JOY OF GIVING WEEK Awareness and Promotion
Studio One
Project Documentation Rhishikesh B. Kedare Student Id: S1101109 PGDPD 2011, Graphic Design Semester Two National Institute of Design Ahmedabad, India. Project Guide Tarun Deep Girdher
JOY OF GIVING WEEK Awareness and Promotion
Studio One
Project Documentation Rhishikesh B. Kedare Student Id: S1101109 PGDPD 2011, Graphic Design Semester Two National Institute of Design Ahmedabad, India. Project Guide Tarun Deep Girdher
c All rights reserved.
Contents The Beginning Introduction Project Brief Project Proposal
3 4 6
Information Collection Joy of Giving Week
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Research
Current Scenario Volunteers Meeting Existing Awareness and Promotional System Target Audience Target Audience Survey Religions words on Giving Contextual Study
12 14 16 18 19 23 24
Analysis and Synthesis
Understanding the Problem Communication Strategy Case Studies Visualization
29 30 33 37
Exploration & Execution Concept Exploration Concept Exploration (Digital) Concept Execution Scope Costing
39 40 42 61 62
Conclusion
Learning Experience Aknowledgement Bibliography
64 65 66
The Beginning
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Introduction This documentation is about a classroom project, done at the National Institute of Design, Ahmedabad. The National Institute of Design (NID) is internationally acclaimed as one of the foremost multi-disciplinary institutions in the field of design education and research. NID offers professional education programmes at Undergraduate and Post Graduate level with five faculty streams and 18 diverse design domains. Having entered the 6th decade of design excellence, NID has been active as an autonomous institute under the aegis of the Deparment of Industrial Policy & Promotion, Ministry of Commerce & Industry, Government of India. 3
Project Brief
initiative Joy of Giving Week. It is a one week festival of giving, celebrated every year including Gandhi Jaynti in it. I liked the way it works. Through this, one can help to the needy people in whatever way one want by giving time, money, skills, resources.
As a part of our first classroom project, we were introduced to the Studio One. It is a six weeks project where everyone has to select their interest area under the given topic and has to work on it by using core strenths, skills in Graphic Design.
It has been started in India three years before, but as I asked around, I realised that many of the people are not aware about it. So I thought, what, if I use my graphic design skills to create awareness and promote it?
The topic given was Travel and Environment. We could take one of these two or both together. I chose to go with environment and I started brainstorming on it. Through it I came to the subject-social environment and then Social Initiatives and NGO’s. With these subjects, I started searching different NGO's and Social Initiatives, where I came to know about the
After collecting some basic information on this initiative, I made a proposal for the project and got signed by our faculty Professor Tarun Deep Girdher as a guide for the same.
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b
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Project Proposal
Target Audience Primary - The youth ( college going as well as working in India). Secondary - All the middle and upper class, educated, urban adult people in India.
The Joy of Giving Week Context Most of us have some deeply held desire to heal the world by offering a helping hand. As a part of society, its also our moral duty to help others, those are in need. Help in terms of money, time, skills, resources or whatever we can. While thinking about this social environment, I came to know about the Joy of Giving Week.
Methodology Step one - Information collection, analyzing and Structuring the collected information. Step two - Research - Studying target audience, discussing with the people, understanding the overall scenario.
It is an initiative, which encourages people to help. It is celebrated every year in the week including Gandhi Jayanti, brings together Indians from all walks of life. It is done by creating or participating an event. Events are organized by individuals, social groups, colleges, NGOs, corporate and media houses. No one owns the joy of giving week, it is designed as a festival of giving.
Step three - Visualization and concept generation. Making communication models. Doing explorations. Step four - Execution of finalized explorations and concepts. Getting feedback from the target audience. Correction if needed. Printing of final artwork. Documentation of the entire project.
Objectives
Project Duration
This is an initiative, started three years ago, but many of the people don’t know about this, so my first objective will be to make most of the people aware of it. Secondly the Print based promotion of the overall initiative - the Joy of Giving Week by using my core skills in graphic design.
