Design Project
3
Guide: Rupesh Vyas
Pooja Vasu | Semester 4 | M. Des Graphic Design 2013
Reducing anxiety level in women who go for
Mammography
Initial Understanding
Contextual research
Analysis
Pooja Vasu | Semester 4 | M. Des Graphic Design 2013
Insights
Design Intervention
What is a mammogram? A mammogram is a special X-ray examination of the breast made with specific X-ray equipment that can often find tumors too small to be felt
Pooja Vasu | Semester 4 | M. Des Graphic Design 2013
Understanding Mammography
When & Why? After the age of 35 Self awareness. Regular check-up
Referred for a check-up by a gynecologist
Symptoms & complaints
Where? Private radiology test centres
Government hospitals
Private hospitals
Pooja Vasu | Semester 4 | M. Des Graphic Design 2013
Medical camps
Types of Mammography
Screening Mammograpghy
Diagnostic Mammograpghy (often combined with an ultrasound)
in the absence of any symptoms
symptom or sign of the disease
Negative: BENIGN
Positive: MALIGNANT
Pooja Vasu | Semester 4 | M. Des Graphic Design 2013
referred for the check-up
Screening
Private radiology test centres
Government hospitals
Diagnostic
Private hospitals
100%
Pooja Vasu | Semester 4 | M. Des Graphic Design 2013
Medical camps
100%
Mammography: before & after Focus area Mobile camps Private clinic Government Hospitals
Follow- ups
Negative
Self initiative Referred for a check up
Screening OR Diagnostic
Positive
Biopsy Further check up
Pooja Vasu | Semester 4 | M. Des Graphic Design 2013
Interviews
Accurate information is required at the time of the test. Educate women about the mammogram
Prapti Iyengar
good results in early detected cancer case. Survival rate is 100% Dr Jayashri Patil There should be an increase in the number of women going for screening mammography
Dr Gauri Amonkar
Pooja Vasu | Semester 4 | M. Des Graphic Design 2013
Preventive Oncology department : TATA Cancer Hospital | Indian Cancer Society
Pamphlets distributed in 3 languages: Hindi, Marathi & English by TATA Hospital, Preventive Oncology Department
Hope Express: Cancer Detection van for women. Booklet about how to detect Breast cancer early. Also includes similar information about cervical cancer
Mobile Mammography camps held in different communities Pooja Vasu | Semester 4 | M. Des Graphic Design 2013
Insights
Anxiety is more during
a Diagnostic Mammography Screening Mammography reduces the stress level and also a better result: negative
Pooja Vasu | Semester 4 | M. Des Graphic Design 2013
Re defined brief
To encourage women between 30-45 yrs of age to go in for SCREENING
MAMMOGRAPHY
Pooja Vasu | Semester 4 | M. Des Graphic Design 2013
Design Intervention
Encouraging them to take this step
Giving them exact information about the process & what to expect
Negative
Self initiative
Screening
Pooja Vasu | Semester 4 | M. Des Graphic Design 2013
Positive
Target group Urban women
Working woman
Rural women
Not working Medical camps
PUBLIC SECTOR
Health check up packages
PRIVATE SECTOR
INDEPENDENT PROFESSIONALS
ICS lecture/ NGOs
NGOs
Gynecologist Workplace Rotary club (organizations) Indian Cancer Society
Pooja Vasu | Semester 4 | M. Des Graphic Design 2013
Persona study
Keep poseponing the check up Cannot happen to me It’s uncomforatble, painful, sensitive Afraid of radiation Health check ups Campaigns Gynecologist Pooja Vasu | Semester 4 | M. Des Graphic Design 2013
Life partner
Close friends
Circle of support Immediate family members Pooja Vasu | Semester 4 | M. Des Graphic Design 2013
Cousin
Best friend
Sibling
We always have that one person at every stage in life we are closest to, depend on
Aunt
Pooja Vasu | Semester 4 | M. Des Graphic Design 2013
Pooja Vasu | Semester 4 | M. Des Graphic Design 2013
Coexistence I’m responsible for not only my health but also for my loved one’s heallth
Pooja Vasu | Semester 4 | M. Des Graphic Design 2013
Proposed model
Initiative
Stage I
Stage II
Stage III
Stage IV
PSA
Health check up schemes at workplace
Self generated mail
Check up
Portal about Mammography
Video about Mammography
Pooja Vasu | Semester 4 | M. Des Graphic Design 2013
PSA existing ads
Concepts Using terms only women know about and spread the word related to breast. Character based PSA and app : AUNTY ACID
October is breast cancer awareness month. No specific campaign urging women to go in for mammography
Pooja Vasu | Semester 4 | M. Des Graphic Design 2013
Health check up schemes
Existing model
PUBLIC SECTOR
Working woman
Private Sector
on the 35th birthday of the female employee
< 50 yrs old Each women is given Rs 3500 once in 2 years for her health check up
Initiative
Redirect the money from the medical accounts for a mandatory mammogram check up by the firm
Only lectures by ICS or NGOs
Has reserved amount for birthdays and other occassions Pooja Vasu | Semester 4 | M. Des Graphic Design 2013
Different touch points
Spa
Gym
Places where women do activities together which could be roped in as a part of campaign
Pooja Vasu | Semester 4 | M. Des Graphic Design 2013
Shopping
Psycho educative tools & web portal
What is mammography?
How should I prepare for the test?
How is Mammography performed?
Mammogram
What should I expect from the results?
Cancer
Pooja Vasu | Semester 4 | M. Des Graphic Design 2013
What next?
Existing Breast cancer portals
Gives more than required information Emphasis is on Breast Cancer and not on Mammography No proper direction on what to expect from the test
Pooja Vasu | Semester 4 | M. Des Graphic Design 2013
Information Architecture
What you should know about Mammography?
Reduce your risk
Signs & Symptoms
Mammography centres near you
VIDEO self generated email
to be played at the waiting room
in mobile mammogram vans
Pooja Vasu | Semester 4 | M. Des Graphic Design 2013
Tell someone who needs a mammogram to be done
Story board & script Mammography is not a painless preocedure Highlight the safety factor involving the radiation No realistic images
Pooja Vasu | Semester 4 | M. Des Graphic Design 2013
Animation screens
Pooja Vasu | Semester 4 | M. Des Graphic Design 2013
Way forward
PSA script Campaign execution Media planning Visual exploration : Video | Web portal
Pooja Vasu | Semester 4 | M. Des Graphic Design 2013
References www.webmd.com/women/picture-of-the-breasts www.youtube.com/watch?v=otgiErCgwNg www.youtube.com/watch?v=t4Ia8CFHw7E www.youtube.com/watch?v=yfbQBxvURUo www.macmillan.org.uk/Cancerinformation/Testsscreening/Breastscreening/Themammogram.aspx www.cancer.gov/cancertopics/factsheet/detection/mammograms https://tmc.gov.in/ betterafter50.com/2013/10/mammogram-waiting-room-anxiety/ www.youtube.com/watch?v=jpYYfTM1HkY Design for Care by Peter H. Jones
Pooja Vasu | Semester 4 | M. Des Graphic Design 2013