First Advisor

Elisabeth Charman

Date of Award


Document Type


Degree Name

Bachelor of Arts (B.A.) in Graphic Design and University Honors




Feminism -- Public opinion, Young adults -- Attitudes, Graphic design (Typography) -- Social aspects, Feminism and art




Many young people identify with the statement "I'm not a feminist, but…" (Buschman, Lenart, 2003). According to a survey of college-aged individuals, many of them identified with a feminist viewpoint; however, these individuals reject the label of feminist as well as the group mentality within feminist activism (Buschman, Lenart, 2003). How does one encourage young people that "feminist" isn’t a negative label and that feminism is worthwhile? In my thesis I will attempt to answer this question and start to solve this problem through the use of design principles, printed matter, and factual information on feminism and young people. In this paper I will look into why young people disassociate themselves from feminism, give case study examples on successful design campaigns (involved in activism and otherwise), discuss methods for my thesis, address possible faults in this approach, present a strategy deck with an accompanying moodboard outlining tonal and visual approaches, images of my final project, and a rationale explaining decisions made during this process.


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