Women in North Korea are highly affected by violence, poverty and forced labour and account for over 80% of North Koreans fleeing to South Korea in the last 10 years.
The team at Pentagram created the name, messaging and full design of the campaign which appeared across New York this autumn.
The hard hitting campaign features a powerful red dot which covers the faces of each portrait of a North Korean woman. The symbol reflects the pain, silence, and resilience of these women, with their faces concealed and their suffering overlooked.
Billboards appeared in Times Square and across 68 Manhattan newsstands, amplifying the voices of women whose experiences have long been hidden, and inviting international solidarity.
The red works like a "bullet point”, a brutal act of violence using the colour of blood and the Korean flag. It also works as a veil covering each face, whilst allowing the viewer to connect with the gaze of each individual woman.
Pentagram has created UNSEEN, a major campaign in support of North Korean women’s rights, bringing to the international stage the extreme situation of widespread abuse towards women in the country.
North Koreans are highly affected by violence, poverty and forced labour and account for over 80% of North Koreans fleeing to South Korea in the last 10 years. Leaving North Korea is dangerous and illegal, with escapees facing degrading forced labour and imprisonment if they are caught. Most women who make it to China suffer trafficking, slavery and sexual abuse.
The team at Pentagram created the name, messaging and full design of the campaign which appeared across New York this autumn. The hard hitting campaign featured a powerful red dot which covers the faces of each portrait of a North Korean woman. The red dot symbol reflects the pain, silence, and resilience of North Korean women, with their faces concealed and their suffering overlooked. The red layer works as a veil, allowing the viewer to slightly see through and engage with each individual.
Billboards appeared in Times Square and across 68 Manhattan newsstands, amplifying the voices of women whose experiences have long been hidden, and inviting international solidarity. The campaign culminated in an exhibition at Lume Studios on Broadway, also designed by Pentagram’s team.
“The red dot is literally like a ‘bullet point’ playing a haunting yet unforgettable role in this campaign,” explains Pentagram’s Marina Willer. “By obscuring women’s faces, it symbolises both an act of violence and a gesture of dignity, signalling resilience even in erasure. Its translucent quality forces both concealment and eye contact, compelling audiences to confront their suffering directly.”
Organised by Kelly Lee and team at MindMagnet
Curated by Dr. Stephanie Seungmin Kim
Supported by:
Amnesty International
FIDH (International Federation for Human Rights)
HanVoice
ICNK (International Coalition to stop Crimes Against Humanity in North Korea)
NKnet (Network for North Korean Democracy and Human Rights)
CSW (Christian Solidarity Worldwide)
Office
- London
Partner
Project team
- Marta Gaspar
- Hamlet Auyeung
- Fenella Rogers
- Martin Grigorov
- Leah Macarewich
- Charlotte Harmsworth
- Rita Desport
