SELF-EFFICACY GUIDEBOOK

THE BRIEF 

This project was inspired by the challenge to visualize an academic theory. In this case, the theory brought to life was found in Bandura’s 1997 work on self-efficacy as the exercise of control.

Because this creative project took place in the midst of the MeToo movement and the Kavanaugh hearings, I made the choice to utilize a bold and strong color palette typically associated with females. Additionally, a majority of the songs and quotes given are from female contributors.

THE SOLUTION

The result is a guidebook that will never be described as comprehensive and yet contains elements of research, poetry, advertising, and more. This is not a guidebook meant for females only, but it is designed to empower a female demographic and to give examples of females displaying levels of self-efficacy that are often not showcased in traditional advertising or media executions.

Created during December 2018 and January 2019