SARV
Campaign Direction ⋆ Graphic Design ⋆ Illustration
Year: 2024
Organisation: Tribe Agency
Blurb: A purpose-driven visual campaign addressing Sorcery Accusation-Related Violence (SARV) in Papua New Guinea. Through a modular illustration set and a strategic design system, this initiative raises awareness, drives urgent policy discussions, and empowers leaders to take action.
The Problem & The Goal
Sorcery Accusation-Related Violence (SARV) is an urgent and deeply entrenched crisis in Papua New Guinea. Accusations of ‘sanguma’—or sorcery—have long been used to explain misfortunes such as illness or death, but in recent years, these beliefs have escalated into brutal acts of violence, particularly against women and vulnerable individuals, leaving communities fractured by fear and misinformation.
Addressing SARV requires more than policy change; it demands a cultural shift, widespread education, and strong leadership. As part of the PNG–Australia partnership, the Building Community Engagement Program (BCEP) engaged Tribe Agency to develop a compelling visual campaign for the Highlands Leaders’ Summit. This summit brought together policymakers, local leaders, and key stakeholders to drive actionable solutions. The challenge was to communicate the severity of the crisis in a way that was both urgent and accessible—ensuring decision-makers fully grasped the issue without using visuals that could be graphic or alienating.
The Idea & The Solution
To balance impact with sensitivity, we developed a modular illustration system that distilled the complexities of SARV into a cohesive visual language. Given the need for highly detailed, bespoke visuals—but the necessity of avoiding photography to protect victims’ privacy—we created a flexible set of illustrated elements. These could be combined in various ways to convey key messages, occurrences, and statistics, ensuring consistency across all campaign materials while allowing curated, impactful narratives to emerge.
A raw, textured linework style was chosen to reflect the gravity of the issue, capturing the harsh realities faced by survivors while maintaining respect. Every illustration was carefully crafted under my creative direction to ensure relevance and inclusivity. The modular approach allowed seamless adaptation across print and digital materials, reinforcing clarity and impact at every touchpoint.
Beyond illustration, a structured visual identity enhanced engagement. A raw, earthy colour palette grounded the campaign in local context, while high-contrast layouts and bold, unyielding typography commanded attention—making complex information striking yet accessible. By transforming a challenging visual requirement into a strategic, adaptable design system, the campaign effectively engaged key leaders, driving critical discussions and positioning SARV as a national priority—pushing the issue beyond conversations and toward meaningful action.
