New Blood Entry — Adinkra Braids
Award: Yellow Pencil
The Case for Her & Hey Jane / 2023
In Ghana, women face stigma and cultural barriers in discussing their reproductive health. However, their culture is their pride, especially Adinkra symbols, and braids—both of which are a way of life for them.
To break the stigma and promote 'abortion is healthcare', Hey Jane, The Case for Her and Initiative for Gender Equality and Development in Africa (IGED Africa) presents "Adinkra Braids". An initiative to empower women to start conversations about their rights and proudly display their love for their culture while advocating for their own health and well-being.
The idea can potentially expand beyond Ghana, esp. to Western Africa due to Adinkra symbols’ connection with the Akan culture. Further, it can expand globally among women as a movement with an underlying fashion statement.
What did the judges have to say?
Adinkra Braids was incredible in terms of insight and creativity. A fantastic creative response that is free to the person in need and simple to execute. The creative assets also looked brilliant and appropriate to the local community insight.
Ned Mendez, Founder and Director, Clash Digital
A visually stunning campaign that not only focused on education and awareness, but empowering individuals to create a community of supporters.
Rebecca Davis, Communications & Partnerships Lead, Hey Jane
From the initial group of ideas I was tasked at evaluating, it immediately went to the top of my list. It was both a strong idea based on something that had cultural importance in Ghana and was beautifully executed – from the beautiful details of each braid design (seeker of information, provider of information), the engagement of the community through hairdressers, and the involvement of local non-profit organisations.
Amanda Jaskiewicz, Director, SheSays