My task was to argue the case for an article from the Universal Declaration of Human Rights via a crafted communication outcome, focusing on the sensory and exploratory experience for the audience. I settled on article 23.3, about the right to just and favourable remuneration, arguing for employment legislation reform to address the outdated way employment is viewed in Australia. I chose to frame this as coming from the Australian Council of Social Services (ACOSS).
The statistics I discovered both reflected the struggles of real people I know and made it clear that these are far from isolated cases. Based on my analysis of this, I felt that a combination of storytelling (pathos) and hard data (logos) would be the best way to evoke a response. I wanted to present a story that would resonate with the reader using a combination of visuals and words and inviting a level of reader participation.
When initially opened the reader is drawn to the image of the young woman’s smiling face. Opposite, a single statistic is visible amongst a noise of reflected words.
As the reader turns each page, the next part of the story is revealed, linking the statistic to the young woman’s story. The act of turning pages buries the young woman, visually supporting the argument being made. As the story is revealed so are questions about the current status quo.
The use of die cuts, layering and transparency in conjunction with bold typography and a minimalist colour palette ensure the powerful message is communicated effectively.