Why She Chose the Bear is an interactive digital campaign that addresses the pervasive threat of gender-based violence. The project draws inspiration from the viral “Man vs. Bear” debate, which began on social media and asked women who they would feel safer encountering if alone in a forest – a man or a bear. For many, it was surprising that women chose the bear. But their answer reveals the persistent fear of male violence that shadows women’s everyday lives. This is not just a quirky hypothetical. It speaks to the very real dangers women face, dangers that are too often dismissed as rare or isolated incidents.
Why She Chose the Bear uses this cultural moment as a way in, meeting people where they already are – online and actively in the conversation. While the campaign primarily speaks to a New Zealand audience, it threads global statistics throughout to remind users that gender-based violence is not limited to one country but is part of a much wider, worldwide problem.
The mobile-first website guides users through the harsh realities of gender-based violence, wrapped in a playful mid-century modern theme. This visual style is used deliberately to critique the idea that sexism is something of the past while mixing it within the digital realm to bring it into the present. It creates a bright, approachable space that makes an often overwhelming subject easier to engage with.
As users scroll, they reveal unsettling facts and figures that challenge common assumptions about safety. The interactive animations and visual metaphors help move users from curiosity to empathy in a way that feels both accessible and impactful. The website is designed for easy screenshotting to encourage sharing, helping the campaign grow across social spaces where political and personal stories often spread. The campaign’s Instagram presence is a key part of this, using swipeable posts, polls, and Q&As to encourage active participation and keep the conversation going
Why She Chose the Bear aims to inspire meaningful reflection and spark open conversations about gender-based violence. By blending visual storytelling with confronting statistics, the campaign invites men to better understand the real dangers women face and to consider their role in creating safer spaces. For those ready to take action, the campaign offers practical steps toward positive change, encouraging everyone to help build a future where women feel safe, supported, and heard.
Description:
Why She Chose the Bear is an interactive digital campaign that addresses the pervasive threat of gender-based violence. The project draws inspiration from the viral “Man vs. Bear” debate, which began on social media and asked women who they would feel safer encountering if alone in a forest – a man or a bear. For many, it was surprising that women chose the bear. But their answer reveals the persistent fear of male violence that shadows women’s everyday lives. This is not just a quirky hypothetical. It speaks to the very real dangers women face, dangers that are too often dismissed as rare or isolated incidents.
Why She Chose the Bear uses this cultural moment as a way in, meeting people where they already are – online and actively in the conversation. While the campaign primarily speaks to a New Zealand audience, it threads global statistics throughout to remind users that gender-based violence is not limited to one country but is part of a much wider, worldwide problem.
The mobile-first website guides users through the harsh realities of gender-based violence, wrapped in a playful mid-century modern theme. This visual style is used deliberately to critique the idea that sexism is something of the past while mixing it within the digital realm to bring it into the present. It creates a bright, approachable space that makes an often overwhelming subject easier to engage with.
As users scroll, they reveal unsettling facts and figures that challenge common assumptions about safety. The interactive animations and visual metaphors help move users from curiosity to empathy in a way that feels both accessible and impactful. The website is designed for easy screenshotting to encourage sharing, helping the campaign grow across social spaces where political and personal stories often spread. The campaign’s Instagram presence is a key part of this, using swipeable posts, polls, and Q&As to encourage active participation and keep the conversation going
Why She Chose the Bear aims to inspire meaningful reflection and spark open conversations about gender-based violence. By blending visual storytelling with confronting statistics, the campaign invites men to better understand the real dangers women face and to consider their role in creating safer spaces. For those ready to take action, the campaign offers practical steps toward positive change, encouraging everyone to help build a future where women feel safe, supported, and heard.