Social Campaign | Pamphlet | Website
The United States faces many important social issues, regardless of its reputation as a more progressive nation. One of the most significant problems is that of ultra-nationalism: An unyielding and often damaging belief that the US is the best or most important country amidst the global powers. Beginning at a young age, we’re trained to think our US-centric view of the world is normal and justified, but as we grow, that mindset becomes dangerous and leads to issues like racism,
xenophobia, and cultural ignorance. American Ego is a social issues campaign, utilizing logic and emotion to remind Americans of the dangers of blind nationalism. American Ego consists of an informative pamphlet, posters, and a website that repeats the campaign’s goal, most important statements, and provides additional resources.
The pamphlet draws in viewers with a controversial, ‘vandalized’ image of the iconic Uncle Sam. The campaign’s design is based on classic 1950’s “American Dream” imagery, with overly-cheerful, idealistic nuclear families, juxtaposed with graffiti-style overlays and illustrations of more realistic current Americans. This is done to illustrate how this ‘perfect’ American life never truly existed, and dwelling on those fantasies only worsens the problem. There’s a ‘red white and blue’ color scheme throughout the print materials, which are slightly altered and faded to make the connection more subtle. The juxtaposition of imagery and styles draws on the viewer’s sense of conflict, reminding them to reconsider and question their seemingly instinctual beliefs about their country.
Propaganda-inspired posters would be plastered on various walls and locations throughout cities, drawing the shocking imagery from the pamphlet so viewers would approach out of curiosity and shock value. They'd be redirected to the website to learn more about the cause.
The website repeats the information provided in the pamphlet, but includes further information, calls to action, and a news page selectively showing news related to the issue of nationalism.