No Excuse: A Cross Brochure for Social Change

Innovative design spotlights the fight against violence towards women

The “No Excuse” project by ABC Design Communication stands as a compelling example of how design can drive social change. Conceived and completed in Athens between July and September 2024, this square folded cross brochure was created in response to the urgent need for advocacy against violence towards women. The design unfolds to reveal a powerful visual narrative, combining impactful statistics, bold imagery, and straightforward messaging to engage and educate audiences on a global issue.

Each page of the brochure delivers striking facts, such as “1 in 3 women have suffered physical or sexual violence” and “137 women are killed by a family member daily.” These statistics are presented with bold colors and clear text, ensuring the message remains impossible to ignore. The interactive, foldable structure invites recipients to explore the content more deeply, transforming the act of reading into an act of engagement and reflection.

One of the brochure’s most distinctive features is its interactive layers, which symbolically remove representations of violence from a woman’s face. This visual transformation is both educational and emotive, reinforcing the brochure’s advocacy message. The inclusion of a wearable ribbon further encourages active participation, allowing recipients to visibly join the movement and spread awareness within their communities.

The design’s technical realization involved Adobe Creative Suite tools and materials such as paper and transparent gelatine. Measuring 12.3x12.5cm when closed and expanding to 37x36cm when open, the brochure’s dimensions were carefully considered to maximize impact while remaining practical. The project also incorporated personalized tags for each recipient, fostering a deeper connection and encouraging individuals to take ownership of the message.

Supported by extensive research, the “No Excuse” brochure leverages data-driven content to make the issue relatable and urgent. Less than 40% of women seek help after experiencing violence, a statistic prominently displayed to prompt reflection and action. The design’s success has been recognized with the Iron A’ Social Design Award in 2025, honoring its innovative approach and positive contribution to society.

Through its interactive format, compelling visuals, and focus on participation, “No Excuse” exemplifies how thoughtful design can empower individuals to become advocates for women’s safety and equality, making a meaningful impact in the fight against violence.