#RedrawTheBalance is centred around gender disparity and stereotyping affecting our children through childhood role models.
Building upon last year's #RedrawTheBalance campaign, for 2017 the focus was on the inequality amongst leading characters in children's films, where only 29% of characters are female. These role models shape our children and ingrain gender stereotyping at a young age, as they watch and learn from Bob The Builder, Postman Pat alongside the few princesses or lovelorn females.
Each poster was designed to seem a standalone movie poster, with an inspiring young female in the central role, doing extraordinary things.
We worked with modellers, illustrators and artists to create 4 individual posters, which were released on March 7th for International Women's Day and have subsequently been printed in Time Out and various national newspapers.