Six weeks.
Tentative end deliverables Posters or informative manuals. Project documentation.
Project Guide Tarun Deep Girdher 6
Information Collection
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Joy of Giving Week Origin Jeroninio Almeida, founder of iCongo and then at Action Aid conceptualised a World Social Giving Day and campaigns titled Karma Mitra and Joy of Giving. A meeting in 2005 between the CEOs of CRY, GiveIndia, Helpage and others brainstormed on the idea of a National Philanthropy Week in India.
From auto drivers to CEOs, school children to celebrities, homemakers to opinion leaders, millions of people give their time, money, resources or skills back to society by creating or participating in events of their choice. A giving event could be as simple as a family taking out the maid’s children for an ice-cream party, or as large as the Design For Change Contest that had 200,000+ school children across India participating and volunteering to make a difference.
Finally, between Nov 2008 and Feb 2009, several individuals, NGO leaders and others got together and decided to launch an India Giving Week, that would be an open platform encouraging everyone in India to give back. Specific events were identified, such as Riverside School’s Design for Change contest, Goonj’s Vastrasamman Campaign, Toofles’ Style for Smiles CEO Ramp Walk event, JAM Magazine’s college Joyfest, the Battle of the Buffet in Chennai, etc. The advertising agency, EuroRSCG India on a pro bono basis created the “Joy of Giving Week” brand identity in March 2009.
Events are organised by individals, social groups, schools, colleges, NGOs, corporates, media houses and others. 1 million+ people participated in 400+ events across 40+ cities in JGW2010, raising over Rs. 20 crores in money and resources donated, and millions of hours as a volunteer.
Ownership
About
No one owns the Joy of Giving Week. It is designed as a festival of giving, and like Diwali or Dussera, the plan is for it to eventually have no owners! However, in the initial formative years, to give it a sense of shape, a group of core volunteers manages the JGW campaign, defines guidelines for participation in it.
The Joy of Giving Week is India’s festival of giving launched in Sept 27 to Oct 3, 2009, the festival is celebrated every year, in the week including Gandhi Jayanti, i.e., October 2, and brings together Indians from all walks of life to celebrate giving. 8
Identity
Response times in getting back to people must not exceed 24-36 hours. People in the core team must have execution focus and should not be just idea/strategy givers. The later are of little use unless the idea giver is able to follow through with the execution as well. Ideally women working from home or home makers, entrepreneurs/businessmen, corporate employees with high flexibility of time, and retired people make ideal core team members, since availability on weekdays is probably the most important requirement for successful core volunteers.
The Structure Few committed and hardworking people volunteers in each city to make it work successfully. All the key cities that have seen JGW take off have been able to put together such groups of volunteers.
Why will people agree to participate? What must team members say?
One member of the team becomes the city co-ordinator. A city co-ordinator will spends about 3 hours a day, ideally and not less than 2 hours. In the month of September, s/he will have to spend closer to 5 hours a day. Availability on weekdays to go out and meet various people, and occasionally on weekends to meet with volunteers, is important.
Most people want to do something good- give money, donate clothes or material, volunteer at a nearby old age home. Companies, educational institutions, media, etc. are often happy to participate in larger social activities. JGW in its first 2 years has seen a diverse range of participants, including CEOs like Narayana Murthy, Kumar Birla, Adi Godrej and others, celebrities like Sachin Tendulkar, Amitabh Bachchan, Akshay Kumar and others, almost all of India’s key television channels and newspapers, and millions of Aam Junta like auto drivers, poor women organised as self-help groups and various others. In JGW, people can choose what they would like to do. If they want ideas, the core team will help them but there is no limit or prescription except that you have to help the
The co-ordinator develops a team based on verticals in the city. Each vertical owner volunteer reach out, make appointments and meet people on behalf of JGW in their specific vertical. Examples of verticals include Corporates, NGOs, Media, Govt, Educational institutions etc. Each vertical owner gives minimum of 2 hours a day and this increases to 3 hours/day in September. All volunteers have to be excellent with follow up on email and phone. 9
It has been found that in the past, money unavailability in the team is not a constraint to making JGW happen in the city - everyone is generally willing to come in with their contributions. In Chennai, for example, all press conferences were done with no money spend- the hotels gave us their venue free, the printer printed the flex free of cost and the PR agency did everything pro bono.
