Ne m’appelez pas Madame

UNICEF Burkina Faso
Services: Concept · Creative Direction · Executive Production · Campaign Strategy

Overview
A poetic and political campaign to reframe how language shapes power. Subtile created Ne m’appelez pas Madame as a bold refusal of the names society imposes on girls.

What We Did
From the initial provocation to the final rollout, we led the concept development, messaging, and creative direction including visual identity, scripting, casting, and live launch production.

Collaborators
Photography: Jadwiga Figula
Design: Fanny Brelet
Production: UNICEF team + Subtile

Impact
5,000 teenagers joined the launch in Ouagadougou. The campaign went viral on social media and became a reference for feminist storytelling in West Africa.