Of Couse, You Can!
Of course, you can! is a national information campaign aimed at addressing the gender pay gap between men and women, as well as breaking down gender stereotypes regarding women's professional development.
Client: UN Women, Ministry of Economy of Ukraine, the Office of the First Lady
Agency: Untitled Collective
Location: Kyiv, Ukraine
Women often underestimate themselves and place a metaphorical period on their potential.
Whether after a break or not, women may symbolically end their journey based on their skills and experiences:
- Spending 20 years in one job and believing no other role would suit them.
- Staying home with a child for three years during maternity leave and thinking they’ve lost everything on the job market and no longer have any skills.
- Holding onto the idea of "women's" and "men's" professions, denying themselves the chance to pursue fields traditionally dominated by men.
This imaginary period prevents progress, stifles aspirations, and fosters uncertainty about the future. (What if my current skills become outdated? Or what if my present career stops bringing me joy?)
The core element of the visual identity is punctuation marks, symbolizing the idea of not ending one's development but instead marking phases and continuing forward.