less fortunate. This gives people the freedom to do what they like and the platform to do so. The core team of volunteers is available to anyone that wants support to do their own initiative - this can include thinking through an event with the individual/ organisation, making connections for them which will be helpful, help with visibility and media etc. People carrying out the initiative will benefit entirely - the JGW team does NOT need any credit, visibility etc. All proceeds raised (if its a fundraiser) will go the organisation conducting the event, all benefits of a volunteering programme, an in kind donation drive etc will go entirely to the recipient entities.For e.g if a corporate in a city decides to do a book donation drive or any such activity, they can choose the organisation themselves, and if they ask the core team, we will give them a menu of options, help them connect etc. The organisation that is chosen can further determine how it would like to engage with the corporate going forward. There is no money available to the JGW team. Since this is entirely a volunteer led event, all meet their own expenses. However a small sum maybe available for things like press conferences etc- these come from donations made by a few JGW volunteers themselves. Therefore, these requirements will need to be pre approved well in advance.
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Research
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Current Scenario
Mr. Vyankat Krishnan, Founder of Give India, Aarti madhusudan , alumnus of Tata Institute of Social Sciences, Mumbai and many other volunteers co-ordinates for this initiative. Joy of giving is not owned by any one. Social working people like these from different cities act as a volunteer’s for this initiative.
The purpose of this initial research was to get an idea about few basic existing things about the initiative : > How people are helping, whom, through what way? > What kind of help people do? > In the family, who decides to give? > Who coordinates this initiative? > How they co-ordinates? > Who updates JGW website? > Who are volunteers in the city for it?
It is totally volunteer based initiative. People participate, help, spend money as a volunteer They also gets money by social activities like painting exhibitions,workshop in which artist Participate as a volunteers.
Conclusions came out from the research. (This research includes discussion with target audience, Discussion with the guide faculty, refering online study material, books etc.)
Every year from April to October, they keep their meetings in various cities. Initially it happens once in a month and as the JGW week comes close it happens twice to thrice in a month. In this meeting they plans their duties and give updates in next meeting. They discuss the Ideas for that year and plan to execute it. This is how they co-ordinates in every city.
People help throughout the year, it happens more on some occasions, festivals like Diwali, dusshera, lodhi etc. It also happens when any natural calamities happens like earthquake, tsunami, also at the time of war. i.e. Kargil War.
Discussion
People helps in their own ways: > By giving donations to NGOs, ashram > By adopting childrens > By giving resources like cloths or daily use things > By donating, bloods as well as other. organs of their body > By providing free medical facilities.
My target audience is youth (college going as well as working ). So I started interacting with the youth around me. I discussed with my classmates , friends from other diciplines co-passengers when I was traveling and my family members too. I started discussing first on giving and then on this initiative jgw, from this discussion following insights came out:
In a family, parents decides to give or to help and even in parents mother decides What to give and whom to give and how much to give. 12
> God has given us two hands, one two receive and other to give. > Helping others give you a peace of mind and satisfaction. > Don’t know about joy of giving week. > Will surely like to participate, to give something which I can. > Helping is good, but it will make these poor people dependable. > I wanted to do help, but don’t know how exactly. > How I can be sure that my help is going to the needy? > When this Giving Week happens? > How I will get to know, the venue for giving or social campaign? > What can I give? > What they do with the help collected?
