The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2024 One Show - Cultural Driver

The Congregation

Agency Klick Health / Toronto + Halley Sound / São Paulo

Client podHER
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Annual ID

OS24_CD033M

About the Work

Ending the constitutional right to abortion takes away an individual’s fundamental right to reproductive freedom and puts their health and safety at risk. The Congregation is a belief system created to protect reproductive rights and bring people together. Through the creation of our belief system and efforts, we are exploring how the first amendment of the constitution can be used to protect reproductive rights in court by a religious liberty claim in a post-Roe United States. Our challenge was to create an inclusive "religion" for the 21st century using a branding system that evoked religious iconography without being connected to any existing religion. In addition to using light to reinforce the idea of illumination, graphics inspired by sacred architecture and rounded shapes that represent people coming together guide viewers through accessible, human system of beliefs. The typography families used hinged on easy-to-read serifs with a touch of modern, reinforcing the accessibility and inclusivity of this modern-day belief system. All the assets were designed to give people the sense that The Congregation is a safe space for their own unique story. And like any "church" we've composed our "sunday service" song that embodies all of our beliefs. Aside protect reproductive rights in court by the religious liberty claim, our more than 10 thousand members have already helped dozens of women getting safe abortions through the Bridget Alliance, hundreds getting mental health support after an abortion through exhale pro voice and legal support through the Center of reproductive rights.