Graphic design might make you think of logos, clients, deadlines and product related projects. It is often associated with these and you wouldn't be the only one to think this!

Meanwhile, social justice might make you think of marches, public demonstrations, politics and news articles on social media. However, the two are actually very linked. Graphic design is essential for social movements because it uses the universal language of visuals and symbols to create impactful, viral messages.

This powerful communication tool can be used by individuals, businesses, or social causes to promote meaningful change. However, the effectiveness of design activism depends on correctly conveying the intended message, requiring skills and understanding in both graphic design and protest languages.

Design activism uses visual communication to promote humanitarian causes, taking advantage of design elements to inspire collective action.

The term isn't positive or negative as design activism can be used for a variety of causes from protest art to propaganda.

Another term used in this space is 'social impact design' and is sometimes used interchangeably with 'design activism,' however they have different goals:

Social Impact Design: Aims to solve specific humanitarian problems through real-world design solutions

Design Activism: Raises awareness and support for causes, sometimes preceding social impact design by generating interest and funding.

Businesses and individual designs can engage with design activism and they do so for different reasons. While an individual can design for a local group that they support (e.g. providing flyers for a community theatre), businesses will sometimes engage in design activism in order to generate profits.

This is a difficult line to walk as customers now want to feel as though their money is doing more than profiting a business. Research by Accenture Strategy that surveyed 30,000 people across 35 countries found that “62 percent of customers want companies to take a stand on current and broadly relevant issues" however, they also found that 47% will walk away if the brand takes a stand they disagree with or worse, no stand at all.

To show that they are considering more than just emotional impact and designing for meaningful change, businesses and designers should consider: 

• Start with the intention of supporting positive change for people and environments. This must take priority over appearing "good" or creating profits.

• Make the message clear. Even with the best intentions, confusion can create unhelpful backlash.

• Get outside opinions from diverse perspectives. Make sure to consult members of the target communities from the beginning of the design process.

• Plan for real impact. What is the actual outcome you want to have? While raising general awareness of an issue can be useful, it’s often better if viewers have a specific action they are drawn to through the design e.g. an important vote, a place to donate or link to head to for more info.