Some people may be outright with their anti-fat bias while others may not realise the damage their behaviours cause to fat people. More often than not, conversations online easily spiral into arguments that leave both parties hurt.
The solution is to create a digital, interactive conversation that gives people a chance to voice their opinion while listening to the needs and experiences of others, learning new insights and perspectives as they go.
The use of animation and conversation choices keeps users engaged while discussing and exploring various aspects of fatphobia and existence as a fat person.
The branding is formed of a visual language that incorporates the logo and its conversational icons into all aspects of media produced. This allows for consistency without branding becoming simply badging with a logo.
Guerrilla advertising takes anti-fat content and spaces that already exist and raise a conversation or objection against them. These disrupt the unquestioned existence of these ideas and provoke the audience to share their response, leading them to the website.
Merchandise offers an opportunity for people to display their feelings, especially if the audience has a change in their fatphobic beliefs. Not only do these let the audience express themselves and show support for fat folk, but they also serve as interpersonal marketing for the project.
During all parts of project development, the user journey has been considered. To attempt to challenge the audience's views and behaviours means understanding the process both in interaction and thought that they will go through while connecting with the brand. The website design, advertising, and merchandise have all been designed to make the user journey seamless while getting the audience emotionally invested in a Big Conversation.