WETHEWEEDS

BRANDING | STRATEGY

WORK IN PROGRESS

Branding and strategy for a Campaign, focused on raising awareness of Agent Orange (AO) in Vietnam, in collaboration with Vietnam Association for  Victims of Agent Orange/Dioxin (VAVA).

CONTEXT

Agent Orange is a herbicide used by the US Army during the Vietnam war to kill mass greens and forests, a common hiding place for Vietnamese troops and soldiers. The herbicide is commonly used to kill weeds and was claimed to have no impact on human.
It left a devastating impact on both returning US servicemen and Vietnamese people. Cancer, birth defects and severe psychological and neurological problems are some of the effects of Agent Orange.

The symptoms and effects of Agent Orange can last up to 5 generations. There is currently no official cure.


︎ BRAINSTORM


DESIGN PROCESS
The term “weed” remained an intergral keyword of my design process. The usage of AO dehumanised and threatened the livelihood of millions and generations of Vietnamese, who were treated like weeds during the war. Their lives, their health and their future were wiped out just like any other plants.
On one hand, weeds are considered unwanted plants, or the plants that grew in the wrong place. People generally want to remove weeds from their garden, just like how a million lives were mercilessly wiped away during the Vietnam War. On the other hand, weeds are known to be tough; they are persistent, resilient, and can grow and thrive even in the harshest condition. 




︎ WETHE:WEEDS MISSION STATEMENT





Wethe:Weeds were created to encourage individuals and family members of AO survivors to take ownership of their condition by raising awareness of the disease and help to rejoin society.
The name Wethe:Weeds encouraged the survivors to take ownership of the word “weed”, turning it into a symbolism of strength and unwavering faith.




FURTHER DEVELOPMENT
An online platform/database generated by the people, for the people, where AO patients can make requests for donations or support needed for their family & community.
On this platform, they will be able to talk about their current condition, their progress, showcase their work or skills, and request for support. 



︎ WE:THEWEEDS IDENTITY




︎ WE:THEWEEDS VISUAL ASSETS






FURTHER DEVELOPMENT
Donors can follow the survivors and learn of their stories and can donate accordingly. Information is entered with the patient's consent, and the donors can choose to give to a general group or to a specific individual. Cases and requests are reviewed on a case-by-case basis, with some cases of an emergent, or severe nature will receive a larger quota of donations. All patients have equal footing to request for help or donation.

This platform will encourage frequent check-ins, where AO patients can provide updates, while donors can track their contributions, see how the resources were allocated and see if more support or donations is needed.

Donors and survivors can also meet each other via a monthly flea market, where AO survivors will sell products made by them or their family members.







︎ WE:THEWEEDS FARMER’S MARKET PROPOSAL