Imagine a Wales Without Violence

Violence ruins lives. It comes in many different forms, and affects all of us in some way or another. Whether or not you’ve been a victim of violence yourself, it’s society’s problem and we all have a responsibility to do something about it.

We’ve been working with the Violence Prevention Unit (VPU) and Media Academy Cymru on the Wales Without Violence campaign. 

The aim is to engage young people in a youth-led initiative to end violence in Wales. 

Creating a safe space

Working alongside the VPU and Media Academy Cymru, we set about creating a safe space for young people to engage with the issues. Within a week, we’d scouted a space in Cardiff’s Duke Street Arcade, and turned it into an interactive pop-up shop.

Many people visiting the space had experienced violence first-hand. It was vital they felt safe to share their views and contribute to the consultation without fear of repercussions.

We designed the pop-up shop with a variety of interactive elements, allowing young people to engage in ways that felt comfortable for them.

There was a confidential letter box, where people could note down what makes them feel safe. Our polaroid selfie station offered a variety of anti-violence messages to strike a pose with. And the solidarity wall invited visitors to simply add their thumbprint for a Wales without violence. 

Empowering with positivity

We wanted the space to inspire with positivity – to empower young people to believe a Wales without violence is possible. Our feel-good facts wall spread messages of hope, and we designated a space for sharing tips on how to take care of your wellbeing. 

Since the space opened its doors a few weeks ago, it’s been visited by people from all walks of life. We’ve had tonnes of great feedback, and plenty of interaction with the different elements of the space.

A sense of determination

The branding of the space is simple. Contrasting neon green and black creates a feeling of contemporary nightlife, coupled with linear graphical elements created from the shape of Wales. 

A strong typeface adds emphasis to top-line messaging and makes content easy to engage with. We chose imagery to represent the diverse young people in Wales and their concerns about violence.

Our photography communicates ‘quiet empowerment’ – a sense of understated yet undiminished determination to make change happen. We wanted to acknowledge fears and concerns about violence alongside a resolve to leave it behind. 

This collaborative project was a step in the right direction, giving young people a safe space to share their experiences, thoughts and ideas for a future without violence.

We worked with passionate people who commit their time to ensure violence prevention in Wales is effective and sustainable. This is the kind of work that keeps us inspired, and we look forward to future collaborations like this one.