HI EVERYBODY! I LOVE MEETING NEW PEOPLE AND MAKING NEW FRIENDS! DO YOU WANNA BE MY FRIEND?
LET ME INTRODUCE MYSELF... I AM FROM THE MIDDLE EAST...
I AM AN ARAB, FROM EGYPT, NORTH AFRICA...
I AM A MUSLIM AND MY...
NAME IS... IS ALIAA...
WHERE DID EVERYBODY GO? DID I SAY SOMETHING WRONG?
CLEARLY , THERE IS A PROBLEM.
Who ME??
10% of American students said they have never travelled to the Middle East...
22 of American students said they did not know who Arabs are...
of them do not plan on going...
had negative or stereotypical images of Arabs and the Middle East in general...
OFTEN, the Middle East is perceived as desert land chaotic wars terrorist men oppressed women, etc.
*Statistics result of survey conducted on 49 American students at the University of Kansas.
And the media does a pretty good job of reinforcing these stereotypical misconceptions over and over again...In news AND movies...
BUT WE CAN DO SOMETHING ABOUT IT. WE
CAN
BRING
THE
REAL
PICTURE
BACK
SO LET’S START TO MAKE
A POSIT IVE CHANGE
LET’S START TO SPREAD
THE TRU H
LET’S START TO BRING
PEOPLE TOGE HER
DISCOVER REALITY CONNECT HAVE FUN nge PEACE LOVE m EMBRACE DIVERSITY EXPAND HORIZONS POSITIVE IMPACT en interact explore learn GROWTH soc
m
njoy cialize
WEST+ EAST
MISSION
AUDIENCE
&
GOALS
REPLACE, MISCONCEPTIONS + STEREOTYPES
MAKE THE LEARNING EXPERIENCE FUN + SOCIAL
WITH ACCURATE & OBJECTIVE FACTS ABOUT THE MIDDLE EAST
WITH ENGAGING DESIGN & USER INTERACTION
PROMOTE A PEACEFUL + POSITIVE ENVIRONMENT OF MUTUAL INTEREST & SOCIAL GROWTH
DIMENSION
WEST+ EAST
ZAG STATEMENT HOW WE
ARE
DIFFERENT
IS
THE
O N LY
INTERCULTURAL DIALOGUE PLACE THAT
PROVIDES
ACCURATE & OBJECTIVE INFORMATION ABOUT THE MIDDLE EAST IN AN ENGAGING WAY FOR
AMERICAN STUDENTS IN
THE
UNITED STATES + MIDDLE EAST WHO
ARE
INTERESTED IN LEARNING ABOUT THE MIDDLE EAST IN
AN
ERA
OF
WIDESPREAD DISTORTED INFORMATION, MYTHS, STEREOTYPES & MISCONCEPTIONS
BIG IDEA
THE REAL PICTURE BRAND
MIND
SPACE
FUNCTIONAL DIMENSION W+E is easy to access, easy to navigate and very fun and interactive to use. Getting my facts from W+E makes me conďŹ dent that I am being informed accurate, objective facts that will empower me and make me know what is right from wrong.
social DIMENSION Using W+E I feel connected to other open-minded people, which gives me hope and makes the world a smaller, friendlier place
MENTAL DIMENSION W+E makes learning about the Middle East a pleasure and replaces all my previous false misconceptions with the right information. I feel proud and conďŹ dent of my knowledge.
spiritual DIMENSION By getting my facts right, I am more open-minded, sociable, and eager to get to know others and condemn stereotypes. Thanks to W+E, I am contributing to world peace and development through intercultural dialogue.
BIG IDEA
THE REAL PICTURE BRAND
CODE
PROMISE &
USER
BENEFIT
We are the only place that provides accurate and objective information about the Middle East to American students in an engaging and beneficial way. The student who is exposed to all the accurate, objective informa tion about the Middle East
VALUES &
STYLE
To be accurate To be objective To be credible
To be pro-active To be fun To be positive
Modern
Bold
Vibrant
Engaging Caring
Fun Youthful
Intuitive Simple
IF
WEST+EAST WAS
A
PERSON
DREAMS &
ASPIRATIONS Travelling to new places every year. Making friends everywhere easily.
Being able to speak languages they don’t know. Achieving success and feeling productive.
MOTTO &
LIFE
QUOTES
Be brave and never let fear or hatred alter your destinations. Stay curious and positive. Be conďŹ dent and believe in yourself.
HEROES
& ROLE MODELS INSPIRATION
gandhi PEACE Peaceful activist that was the preeminent leader of Indian independence movement in British-ruled India. This would be one of the heroes because he inspires W+ E to become and lead the change W+E wants to see in the world.
