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 Book of Consent for Men" features illustrations that are thoughtfully designed to echo the simplicity and charm of children's book visuals, yet are tailored to convey profound messages to an adult audience. The illustrations utilize a palette of bright, primary colors to capture attention and facilitate engagement, while the playful imagery cleverly encapsulates complex themes of consent and respect. Each illustration is crafted to not only entertain but to educate, simplifying nuanced discussions into visuals that resonate on a deep level, bridging the gap between childlike understanding and adult responsibilities.