Founded by Tamzin Outhwaite in 2023, We Free Women (WFW) provides fully funded retreats to women overwhelmed by caregiving, medical or other life pressures, allowing them to rest, reconnect and recharge.
We Free Women
“The funds raised at our event allow us to send so many women through our retreat programme in 2024. I’m overjoyed and full of gratitude - this would not have been possible without the generosity of our sponsors and of our guests and donors.”
The challenge
How do we reclaim self-care from the lens of capitalism, whilst tackling the root cause of burn out for the women in our lives?
Consumerism has long hijacked the term of self care, bombarding us to buy luxury products as a remedy. For many women not within a certain tax bracket, self-care feels unattainable, making them feel unworthy of care or advocating for their needs which leads to feelings of shame.
The solution
Cutting through the noise to get to the root cause of the issues, we addressed the systemic issues and disproportionate ‘silent workload’ undertaken by women daily. The animation highlighted the need for long-term practical solutions that can be realistically achieved and also emphasise how community is key. The illustrations were integral in representing real women, to move beyond stereotypes and ensure authentic representation and empowerment.
The results
Exhibited at the We Free Women 2023 Launch Event in London raising over £22K.
Illustrations & Animation became part of the organisations brand and storytelling across their website, socials and garments gifted to retreat attendees.
Credits
Senior Creative & Looping Animations - Sarah Verrall
Script writer - Alex Gilmore
Illustration - Fran Morton & Sam Holmes
Animation - Jackie Miller
Animation produced for We Are Cognitive
