Based on extensive research and discourse analysis, this thesis provides insight into feminism, the perception of feminism, and its existing image problem. Problems based on old role models, their connections with each other and with the topic of feminism are being pointed out and explained.Subsequently, an implemented awareness campaign is presented and documented. The aim of this project is to create a better understanding among viewers within social media and to influence every-day discourse. Here, the focus is on visual perception and its potential to convey information and evoke emotions.Finally, the project is evaluated and discussed, based on a focus group and collected qualitative and quantitative data from Instagram.