MAZ JOBRANI HUMOR Also known as the Persian Pink Panther, Maz is an Iranian-American comdeian & actor who is part of the “Axis of Evil� comedy group that appeared on a comedy special on Comedy Central. Through humor, Jobrani covers the topics of racism/race relations, Islamophobia, Islam in the United States, Iranian culture, and the Middle East.
walter disney CREATIVITY American business magnate, cartoonist, ďŹ lmmaker, philanthropist, and voice actor. This would be one of the heroes because he made his dream come true in a time where entertainment was not meant for adults, and because he became a legendary name for the magical stories, movies and places that became many people’s childhood and dreams.
MARTIN L. KING EQUALITY American pastor, activist, humanitarian, and leader in the African-American Civil Rights Movement. This would be one of the heroes because he spoke of the truth and strived to make a dierence in his society in a time when segregation and racism were normal and encouraged. He helped eliminate racism and promote equality between white and black people, therefore contributing to a peacefully coexisting and unprejudiced population.
STEVE JOBS INNOVATION American entrepreneur, marketer, and inventor, who was the co-founder, chairman, and CEO of Apple Inc. This would be one of the heroes because he worked hard to make his goal a reality despite all the challenges he faced in his career. He became the unforgettable name that created the most known devices worldwide today: Apple.
MUSICAL
TASTE
LIFE
SOUNDTRACK
ENGLISH W H Y N OT BY H I L A RY DU F F
ARABIC WA H DA WA H DA BY H A M A K K I
INDIAN D O L A D O L A BY G AYAT R I I Y E R
FRENCH D O U B L E M I S E BY W I L LY DE NZ E Y
ROMANIAN ST E R EO LOV E BY E DWA R D M AYA
CURRENT
COMPETITION &
HOW W+E
STANDS
OUT
facebook SOCIAL
MEDIA
twitter D RI M EN NEADLINES PE SO NS A ILO H
Facebook is an online social networking service headquartered in Menlo Park, California. Facebook was founded on Febru-
Twitter is an online social networking service that enables users to send and read short 140-character messages called “tweets�.
ary 4, 2004, by Mark Zuckerberg with his college roommates and fellow Harvard .
Registered users can read and post tweets, but unregistered users can only read them.
buzzfeed ENTERTAINMENT An internet news media company. Founded in 2006 in New York City as a viral lab by Jonah Peretti. Has grown into a global[2] media and technology company providing coverage on a variety of topics including politics, DIY, animals and business.
teach mideast WEBSITE
Provides highly respected presentations on the Middle East for students & educators, A great resource to teach about and understand the Middle East, Islam and Muslims. Hence it is extremely reliable, but its interface looks boring and uninviting.
wikipedia
ONLINE
ENCYCLOPEDIA
The most popular wiki on the public web. Anyone with Internet access can write and make changes to the content, making it unreliable and questionable, and deďŹ nitely not a good source for students to get information from.
other RANDOM
WEBSITES
DIMENSION Other websites may be useful as they provide accurate information about the Middle East. However, because they are so badly designed and confusing to navigate, they do not make the user want to stay longer to ďŹ nd out more on the topic, a lost opportunity.
RSTAND FRIENDLINESS ize build SIMPLE NJOY ENGAGING chan INTUITIVE EASINESS INTEREST DISCOVER DIALOG MODERN COMMUNICATE CLARITY AL learn MUTUAL
DISCOVER REALITY CONNECT HAVE FUN nge PEACE LOVE D EMBRACE DIVERSITY R EXPAND HORIZONS POSITIVE IMPACT PE Y interact explore learn GROWTH CON
BRAND
& USER EXPERIENCE
MEET JENNA STUDENT AT
KU
STATUS UNDERGRADUATE STUDENT AT KU AGE & MAJOR
20, CHEMICAL ENGINEERING ENJOYS TENNIS, ROMANTIC COMEDIES & FOOD ORIGIN LAWRENCE, KANSAS
JENNA ON
CAMPUS
sees a poster at the Union, a building she frequently goes to after class to meet with friends or do some homework. The poster is a WEST + EAST poster and it is announcing an event where Middle Eastern and American students can meet and learn about each other in an informal and fun setting. Courtney is really interested in this event, and saves the name of the website referred to on the poster.
Log in and create your own proďŹ le
Choose from 7 dierent activities to browse and discover
Select from a variety of dierent stereotypes to browse and learn about
Browse and connect with a variety of other students from the U.S. and the Middle East who are also involved in WEST+EAST
Select from a variety of dierent languages to learn about
Browse and discover the diierent locations in the Middle East
Browse and discover a variety of dierent meals and recipes from the Middle East
The event draws to a close with the brand ambassador announcing the topic of the next event: culture, and expresses a thank you to everyone for attending the event.
The students pick up their very own W+E membership card
Visit the KU website at www.ku.edu
The students also pick up the brand ambassadors’ business cards on their way out
#groupselfie
#goodtimes
#mut
#funtogether
#spreadingthetruth
#support
tuallearning #tryingnewthings
#newfriends
#exploringtraditions
A L I A A
E L
K A LYO U B I