Positively utilising digital platforms for social change

Designing for social change isn’t a new thing. The movement towards designers prioritising social change over the “high pitched screams of consumerism”, as articulated in the “First Things First” manifesto, originated in the 1960’s. (Garland,1964) However, today, many designers are positively using digital platforms to do so.

(Women are Perfect, 2023)

(@Ladieswinedesign, Instagram, 2025)

Ladies Wine and Design, founded by Jessica Walsh in 2015, uses social media to spotlight the "systematic oppression women face" (Hemingway, 2023), particularly gender imbalance in design, and to advocate for greater equality of opportunity. The project grew through social media and now hosts regular events in over 200 cities worldwide.

On Instagram, they frequently share quotes from influential women, effectively keeping gender imbalance in design part of the public conversation. These posts follow a consistent aesthetic—black border, white background, black centred sans-serif text—making them instantly recognisable. They also feature work by female designers, accompanied by summaries of their practices and links to their social media.

The alternating pattern of quotes and artwork makes their feed distinctive—something rarely seen on the platform. By highlighting underrepresented designers like Jessica Sabogal, Walsh uses the project’s reach (72.8k followers) to challenge inequality and promote inclusion in the design industry: “Empowering women & non-binary creatives around the world.” (Walsh, n.d.)

(Pussyhat Project, 2016 - 2025)

Another project that grew significantly through digital platforms is The Pussyhat Project, co-created in 2016 by Krista Suh and Jayna Zweiman. It was designed to support women’s rights and foster solidarity, creating what they call “design interventions for social change” (Zweiman and Suh, n.d.). The movement quickly gained momentum on social media, with the website encouraging people to share hat patterns and photos of their creations online. This demonstrates how digital platforms can drive social change by expanding reach, raising awareness, and inspiring participation.

The pussyhat became a powerful symbol of solidarity for women’s rights and political resistance. Thousands knitted and wore the bright pink hats in support of women’s and reproductive rights, and in protest of the Trump administration’s misogynistic rhetoric and actions.

The hat’s bright pink colour has sparked debate, with critics claiming it reinforces racial and gender exclusivity due to the word “pussy” and its visual association with certain skin tones (Timpf, 2018). However, I disagree with this interpretation. The use of pink is a deliberate embrace of femininity—often dismissed as weak—symbolising compassion, love, and strength. By flooding protests with this “sea of pink” (Victoria and Albert Museum, 2018), the project makes a bold, unapologetic statement: we are proud to be feminine, and we stand for women’s rights.