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Volunteers meeting in
Last year giving in Ahmedabad
Ahmedabad for the Joy
> Few blind peoples operation for free as a part of JGW. > Had joy ride where they gave ride in car to the poor people who never had got the chance to sit in a car. > Also had cloth collection ride. > Painting competitions and fashion show were arranged to collect the money got from participants which got used for charity.
of Giving Week 2012 On 27th of March 2012 There was a meeting of the volunteers in Ahmedabad, for the planning of Joy of Giving Week 2012. Meeting was at one co-operates meeting hall (IFFCO) on satellite road Ahmedabad. As I was in a contact with the joy fo giving week volunteers, I got call to attend this meeting, am really thankful to JGW for this. Socially active people were there for the meeting from the city and around places. Mr Vyankat Krishnan (one of the co-ordinating member) was there from Mumbai specially for this meeting. The nature of the meeting was very informal where everyone introduced themself one by one. Apart from joy of giving week most of them were associated with one or another NGO. So after introduction, we started sharing the ideas for this year and discussing each others view on those ideas.
Process of old cloths One volunteers said “We receive old cloths from urban people, separate them as good and bad conditioned, take good conditioned to stich, wash them, press them and send to the rural area- where we make people do some social work like cleaning village etc and give them these cloths as reward. one of the city volunteer also mentioned that last year JGW in Ahmedabad was not as successful as it was supposed to, due to the lack of participation and co-ordination of volunteers in the city.
Ideas for this year for joy of giving week 2012
Mr. Vyankat simplified the concept of the initiative Joy of giving week in following way : Joy of Giving week happens in two ways : a. Someone gives b. We help him to give, by providing platform/volunteers.
> Being specific about cloths like for child or boy or girl only. > Giving footwear to all the sweepers in the city by contacting footwear production industry. > Giving thank you note to volunteers. > Planning event specially for city. > Increasing youth participation. 14
> Arranging medical check-up camp for free of cost. > Collecting cloth and giving it to the Goonj (an NGO). > Co-ordinating college students for events in the campus. > Making a campus tour of NID/IIM to the school children. > Arranging a calligraphy workshop for school children. On a question, why this giving is for only one week? mr Vyankat answered that, “we are not saying that don’t give on any other time but we are promoting people to come together and give. It is like a fesival. We have sweet throughout the year but the essence and the enjoyment of the sweet in diwali is special. Same way we should give whenever we can but giving together in this week will give you different kind of joy and enthu”. In the meeting t-shirts having jgw logo were given to all volunteers along with the smile cards and a brochure of the events that happened in Joy of Giving Week last year, each others contacts were taken.The experience of the meeting was very nice and helpful for me to understand how this initiative works. I came to know about the existing awareness and promotional system, which is helping me to design new one.
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Existing awareness and promotional system Smile Cards These are set of cards done by the helpothers.com. (online social working NGO). On every card they have given a simple idea to spread smile.
T-shirt
Bookmark
These are made to give to the volunteers of the Joy of Giving Week, having identity on it.
Stories of Giving A book on the events happened on giving in the Joy of Giving Week, last year (2011). 16
Hoarding Telling about the event happening
Testimonial Newspapers ad
Film Joy of Giving by Anurag Kashyap
Television Advertisements
Corporate Brochure Telling the stories of giving and events done by corporates 17
Target Audience
The UNESCO (United Nations Educational, Scientific and cultural Organization) defines ‘youth’, as those persons between the ages of 15 and 24 years. In 2011 the demographics of India are inclusive of the second most populous country in the world, with over 1.21 billion people. India has more than 50% of its population below the age of 25 and more than 65% below the age of 35. (Source: Demographics of India, Wikipedia)
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Target Audience Survey
Here are the findings came out from this survey :
Current Occupation 16% 84%
working professional student
To understand the users and their mind set , I took a survey among the target audience. Considering an objective, a questionnaire was made:
Age group
1. What is your current occupation? 2. How old you are? 3. In which language do you speak most often? 4. Which TV commercial you liked most? 5. Describe today’s youth in your words. 6. How much is your pocket money? 7. What do you do with your old cloths, accessories? 8. Do you know about an initiative Joy of Giving Week? 9. What do you think, about helping to needy/less fortunate people? should we help? why?
