The Book of Consent for Men," a central element of the "Children's Books for Men" campaign, exemplifies masterful art direction tailored to tackle serious adult themes through the lens of children's book aesthetics. The art direction meticulously blends playful illustrations with mature content to effectively engage and educate adult men on the subject of consent. This creative approach transforms a traditional educational tool into a powerful vehicle for societal change, making the art direction not just visually appealing but also crucial in breaking down complex concepts into digestible and impactful messages, thus perfectly embodying the spirit of Industry Craft.

Puerto Rico faces significant challenges with sexism and rigid gender norms, which often manifest in high rates of sexual violence where 99.1% of perpetrators are men. Most campaigns on this issue are directed towards victims (mostly women) and little has been done to prevent it by educating men.

"El Vocero," a leading newspaper with a long track record of addressing women's issues, seized this moment of heightened awareness to initiate a paradigm shift. Partnering with the National Network of Shelters for Women, the campaign aimed to reshape perceptions about consent, promoting respect and equality. This was especially pertinent in a culture where traditional gender roles often exacerbate misunderstandings about sexual consent.

El Vocero has a longstanding tradition of spotlighting issues of gender violence and inequality, driving its mission to educate and inform the Puerto Rican community. The campaign "Children's Books for Men" emerged from this dedication, representing a pivotal shift from traditional journalism to a more activist approach in addressing these critical issues.

Identifying a significant educational gap in men's understanding of consent, El Vocero bravely transitioned from mere reporting to active societal engagement. This campaign strategically targeted men, the primary perpetrators of sexual violence, with the goal of changing their perceptions and behaviors regarding consent.

Brief:

Leverage El Vocero’s influence to refocus the narrative on the perpetrators of gender violence by educating them about consent through an innovative and direct approach.

Objectives:

Educate and impact at least one-third of the male population in Puerto Rico on the importance of consent, using a campaign that challenges entrenched gender stereotypes.

The art direction for "The Book of Consent for Men" skillfully uses the aesthetic of children’s books to address an adult audience, featuring beautifully crafted illustrations that combine bright, primary colors with a playful yet refined style. This artistic approach draws in readers with its familiar, comforting visuals while delivering critical messages about consent. The book's design not only captures the essence of childhood innocence but also recontextualizes it for adult learning, making complex ideas about gender and consent accessible and engaging through its thoughtful and deliberate visual execution.