ANIMATING EQUALITY

The Journeyof 'Amina'

East & Southern Africa

UN Women ESARO

Animation + Brand Toolkit

PARTNER / CLIENT

UN Women East and Southern Africa Regional Office (ESARO)

THE CHALLENGE

UN Women ESARO had a bold new strategic note—and a powerful vision for gender equality across 13 countries. But turning that vision into something people could connect with, understand, and carry forward required more than frameworks and statistics.

They needed a story-driven communication approach—one that could humanize their priorities and resonate across languages, sectors, and borders.

OUR APPROACH

In a region rich with diversity and complexity, Sidekick approached the work with humility and curiosity—starting, as always, by listening.

We interviewed ESARO staff and creative collaborators. We researched regional aesthetic and narrative preferences. And we worked closely with UN Women to ensure every visual, word, and moment respected the lived experiences of women and girls in East and Southern Africa.

At the heart of the project, we created Amina—an animated character representing millions of real-life girls and women whose potential is shaped by both systemic barriers and hope for change.

Amina’s story became the emotional thread that tied together UN Women’s six strategic pillars—from gender-responsive governance to economic empowerment and disaster resilience.

SIDEKICK’S ROLE

Story development and creative direction rooted in regional research
Full production of the “Amina” animation—script, storyboard, illustration, voiceover, and final edit
Narrative framing to align strategic goals with human-centered storytelling
Design and production of supporting assets, including:
- A regional strategy booklet
- Presentation decks for internal and external use
- Branded folders and print materials
Close consultation with UN Women ESARO throughout to ensure alignment and authenticity

IMPACT

Amina now anchors UN Women’s ESARO strategic communication toolkit (2022–2025), used across stakeholder presentations, internal briefings, and partner engagement
Provided a cohesive narrative and design system to communicate complex development priorities in accessible, emotionally compelling ways
Fostered stronger internal alignment and provided staff with a clear story and visual language to represent the region’s shared goals
Built with flexibility for use across multiple formats and regional contexts—Amina is now a cornerstone of the office’s communication materials

WHY IT MATTERS

Complex strategies need more than frameworks — they need narratives people can connect to and champion
Emotional storytelling helps internal and external audiences grasp, adopt, and share big-picture goals
Unified narratives create consistency across diverse regions, teams, and stakeholders
Visual and character-driven approaches make abstract priorities tangible and memorable
Bringing emotional clarity to strategy strengthens brand credibility and drives alignment at every level