32% 68%
Below 25 Above 25
Languages they speak 27%
This was online as well as offline survey. I got responses from 43 individuals, got their views and opinions, which were really thoughtful and helped me in a way to understand their thinking on many questions, those asked. I enjoyed doing this exercise.
34%
English Hindi Regional 19
39%
T.V. Commercials that liked most
> Sensitive towards humanity and peace, but ready to vandalize culture. Open for new Ideas (mostly influenced by the west), but reject concepts from the age-old Indian culture. They need to understand the difference between globalization and westernization.
> Jo tera hai wo mera hai (Airtel) > Platinum Day of Love > Coke open happiness > M.P Tourism (M.P ajab hai) > Raymonds > Dairy milk ads > Airtel friends > jago re > Vodafone ZooZoo ones > Aman ki asha > Pepsi > Mountain dew.
> Cheerful, enthusiastic, uninhibited, liberated, aware, driven, motivated, but not very articulate. > Fast growing and practical, hardly do they know their culture.To them being modern is a new culture.
Describing youth
> Vibrant, tech savy, love to experiment, head strong, experimental.
For this question I got various kind of views, but what prominantly coming out from them was that today’s youth is more self centric, they don’t have time to think about others. Here am sharing some of those views on todays youth:
> Carefree. adventurous. laid back. > No hosh only josh. > Pretentious, impatient. > Street smart, can be rebellious, takes more initiatives, competitive, trendy.
> Busy in fulfilling their dream only. Most of the person who are supposed to be youth and supposed to be think about others also are more self centered. They think about technologies, money, progress and other personal things but don’t feel like thinking about others life. They don’t believe in simple life, they want more and more complicated life.
Pocket Money An average pocket money per month was 5000 rs. among all. Since the defination of pocket money for everyone was different (like including/ excluding accomodation/educational charges etc.) which was not clear in the survey that who included or excluded what, I decided not to consider this aspect much in this research.
> Today’s youth appear to be more Generation Me than Generation We, these youngsters are more self-centric and money-minded than their previous generation. 20
Giving old cloth and accessories
> I think if u want to help needy people then first u have to reduce your needs. If middle class or rich class can control their extreme greed then needy people will automatically get their basic needs.
26% 74%
> Yes, It will help to bridge the gap in our society. Reuse as rag/cleaning cloth Give to someone needy
> Everyone deserves some happiness, but how do we know what we giving is reaching to the right people?
Knowing the initiative : Joy of Giving Week
56%
> Of course ,objects/commodities are getting obsolete so fast that nothing is old anymore, so why not pass it on and make people happy if you are getting yourself new things all the time anyway?
44%
> Yes, we should help, but do it in a way that becomes an incentive to them to be more productive or as a reward to those who are already displaying initiative to better their own, lot through hard work rather than just begging.
Don’t know this initiative Know this initiative
Audience Thoughts on giving
> Yes I would definitely help, not for charity but it makes me happy and makes me feel responsible towards our society, makes me a part of them.
Through these views, I can say that everyone want to help, give. Everyone like to do it, but many dont know how or they need someone to take an initiative/lead.
> Money is not enough. It often takes courage to share. Many times we are embarrased or hesitant to approach and help others. We could try doing small acts of kindness whenever opportunity comes. It benefits the needy for sure but it also makes us more open and trusting.
Here are some of the views on giving : > It is our responsibility because we are human and we have cullture. > Sharing is joy. 21
> Yes I always want to help needy people as much as I can and I think everyone should help because they are not different than us, only circumstances/conditions they brought up/ live make all difference. Everyone is same by birth. Only opportunities make lot of difference. So It’s good if we can help them by any of the means which will make difference in their lives. > Anyone would want to help. Just tell us how and make the process convenient. > Of course we must! and not out of pity, but to just bring a smile on their face and to feel good about ourselves too. Its a great way to reuse. > Definitely! helping them is important! we should be thankful that we have so much,and help those who don’t. But help out of the goodness of your heart, not as an obligation. And don’t make them feel obligated if you help them. > Of course we should, because we can, we have taken so much from the society we should give them back at least some part of it.
