when UNICEF asked us to educate rural communities about domestic violence, we knew another boring powerpoint wasn’t going to work.

rural people need stories, not statistics.

the challenge?

creating someone approachable enough that people would relate to her, while still being credible enough to represent UNICEF’s mission of spreading awareness and protection knowledge.

so we created Mrs. May – a tailor whose name means “lucky” in vietnamese.

she became our storyteller, the unsung hero every small town has.

because the best education happens over tea, not in lecture halls.

chapter 1: introduction

chapter 1 is where things could get really boring really fast.

we’re talking about behavioral and social change communication theory for preventing violence against children and women. the kind of stuff that usually lives in academic papers and makes people’s eyes glaze over.

but Mrs. May doesn’t do lecture halls. instead, she turns complex communication concepts into simple tailor shop wisdom:

how changing minds is like mending fabric

you need the right tools,

the right approach,

and most importantly, you need to understand what’s actually broken before you can fix it.

associate creative director: my linh huynh

copywriter: chau huynh

art director: uyen phuong le (evie)