UNICEF

In Mexico, there was a real risk of an entire generation being lost due to the COVID-19 pandemic. Without short-, medium-, and long-term actions to protect children and adolescents, this age group became significantly more vulnerable than previous generations to violence, poverty, educational challenges, and threats to both their physical and mental health. Overall, the existing inequality gap in Mexico was expected to widen.

#NoTeEngañes — don’t fool yourself — was a UNICEF social media campaign launched in late 2020 to raise awareness about how the COVID-19 pandemic impacted children’s lives in Mexico. The campaign featured photography by artists such as Verdeespina, Tanya Bindra, Adriana Zehbrauskas, and others.

I was responsible for the visual design of the campaign assets and the custom calligraphy used in the logo. The creative direction was led by the client, and my role was to bring their vision to life across graphics adapted for Instagram, Facebook, and Twitter.

The campaign stood out for its raw and human tone, aiming to highlight vulnerable voices and contrast the saturation of pandemic-related content at the time.

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