Together for women empowerment
"The Golden Line" - Creative campaign for an international consortium in gold mining
Three non-profit organizations – Solidaridad, Simavi and Healthy Entrepreneurs – joined forces to empower women in African gold mines. Ghana and Tanzania are the second and fourth largest producers of gold in Africa. The women working in these gold mines and in surrounding communities face discrimination at multiple levels. Human rights violations. Underpayment. Sexual violence.
One strong brand - "The Golden Line"
The non-profit consortium aimed to form one strong brand with a clear and cohesive communication approach. We guided the three non-profits in their decision-making process, supported improving the internal communication, and created a new common brand -“The Golden Line”. With a new visual identity and communication concept, the consortium can work under a shared umbrella towards a diverse group of stakeholders. From local communities, United Nation programs and buyers of gold.
Strong branding for future collaboration
“The Golden Line” enabled the non-profit organizations to collaborate and present themselves as a unified project. The strong new branding sets the foundation for future collaborations and involvements on all stakeholder levels. To drive improvements and progress for women in the African gold mines.
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