PHOTO: Vietnamese Women’s Museum’s empowering posters highlight an important issue in Dentsu Vietnam’s campaign

The Vietnamese Women’s Museum, together with Dentsu Vietnam, has created new thought pieces to their reservoir of feminine art—but with a twist.

The museum aims to showcase the role of women in Vietnam’s society, and is one of Hanoi’s top tourist destinations with over 25,000 artworks and objects displayed for anyone’s viewing. Since 1995, they’ve been organizing displays dedicated to gender equality.

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This display, in particular, is an homage to the key role of women during the Vietnam War and the existential challenge they face in the workplace. According to Dentsu, with these propaganda-style posters, they are linking the history of Vietnamese women’s empowerment through the Vietnamese War with current trends in global media. “The images used for the three posters in this “travel-through-time” series also hint at a wealth of other visual treasures waiting to be discovered within the museum’s historical photo collection,” said Executive Creative Director, Masako Okamura.

The Director of the museum, Ms Nguyễn Thị Bích Vân expressed her gratitude to the agency for its contribution to the museum with the following comments: “The museum preserves the cultural heritage of Vietnamese women, but also strives to educate young and old generations on the importance of gender equality.”

In using modern trends and visual design, the Propaganda style of the posters has given them the channel to express their frustrations over current political landscapes. They’ve tackled over women’s rights, the ‘Glass Ceiling’ issue, and hashtag trends on Facebook.

The agency, knowing Vietnam’s cultural fascination with the West, proposed to create a buzz using foreigners as the chief target audience, in the hope that more of the local population would follow suit and visit the museum. This would then led them to use English as a medium as opposed to the standard, which is Vietnamese.