored the messaging architecture at the inception stage to fit our goals and objectives. Our key message “#EndSARS raised the awareness that when Nigerians organize and unite towards a common goal, it serves as a powerful reminder of our collective power, leading to positive change.” and “When individuals are pressured to use their power responsibly, they will implement changes.”
To appeal to the ethos of our audience, we designed provocative posters that were disseminated across our social media platforms. The copies on the posters were developed by using a satirical play on derogatory comments that were used to describe citizens by officials in positions of power.
As opposed to acknowledging the terms used by the leaders, the definitions of the terms were warped to indicate basic needs and demands the people had that should be met by an acclaimed democracy. The illustrations designed for the poster were ridden with subliminal messaging, hinting at incidences from the #EndSARS protests, memorable slogans, and showcasing silhouettes of government buildings.
Branding and Visual Identity
The brand identity was meticulously crafted to resonate with their spirit. The logo, inspired by ancient newspaper titles, evoked a sense of learning and engagement with vital social and political issues, much like poring over the pages of a trusted newspaper. The color palette and font choices echoed this theme, hinting at the weight of history made with each step forward. The clean lines and timeless feel of the brand reflected the campaign’s commitment to long-term impact, a testament to the enduring spirit of the #EndSARS movement.
Outcome
The #WhyWeMarch campaign is a testament to the incredible impact of organic movements propelled by genuine audience engagement, strong messaging, influencer engagement, and empowered advocates. We awakened the spirit of activism with an authentic narrative, a supportive community, and the use of digital media to spark meaningful conversation and drive change.
- 2,846,285+ reached
- 3,494,890+ impressions
- 182,662+ interactions
- 191,000+ video views
- 1,163 town hall participants
