Emma Stein She's mad!

Finalist
Credits
  • Tauira / Student
    Emma Stein
  • Kaiako / Lecturers
    Jo Bailey, Tim Turnidge, Jason O'Hara
Description:

For thousands of years, medicine development has centred around the male body as the default. Female patients and patients who have been assigned female at birth (AFAB) are often overlooked, misdiagnosed, and ultimately, unheard by people trusted to provide care. Today, this bias exists both inside and out of the doctors office, from medication development to patient treatment. The root of this imbalance comes from attempts to fill holes in the unknown.

There are countless myths about female anatomy, ranging from serious claims, to downright bizarre statements. Falsehoods like a womb that clambers around inside the body to mess with other organs, and a uterus with a personal eject button in the event of train travel used to be genuine concerns for the general public. Unfortunately, the stigma that surrounds female healthcare makes these issues hard to talk about, and means these myths continue to effect us whether we believe them or not. However, only by embracing the messy nature of our existence can we begin to push for change.

Initially driven by anger, this campaign seeks out a new way to confront an issue. She’s Mad! takes an intentionally humorous approach, instead using satire and shock-factor to stir up conversation amongst viewers, no matter their preconceptions. While anger tends to shut down conversation, humour has the power to break down walls.

She’s Mad! takes outdated myths like the ones previously stated, and shows them at face value. ​​Demanding participation, through its four-step-journey and catching people off guard and inviting engagement, to reveal just how deeply these myths have shaped everyday life. Shameless, uncensored copy, paired with an unruly visual identity sets this campaign apart from traditional medical correspondence, cementing its purpose to dislodge our current situation. Vintage illustrations from the public domain were juxtaposed against each other, grounding the campaign in history, while accurate anatomical depictions ensure that there is credibility where it is due.

This approach mixes shock, humour, and a touch of outrage, aiming to start a dialogue exposing these myths and reclaiming the space they once ruled. Meeting people where they are, inviting curiosity insead of defensiveness, and flipping the power dynamic.

We deserve proper treatment. We deserve to be heard. We deserve to get mad!