DreamBrander | Creative Agency

Women In Mining Ghana:
Changing Perceptions Campaign

Content Creation

Client profile

Client name: Women In Mining Ghana (WIM)

Service: Illustration, Graphic Design, Copywriting

The task

Women In Mining Ghana, a leading network that promotes the advancement of women in the natural resources sector, contacted us to help create a set of works for a campaign to change the perception of society concerning women in the extractive industry.

Our task was to tell stories that encourage young females to take up careers in the mining industry in general and also help educate society to embrace women in the male-dominated industry. A successful work should see more female enrolment in the said programmes of study over time and also increase employment of women in the industry.


We needed to understand what women thought about themselves with regards to taking up careers in the industry, and also the general perception of society concerning the subject.

Using illustration and a choice of lively colours, our solution centred on a strategy to affirm the mining sector as a career choice for women. We developed characters who spoke positively about their experiences in the sector. The secondary characters represent the rest of society acting to support the choices of these women and making decisions to encourage the younger generation not to shy away from the mining sector.