We we were thrilled to have one of the leaders behind the creation of the NO MORE symbol, Christine Mau, featured in Women’s eNews for her work using design to change the world. Global design director at Kimberly-Clark, Christine also serves on the NO MORE Executive Committee. Details on her contributions to NO MORE from the recent article written by Claire McCormack, 21 Women Leaders 2013 – Seven Who Carve Global Pathways, can be seen below. The article originally appeared in Women’s eNews on Jan. 3, 2012.
Christine Mau: Designer for Anti-Violence Chorus
For Christine Mau, design can change the world. In the most recent demonstration of her belief, Mau led a team dedicated to using marketing strategies to reduce domestic violence and sexual assault.
As global design director at Kimberly-Clark, soon to be in charge of its European branding, Mau’s work for the company is celebrated for sending a strong feminist message to women and girls all over the planet. With brands like Kleenex, Scott, Huggies, Pull-Ups, Kotex, Poise and Depend, Kimberly-Clark holds the No. 1 or No. 2 brand share in more than 80 countries.
“I am a woman, I am powerful and, yes, I prefer bright turquoise tampons,” Mau says.
Mau is known for bringing radical and stylish looks to older generic products, such as the U by Kotex that features a neon rainbow line of feminine care products.
“The idea is to be proud, bold and in your face. A hot pink, lime green or orange tampon is unapologetic. Yeah, girls menstruate. There it is,” she says.
A native of Wisconsin, she is a survivor of domestic violence and sexual abuse. Mau decided in her late teens that she “would have options and control over my life with the ability to support myself so that I didn’t have to accept abuse from anyone.”
Fascinated by the art of greeting cards, children’s books and indeed Kleenex tissue boxes, Mau used her love of design to win a scholarship to the University of Wisconsin Green Bay. She also completed, with sponsorship from Kimberly-Clark, the certificate program “AIGA: Business Perspectives for Design Leaders” in Executive Education at Harvard Business School.
In 2010, Mau was invited to join a small group of leaders in the anti-violence movements with one big idea: to end domestic violence and sexual assault.
Mau was instrumental in defining the mission, creating the brand and commercializing the project. Their work evolved into the creation of the NO MORE symbol, designed to galvanize change and radically increase the awareness of domestic violence and sexual assault. NO MORE campaigns will be launched simultaneously by a host of activist organizations this spring.
“I equate the idea behind NO MORE with ‘Horton Hears a Who,’ when all the Whos sang in unison they were heard,” she says. “When organizations come together under one powerful symbol we can create a deafening voice.”
The recipient of multiple industry awards, including the highest honor of the global Diamond Pentaward, Mau was named in Advertising Age’s 25 Women to Watch 2010 and listed as one of Graphic Design USA’s People to Watch 2011.
“It is unacceptable that 1-in-6 women are survivors of sexual assault,” says Mau. “We wouldn’t stand for this figure if it represented bankruptcy or being struck by lightning.”