Flip The Script

Aimée Jade

Mission

“Flip the Script” is an online campaign in honor of International Adoption Awareness Month (IAAM) in November with a focus on Chinese-American adoptees, drawing inspiration from previous IAAM projects by the nonprofit, China’s Children International (CCI). This campaign aims to shift the focus away from adopters and instead allow a space for adoptees to share their unique narrative, thus “flipping the script”. Although advocating for adoption is important, it must also be acknowledged that adoption IS a form of trauma. Uniting with other adoptees and giving voice to your story is a powerful way to process, grieve, and celebrate losses and successes throughout the journey of being adopted.

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Kit of Parts

Kit of Parts: Parameters

1. At least 3 words used at all times: “flip”, “the”, “script”
2. 3 letters connected at all times: one letter from each word must connect to the word(s) below/above it using an ascender, descender, or vertical line
3. Stretching: All verticals in each letter can stretch to any length greater than the original letterform, but no other part of each letterform should stretch
4. Reflection/Flipping: For the first campaign, “flip” will not be rotated to allow for greater readability. Entire words can rotate so that they are upside-down, but not just individual letters (To push idea of flipping entire “script")
5. Alignment: When words go to the edge of a poster/screen/etc. the word should be flush with the edge at caps height on both top and bottom edges

• Geometric
• Sans serif
• Vertical strokes thicker than horizontal
• Stacks well
• Creates vertical ligatures nicely

Lowercase

• More personality
• Friendly
• Approachable
• Aids with the telling of a unique story about a sensitive topic that often extends back into childhood

Colors

Brand Colors: Red, black, white

Gradients: Use province, state, or national colors for “flip the” to symbolize your location of origin and province, state, or national colors for “script” to represent where you live currently

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Campaign 1

Future Possibilities

Kit of Parts

Kit of Parts: Parameters

1. At least 3 words used at all times: “flip”, “the”, “script”
2. 3 letters connected at all times: one letter from each word must connect to the word(s) below/above it using an ascender, descender, or vertical line
3. Stretching: All verticals in each letter can stretch to any length greater than the original letterform, but no other part of each letterform should stretch
4. Reflection/Flipping: Entire words can flip horizontally/vertically/both, but not just individual letters (To push idea of flipping entire “script")
5. Alignment: When words go to the edge of a poster/screen/etc. the word should be flush with the edge at caps height on both top and bottom edges

Future Campaigns

Future Campaigns

Thank You!