Love Thyself: Spreading Awareness through an Ethical Design

An Innovative Awareness Campaign by Lama, Rama, and Tariq Ajinah

In a world where we often prioritize the needs of others over our own, it is crucial to remember the importance of self-love. The "Love Thyself" campaign, created by renowned designers Lama, Rama, and Tariq Ajinah, aims to spread awareness about the significance of treating oneself as royalty. Inspired by the regal outfits of deck cards, this unique artwork visualizes the virtue of indulging in our inner psyche and the positive impact it can have on ourselves and our surroundings.

According to Erich Fromm, love is the answer to being human, the key to sanity. The "Love Thyself" campaign seeks to remind individuals of the power of self-love. It goes beyond selfishness and embodies a positive attitude of responsibility and awareness towards oneself and the world. By treating ourselves as royalty, we empower our inner selves and create a ripple effect of positivity and self-empowerment.

The artwork, realized through digital collage, features portraits of individuals from all walks of life adorned in royal attire. This visual representation aims to convey the message that anyone can experience the regal feeling of self-love, regardless of their background or circumstances. The campaign includes posters measuring 175 x 118 cm and T-shirt prints measuring 20 x 25 cm, making it accessible and visible in bustling cities where individuals often forget to prioritize their own needs.

Creating portraits out of unprivileged individuals was a creative challenge for the designers. However, by applying the royal outfits, they successfully conveyed the concept that everyone has the potential to be royal when they embrace self-love. The campaign serves as a reminder that loving oneself is not only a personal journey but also a universal concept found in literature, philosophy, and religions.

The "Love Thyself" campaign was brought to life in Turkey, Istanbul, over the course of one week. Its unique blend of art, fashion, and graphic design captures attention and sparks conversations about the importance of self-love and its transformative power. By spreading awareness and encouraging individuals to prioritize their own well-being, this ethical design contributes to a better world.

The "Love Thyself" campaign by Lama, Rama, and Tariq Ajinah was recognized for its excellence and innovation, receiving the Iron A' Design Award in the Advertising, Marketing, and Communication Design category in 2020. This prestigious award honors designs that are well-crafted, practical, and innovative, meeting professional and industrial requirements. The campaign's integration of industry best practices and its positive impact on individuals' well-being make it a deserving recipient of this esteemed accolade.