WHITE RIBBON ALLIANCE:
WOMEN ARE WATCHING FOR UNGA

The challenge:

As global leaders convened at the United Nations General Assembly (UNGA), the urgent need for maternal and reproductive health justice risked being overshadowed by other pressing global issues. How could we make leaders feel the need to do better for women and girls worldwide?

Charting the course:

Uncharted developed a unified global brand strategy and platform centred on the idea: "Women Around the World Are Watching". This platform was supported by a global advocacy strategy and a set of repeatable brand assets designed to amplify the message.

In time for UNGA in New York, we launched a striking poster campaign featuring real women, their calls for basic health and human rights handwritten onto an image of an eye—staring directly at those in power. We mobilised a team of female artists, illustrators, and photographers across Kenya, Indonesia, Nepal, Nigeria, and Uganda to capture 300+ stories and portraits of women. Each portrait was set against a backdrop designed by emerging local illustrators.

The posters were displayed in New York City and key global markets, ensuring the message reached both policymakers and the public. The impact was immediate—world leaders referenced the campaign at UNGA, it was carried forward to the World Health Summit and it is now on permanent display in New York.