TikTok, Instagram, Snapchat, and Twitter. These are the apps and websites that are most frequently visited by today’s adults and young adults. While these apps have the potential to serve as an outlet for creative, educational, and social opportunities, they often instead function as a domain of negativity, bullying, and shame with long-lasting impacts on the emotional well-being of its users. podhER wanted to fight back. podhER is a New York-based female, Latina-run organization founded by Ingrid Silva that helps all womxn embrace and understand their power through storytelling and meaningful conversations. Misturando (Mixing) our experiences with what’s important in our sociedade (society).

We wanted to create a metaphor using toxic gas clouds as a representation of the toxic comments online and the women using toxic gas masks as a way to try to protect themselves. The acting of the woman on the picture brings out this discomfort and desperation to the forefront through her body language even without being able to see their face inside of the mast.

17% increase in followers for @podher and 23% increase on engagement during the campaign