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Religions words about
that one has contributed towards making the world a better place, is what leads to the glow and so one continues to give.
giving/charity
Difference between charity and Philanthropy Charity is often impulsive and humane, like giving alms to a beggar, clothes to those who need it, helping a victim of an accident, to give a few examples. Charity is usually not associated with commitment. We do not give the same beggar alms everyday and neither do we wonder what happened to him after we have given the alms. It is associated with generosity and gifting, much of it instinctive, basically with giving those who need it, a helping hand. To use a much used analogy, charity is like giving a hungry man a fish. Philanthropy on the other hand, is more humanitarian in its vision. It is more institutional, and operates on a larger canvas than charity and hence is more organised. There is more altruism associated with philantropy than with charity and a sense of justice that is lacking in charity. There is also a commitment in this that is not always present in charity. In contrast to charity, philantropy is like teaching a hungry man to catch a fish and the focus here is on moving towards a more equitable society.
‘Daan’ is mentioned in the ancient texts of Hinduism and it is a part of religion. There is the Zakat which is the third Pillar in Islam, the daan in Hinduism, charity is one of the five Anuvratas of the Jains, the Adhyatmak karma establishes communion between man and God in Sikhism through charitable acts which also has ‘wand kay sakho’(sharing the fruits of one’s labour) as one of its tenets, Judaism speaks of sharing and exhorts one to give 10% of one’s earnings to the needy and so on.
Why people give? There are different reasons behind giving or helping, like to get personal satisfaction, to get rid of sin, to express love towards God etc. But internal motives for giving are more important than having a building named after one, or saving on tax by contributing to charity. The feeling 23
Contextual study
platform and aims to channel and provide resources to credible non-governmental organizations across India. As a web portal, it helps raise funds and contributions from individuals across India and the world and then disburses these donations to credible Indian NGOs.
Other NGO’s and Initiatives in India based on the idea of Giving
Give India works across ten causes and lists charities ranging from charity for children to charity for education, health, employment, elderly, disability, human rights, environment, youth and women’s empowerment. Give India also lets its donors know where exactly their donation was used and also give them a proof of it through a feedback report. Every feedback report contains the details of the beneficiaries who were benefited from each donation. Give Inida also issues an instant e-tax receipt upon making a donation.
Give India
Give India was conceived in 1999 by IIM-A graduate Venkat Krishnan. It is run and managed by a team of professionals. Give India was started with the mission to create a culture of giving in India. Most of these NGOs do not have adequate systems in place to raise awareness about their causes and consequently have difficulty raising funds to support these causes. Give India is a not for profit organization in India. It is an online donation 24
Goonj
and get the material as motivation. Schools have been built, wells have been dug up, and bridges have been built by people under the Cloth for Work initiative. Essential school material reaches children in the farflung village schools under our School to School programme. Rural women are getting the most basic need of a sanitary napkins under our clean cloth sanitary napkin initiative — Not just a piece of cloth.
GOONJ was formed in 1999 by Anshu Gupta, together with his friends from the mass communication background. Goonj runs a Vastradaan initiative that provides clothes and other amenities to the far-flung villages, collecting on an average 20,000 kg or about 1.2 lac units of clothing every month, processing it and distributing it through a unique clothes for work program. GOONJ is channelising the unused material lying idle in urban homes, to the far-flung villages of India as an important economic resource. GOONJ has been reaching material to parts of 21 states of India. People get this material not as charity or Daan, they work on their community issues 25
Bhumi
30, teach computer skills, English, maths and science and also provide career counselling, volunteering two hours every weekend. Bhumi’s environmental initiatives highlight the group’s resolve to take immediate action against climate change. Bhumi has established itself as a front-ranking charity organisation that helps poor children to realise their potential, raise their aspirations and recognize their achievements. Bhumi is one of India’s largest independent youth volunteer non-profit organisations. It’s volunteers, dedicate a few hours every week towards the holistic development of under-privileged children in TamilNadu, Karnataka, Maharashtra, New Delhi, Rajasthan and several other parts of the country.
