Greater Than Fear is a progressive Minnesota campaign to promote unity and inclusiveness in the face divisive rhetoric and dog-whistling politics that have dominated the US political stage since 2016.

I designed the complete visual identity and all communications materials used to promote the campaign at public demonstrations and throughout social media in Minnesota.

I chose to use the official state motto, "L'Etoile du Nord" (The North Star) as the inspiration for the logo so it could symbolically serve as a guiding light for campaign objectives.

I wanted to highlight inclusivity, and local reverence for “The Golden Rule” (“the principle of treating others as one's self would wish to be treated”). The campaign imagery showcased familiar cultural experiences like sharing “hotdish” (the beloved Minnesotan name for all casseroles) at community gatherings and special occasions.

The Greater Than Fear Campaign was one of the finalists for the 2019 Shorty Awards — it was given the ‘Audience Honor in Goverment and Politics'.

Learn more about this campaign’s origins via the fantastic new podcast series, “Brave New Words” by Anat Shenker-Osorio, featuring Sharon Goldtzvik as well as others who contributed to the success of the Greater Than Fear - Minnesota campaign.

https://bravenewwordspod.com/greater-than-fear-minnesota/

“Brave New Words takes listeners on a journey around the globe with renowned communications researcher and campaign advisor Anat Shenker-Osorio as she unpacks real-world narrative shifts that led to real-world victories. From electing the dynamic Jacinda Ardern Prime Minister of New Zealand, to repealing a national ban on abortion in Ireland, to beating back right-wing race baiting in Minnesota, Anat and her guests explore what made it possible to engage the base, persuade the middle, send the naysayers packing, and win.”

Art Director, designer, illustrator: Ed Kwong

Photo: Greater Than Fear Twitter

Client: ASO Communications, Uprise, Education Minnesota, Faith in Minnesota, and SEIU Minnesota