A new campaign is encouraging women to grow their body hair for a good cause.

Know Studio was approached to create an identity for Get Hairy February.  The concept is: grow your body hair during the month of February and raise money for services that help women who’ve experienced domestic violence.

Founder Alex Andrews writes,

Most of us aren’t given the chance to decide what we think about our body hair before we feel the pressure to remain smooth and hair-free. Today, girls as young as 10 remove their leg and underarm hair. Instead we’re encouraged to look outside of ourselves for answers about how we should treat our bodies, and we are made to feel vulnerable because of it. We become vulnerable to an ideal of beauty that demands dieting and cosmetic surgery as a source of self worth. And it is this vulnerability that allows for other further exploitation – it provides a pathway for individual predators, the beauty industry, and even for the law to dictate the way a woman should look and behave.

Body hair is just hair – but what you do with it is powerful. I started Get Hairy February to give others an opportunity to find out how it feels when you no longer want or expect your body to conform. For the month of February, women all around Australia will let themselves grow.

We created the following identity in response to the brief from Alex. Creating something that was fun, playful and positive. An identity that people could proudly rally behind.

Combining the identity with Illustration by Jordyn McGeachin added an extra element to play with when creating additional designs and social media posts.

The creative was able to continue developing internally with it forming a foundation for social media posts and even a pin for girls to wear throughout the campaign.

Money raised by Get Hairy in February went to the Full Stop Foundation, which supports Rape and Domestic Violence Services Australia, an organisation that provides over-the-phone trauma counselling to those affected by violence. It also works to end violence in Indigenous communities and runs prevention programs for men.