Un-Untouchable
Dalit Freedom Network
In the world’s largest democracy, 250 million Dalit people are denied freedom, justice, and human dignity, because they are considered worthy only to be enslaved, broken, crushed. Untouchable. But after 3,000 years of oppression, they are standing up for the rights of their children to live in freedom and dignity.
Their leaders asked for our help in bringing their need, and new hope, to the world’s attention—as well as help in positioning to help build schools that are open to all children,
bring healthcare to communities, and develop economic opportunities, and advocate for their safety. Working with 26 Tools, we joined a team of international development researchers, writers, designers, and web developers to help shine a light on remarkable people changing their own lives, and talk about ways that we can come alongside them
In looking at the landscape of social action, 26 Tools identified two mistakes to avoid: 1) slapping a sleepy Western public with a message of Wake up!, which puts too much focus on the organization as cultural prophet, and 2) celebrity endorsements and activism as a culture of cool, which puts too much focus on the donor as change agent.
Both of these approaches cheapen the suffering of real people, and can erode an organization’s credibility. So over the course of 5 months, we shaped a messaging system that highlights real interactions with freed people. Emphasizing both good words and good work, talk and action.
Dalit Freedom Network USA requested a complete rebrand, and Widgets & Stone delivered solid design solutions. While the international headquarters agreed that single brand solution was wise, they requested that it be built on the already established logo. So the team revisited concepts and revised designs to make it work.
Whiteboard built on writing and design styles developed to completely rebuild the web site: www.dalitnetwork.org
Creative Direction: Caleb Ludwick, Paul Rustand; Design: Amy Harmon, Benjamin Dicks; Writing: Caleb Ludwick; Development Research & Consulting: Emily Talley; Web Design & Development: Whiteboard; Photography: provided by the client.
