o t e m
i t s ’ It Mazhar Bagasrawala UG-4 Graphic Design
U
E G D
“Sitting is the disease of our time.� -James A. Levine
Obesity Specialist
Design Brief Find a social issue that requires design intervention Study the problem & who’s most affected by it Target 2 groups of people Develop communication solutions for the same
Physical Activity? WHO defines physical activity as any bodily movement produced by skeletal muscles that requires energy expenditure – including activities undertaken while working, playing, carrying out household chores, travelling, and engaging in recreational pursuits. The term “physical activity” should not be confused with “exercise”, which is a subcategory of physical activity that is planned, structured, repetitive, and aims to improve or maintain one or more components of physical fitness. Both, moderate and vigorous intensity physical activity brings health benefits. The intensity of different forms of physical activity varies between people.
Benefits of Physical Activity Regular physical activity of moderate intensity – such as walking, cycling, or doing sports – has significant benefits for health. At all ages, the benefits of being physically active outweigh potential harm, for example through accidents. Some physical activity is better than doing none. By becoming more active throughout the day in relatively simple ways, people can quite easily achieve the recommended activity levels.
Regular and adequate levels of physical activity: -improve muscular and cardiorespiratory fitness -improve bone and functional health -reduce the risk of hypertension, coronary heart disease -stroke, diabetes, breast and colon cancer and depression -reduce the risk of falls as well as hip or vertebral fractures -and are fundamental to energy balance and weight control
Physical Inactivity?
The condition where an individual leads a Sedentary Lifestyle (no or irregular physical activity). It is commonly found in both the developed and developing world. Sedentary activities include sitting, reading, watching television, playing video games, and computer use for much of the day with little or no vigorous physical exercise.
Physical Inactivity?
The condition where an individual leads a Sedentary Lifestyle (no or irregular physical activity). It is commonly found in both the developed and developing world. Sedentary activities include sitting, reading, watching television, playing video games, and computer use for much of the day with little or no vigorous physical exercise.
The 4th highest risk factor for deaths worldwide! 1/3 adults is not as active as he should be. Causes 3.2 million deaths every year Takes almost as many lives as smoking does. WHO Member States have agreed to reduce physical inactivity by 10% by 2025.
Physical Inactivity is a risk factor for: Cardio-Vascular disease Diabetes Breast & Colon Cancer Obesity Depression/Hypertension Stroke Osteoporosis
Objective
Regular Sustained Activity the solution must provide a sustainable method of keeping the users active
Awareness about the negative impact of physical inactivity
Happiness in the target groups’ lives
WHO Guidelines Global Recommendations on Physical Activity for Health
Children (5-17)
Adults (18-64)
60 minutes of moderate to vigorous aerobic activity daily
150 minutes of moderate intensity aerobic activity a week
Strength training for bone and muscles 3 times a week
Muscle strengthening at least 2 days a week
Additional activity provides further health benefits
300 minutes of aerobic activity should be performed for additional health benefits
Target Audience #1 Stationary Adults (18-55 years)
Psycho-Analysis Mature Individuals with Responsibilities Need a Strong Incentive to change Unaware of Health hazards caused by Physical Inactivity Relatively health conscious
Target Audience #2 Inactive Kids (5-12 years)
Psycho-Analysis Rebellious/Stubborn Curious Innocent/Unaware Playful Need a very Strong Incentive to change
User Personas
Bruce Simpson
Margaret Henderson
Age: 7 Excels at academics Loves watching cartoons & films Plays football thrice a week His evenings are unstructured Not health conscious
Age: 32, married Post-grad degree Works at a talent management company Extremely proficient with internet & computers Spends about 5-6 hours at a desk daily No free time during work hours Relatively health conscious
Strategy #1 Adults In order to ensure regular sustained physical activity, a system should be created. One that users can follow regularly.
1
Create an entity that guides desk-bound adults in being more active: within & outside of their workspace.
2
Call this entity BUDGE. (make or cause to make a slight movement) It gives the mental idea that being a part of the entity does not take too much effort on the users’ part.
3
Create incentive to join Budge. (possibly by spreading awareness about the negative impacts of inactivity)
4
Promote the spread of Budge. Every member can make nonmembers budge!
Strategy #2 Kids The mind of children cannot be bothered with complicated systems and statistical data. Direct communication solves the problem best! Kids have a nature to sustain an activity.
1
Find the appropriate media to reach out to children.
2
Give them incentive to be more active, & ditch their sedentary habits.
