Nowadays, social networks are becoming more and more present in people’s lives. Especially young people spend a lot of time on social networks, such as Instagram, every day. Therefore, this thesis examines the effectiveness and design possibilities of feminist campaigns on Instagram to promote young adults’ engagement, knowledge, and awareness of this topic. By posting a campaign and conducting a subsequent online survey, it was possible to test what is important for campaigns of this kind and what should be considered.
It was shown that a coherent visual identity with modern illustrations combined with short facts that can quickly be absorbed can carry a feminist message to the participants. Using various inclusive design strategies, a campaign could be created that would engage the target group of young adults and motivate them to engage with feminism after the campaign. The limitations of the study include a limited number of participants and a specific focus on Instagram. Future research should expand these aspects by including other social networks or offline media and utilizing larger, more diverse participant groups. Overall, this work represents an intersection between feminism, communication design, and social media.
