Esc it! is a public awareness campaign aimed at helping young people find support and escape the effects of cyberbullying.
I created the campaign name, designed the logo, and developed brand touchpoints including posters, billboards, and a website.
Cyberbullying manifests in many ways, such as hurtful direct messages, public shaming posts, or sharing of damaging content. While researching, I found that most awareness campaigns rely on dark imagery and serious photography, which too often blend into the relentless social-media feed and fail to engage their audience.
The challenge was to break this pattern by creating a cohesive brand identity and campaign touchpoints that feel warm, optimistic, and distinctive. I needed a logo and visual language capable of cutting through the noise, inviting genuine interaction, and empowering people to recognise, resist, and report cyberbullying, offering hope instead of fear.
I created the name Esc it! to suggest action and empowerment, playing with the familiar ‘Escape’ key to deliver a clear message: you have the power to escape toxic online spaces. The campaign uses bold typography, illustration, and the colour blue, a colour commonly associated with safety and anti-bullying movements.
To connect with a younger audience, I decided to take a different approach by avoiding photography and focusing on impactful slogans and illustrations instead.
The campaign name, Esc it!, came after many sketches and iterations. At first, I explored ideas like “Escape Hate,” but the word hate felt too harsh and took away from the message of empowerment. Eventually, Esc it! clicked, it was simple, inclusive, and metaphorically powerful, encouraging people to escape whatever form of bullying they might be experiencing.
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