3
Budge can also work in tandem with schools to organise physical activities or create communication within the school campus itself!
Aligning with the WHO WHY THE WHO ? 1. Extensive Resources 2. World Reach 3. Provides strong Financial Backing WHO is the directing and coordinating authority for health within the United Nations system. It is responsible for providing leadership on global health matters, shaping the health research agenda, setting norms and standards, articulating evidencebased policy options, providing technical support to countries and monitoring and assessing health trends.
4. Establishes a sense of Trust 5. Brand Value 6. Lastly, the WHO has been working tirelessly on the problem of Physical Inactivity. It is but logical that they should be the ones to communicate this message through Budge.
Media? #1 Adults
#2 Kids
The Logo Keywords for the budge logo Fresh, Energetic, Motivational, Childlike, Appropriate, Unique
The Logo
The Final Form
The Logo
The Logo The Final Logo: White ? Strictly speaking, white is not a color, but the manifestation of the presence of all color - the complete energy of light. It stands for wholeness and completion. It holds the potential to move toward every other color and this makes it a good choice for new beginnings, and development in any direction. In white, the logo has a mature but yet interesting and childlike feeling.
Solution 1.1 #1 Adults
THe BUDGE WEBSITE A website that guides the users on being more active daily.
USERNAME
Sign Up! It’s Free
Mazhar94 PASSWORD
Inactivity can kill you Would you like to be more active?
It’s Time to Budge!
budge (verb)- Make or cause to make a slight movement. As the name suggests, Budge is a platform which helps you battle Physical Inactivity without taking too much time or effort out of your normal routine. The Budge campaign is a World Health Organisation initiative started in 2014.
And guess what. Budge is free!
Physical Inactivity Our bodies were built to move. With machines doing most of our work for us, we have become very physically inactive. This makes us susceptible to a wide range of disorders. Risk factor for:
Cardiovascular disease Diabetes Breast & Colon Cancer Obesity Depression Hypertension Osteoporosis
4
th
highest risk factor for
DEATHS
worldwide.
Physical Inactivity causes
3.2
MILLION DEATHS
every year!
1/3
ADULTS is not as active as he should be.
*The above are WHO statistics
It’s easy to Budge! 1. Visit www.budge.com 2. Once you Sign Up/Log In, you will be redirected to your personal solution page. 3. Now, follow the Day-to-Day Budge & Intense Budge programmes.
Day-to-Day Budge:
Intense Budge:
This programme provides you with
This programme helps you get the
quick tips or activities that keep you
required amounts of moderate to
healthy within your workspace-
intense physical activity per week.
through the day!
Connect with us:
www.facebook.com/budge
queries@budge.com
Go to Sign Up!
@budgeofficial #timetobudge
Solution 1.2 #1 Adults
The WEBSITE POP-UPS These reminders for activity within the workday shall pop up on the desktop through a software Budge members can download!
2:00 pm
Walk to the water cooler on your floor, and drink 2 glasses of water. I T ’ S T I M E TO
11:30 am
Perform wrist, arm and shoulder stretches as shown: www.budge.com/stretchpack6
I T ’ S T I M E TO
Solution 2 #1 Adults
AWARENESS PRINT MEDIA Posters, Hoardings, Press, Magazine ad’s that spread the name that is Budge even more!
Your chair is
LETHAL It’s harmful to spend hours sitting. We would like to help you be more active! Join the initiative against Physical Inactivity www.budge.com
Physical Inactivity is a risk factor for: Cardio-Vascular disease Diabetes Breast & Colon Cancer Obesity Depression/Hypertension Stroke Osteoporosis
We were designed to be
MOBILE
It’s harmful to spend hours stationary. We would like to help you be more active! Physical Inactivity is a risk factor for: Cardio-Vascular disease Diabetes Breast & Colon Cancer Obesity Depression/Hypertension Stroke Osteoporosis
Join the initiative against Physical Inactivity www.budge.com
A pill to cure
DEPRESSION? Give up on anti-depressants. Exercise will keep you happy! Physical Inactivity is a risk factor for: Cardio-Vascular disease Diabetes Breast & Colon Cancer Obesity Depression/Hypertension Stroke Osteoporosis
Join the initiative against Physical Inactivity www.budge.com
Solution #2 Kids
WhiteBoard Animation To be screened on television, on channels that kids enjoy. The file ‘Bird Story.mov’ is also submitted. Open that file
Acknowledgements
I Sincerely Thank: My faculty guide: Prof. Ranjana Dani for guiding my progress through the course, and my friends for their priceless critique.