Background
Since Hugo Chávez took power in 1999, Venezuela has lived under a dictatorship, with Nicolás Maduro continuing his authoritarian rule since 2013. Maduro controls through fear, rigging elections, silencing critics, and using the military and police to oppress the people. His regime has caused massive corruption, human rights abuses, and an economic collapse. Despite constant persecution, opposition figures like María Corina Machado fight for democracy, while journalists and activists face harassment and censorship. Maduro reject selection results, forcing opposition candidates like Edmundo González Urrutia into exile. Though he claims stability, it comes sat the cost of basic freedoms. Venezuela’s struggle highlight show authoritarian regimes blur law and order to justify oppression, making the fight for freedom a matter of survival.
Monotype Brief | Sans Libertad
Strategist | Charlie Goldman
Objective
Spread awareness about the ongoing dictatorship and power struggle in Venezuela, highlighting the severe humanitarian crisis affecting millions of lives.
Consumer
Target a global audience aged 18-45, including students, young professionals, and socially conscious individuals with moderate to high education levels. With access to digital media, this audience values social justice, human rights, and global issues. This type of content aligns with the audiences’ empathetic and action-driven mindset. They are tech-savvy, regularly consuming digital content, and motivated by a desire to stay informed and make a positive impact. While initially unfamiliar with Venezuela’s political climate, they are open to learning through emotionally resonant and educational content.
Insight
The global audience is unaware of foreign complex humanitarian issues because their ignorance is their bliss.
Strategy
This campaign uses the art of typography as a Trojan Horse, inviting viewers in with beautiful, culturally rich design, then revealing the harsh realities of Venezuela’s political crisis beneath the surface. By blending emotional storytelling with bold visual tension, the strategy sneaks urgency and truth into spaces where global audiences least expect it, turning passive scrolls into moments of awareness, empathy, and action.
Case Study
