United State of Women
The United State of Women (USOW) is a powerhouse organization advocating for gender and racial equity. However, their biggest obstacle was clarity—despite their impactful work, they struggled to articulate their mission and efforts to a broad audience. Without a clear identity or rallying cry, their ability to amplify their message was limited.
Our approach began with grounding USOW in its unique strengths: its ability to unite diverse voices, advocate for systemic change, and empower women across intersections of race and gender.
When COVID-19 hit and the Black Lives Matter movement surged, the need for bold action and advocacy became even more urgent. We recognized an opportunity to align USOW’s messaging with the urgent cultural moment.
We pivoted the campaign to highlight the specific ways gendered racial bias manifests in schools.
Introducing, Principal Demands
In the U.S., Black girls make up 1/3 of all girls referred to law enforcement in school, despite only making up 16% of the total female student population.
To raise awareness, we collaborated with some extraordinary grassroots activists to create an engaging and easy-to-use zine and letter generator that would address local education officials at all levels to address and fix gendered racial bias in disciplinary measures in their schools.
