Britain is almost unique in its reaction to the term ‘human rights’.

In Britain, the public report being exposed to an overwhelmingly negative narrative about human rights, with around half of adults saying the stories they hear are negative (48%), compared to only 22% of British adults seeing positive stories on human rights.

The team behind Fly the Flag have set out to change this. They want everyone in the UK to hear positive stories about human rights. We want to grow our collective value of them. 

The main objective of Fly the Flag is to empower everyone, in every corner of the UK, to learn about, embrace and uphold their human rights. In turn, this will create an even more cohesive and fair society in the UK. 

We kept things simple with a typographic mark and a simple colour palette. The visual identity had to be strong enough to stand alone on merchandise and publications but flexible enough to adapt o many different applications.

The first year saw a whole series of arts interventions and cultural happenings with the ambition that the last week of June will become an annual creative celebration of human rights.

And alongside that cultural activity, every school in the UK received a creative education pack to encourage them to Fly the Flag and discuss human rights with their pupils. We designed materials for each year group…

Alongside the branding we created an online presence for the project. The site provides a platform for each year’s activities, and a portal for the ongoing work with schools, plus a shop where flags and other merchandise are available.