Truth be told, I was ignorant to a lot of the negative effects hyper-masculine norms had not only on society but myself included. Researching these things really opened my eyes to the horrible effects these norms result in and created a newfound respect for The Purple Door's mission. My Mom is a huge inspiration in my life, so it made sense to create my poster based on her lifestyle. She currently works 3 ranches filling feeders and cleaning the ranch houses. Her go-to footwear has always been boots and I wanted to capitalize on this fact as a recurring element throughout my campaign. I wanted to approach the South Texas demographic in a way that was non-confrontational but stern in its message. 

This was a quick process with back to back solutions for different elements in my campaign. I took a slightly different approach with planning on this project because of the deadlines associated with the deliverables. I started with the awareness poster because I saw this as a bold way to approach and give face to the campaign. I used the concept of boots from my brainstorming as a starting point and experimented with different concepts till I settled on a stiletto vs boot idea. I needed this to highlight the basic norm associated with apparel representing ones identity in any capacity. The AR element was an extra intended to  Once I had the poster created I needed to find a way to reach the demographic even further so I approached the it with natural gas and oilfield statistics. Throughout my research I learned a lot about the fields I previously worked in and also used it to create my visuals on the brochure. I used the social media graphics as an opportunity to target a different, younger demographic by using a more direct messaging approach with simple yet impactful ideas.