The Ministère de l'Égalité des genres et de la Diversité (Ministry for Gender Equality and Diversity) had a mission that left no room for half-measures: raise awareness of gender-based violence in Luxembourg around launch of the Centre National pour Victimes de Violences (CNVV), the country's new 24/7 location and helpline for victims of domestic, psychological, sexual and economic violence. The brief was as clear as it was demanding: reach everyone, from teenagers to seniors, across every background and social circle, without ever resorting to cliché or spectacle.
We developed several campaign concepts before "E Schrëtt no vir" ("Take a step") was chosen to carry the message forward. The line became both a promise and an invitation: whatever step someone takes toward safety, however small, the CNVV takes the next one with them. We built the visual identity around real testimonials, each one paired with a short, first-person sentence of resilience.
Bold, tilted colour fields in coral, olive and pink give each voice its own space while keeping the series instantly recognisable, and the tone stays dignified rather than dramatic: no victim clichés, just people reclaiming their footing.
The campaign extends across posters in Luxembourgish, French and English, carrying the CNVV's contact details and the violence.lu web address to every corner of the country. Alongside the print and out-of-home materials, we produced a set of video formats built to travel, from a 45-second hero film to shorter cuts for social media, cinema and public transport, designed so the same modular scenes could be reassembled into different lengths without losing their impact.
It's a project we approached with care from day one, knowing that behind every headline and every colour choice sits someone who might, one day, need exactly this campaign to find help.