Bhumi was started in 2006 by a few students and young professionals in Chennai. Bhumi started working with children at orphanages in and around Chennai in the field of supplementary education. To date BHUMI has around 500 active volunteers across India, working with over 5,000 children in fifteen orphanages, two schools, two village community centres that cater to six villages and three slum community centres. Bhumi is a non-profit youth volunteer organisation providing supplementary education for underprivileged children at orphanages and community centres in India. Members of this group, all of whom are under 26
Seva Cafe
most modern-day interactions. At the cafe, you can enjoy your meal, which is being offered to you as a genuine gift from a guest who has dined at the cafe previously. To complete the circle of giving, you can leave a donation to pay for the meals of other guests who will come in after you. All profits made are donated to charitable causes.
Siddharth Sathalekar, an IIMA graduate, and his wife Lahar, graduate from (CEPT) in Ahmedabad initiated the Seva Cafe. Seva Cafe serves with the spirit of Atithi Devo Bhava which translates to The Guest is God, a deep and ancient Indian view that honors each guest with reverence. We are all used to the concept of offering a meal to family or a friend who visits our home, but at Seva Cafe, volunteers extend this generosity to a stranger they don’t even know. The guests are told that cafe trust them to accept this gift and pay forward the generosity so that this experiment can continue. The pay it forward economic model of Seva Cafe is radically different from capitalist notions that power 27
Analysis and Synthesis
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Understanding the problem Despite of existing awareness and promotional system, more than half of the population is not aware of this initiative. There is no campaign creating awareness about the Joy of Giving Week, among the youth. People are not clear about simple idea of this initiative as well as how they can participate/celebrate. Most of the people's idea of giving or charity is associated with giving only money to the social initiative/organization.
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Communication Strategy
Newspaper T.V.
Poster
Online Social Netwoks
Radio
Youth
Information booklet
Magzine
By looking at all the possible communication mediums, I chose to design poster.
Word of Mouth
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Why Poster? Because I found it as the best medium to reach the target audience. Along with the print It can be used as an online campaign also (through facebook, Twitter and e-mails) to spread among masses. These posters can be put up in different college campuses as well as some publc places, where youth spends time,i.e., canteens, katta’s, cafes etc. Being a first project of graphic design, an output was also supposed to be in print form. Posters have been used to support social causes for many years. They were especially abundent in 1960’s and 72’s when artist would use silk screens to produce strong colour fields and bold type. A poster is any piece of printed paper designed to be attached to a wall or vertical surface. Poster can be graphical or text based or combonation of both. Posters may be used for many purposes. Now with all the advance technology in art, printing and production, poster has evolved as one of the effective medium to communicate. The poster in the past few years seems to have drawn a new breath for younger designers as a form of expression through exhibitions, competitions and online social networks.
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An initiative Joy of Giving Week
Sender
Celebrate Joy of Giving Week
Message
Poster
Medium
Communication Simplified
Youth College going/working
Receiver
Case studies
HELP JAPAN
However there are no specific details about how one can help, through what medium.
a poster to sensitise people towards the earthquake in Japan on 11 march 2011, which has shaken the entire japan.
The poster succesfully creats immotional attachment with the viewer and sensetise him about the subject.
The simplified visual language is very expressive. an approriiate use of colours to give more attention on subject is clever idea. The gestures of the visuals are adding value to the message. 33
Briton Wants You
cover illustration for London Opinion, one of the most influential magazines in the world, on 5 September 1914. Lord Kitchener pointing finger outard is the stongest visual appeal that makes the impact on the viewer. One can also experience the hierarchy of the typefaces. The composing of the words and image also helped to creat strong impact on viewer.
A 1914 recruitment poster depicting Lord Kitchener, the British Secretary of State for War, above the words “WANTS YOU� was the most famous image used in the British Army recruitment campaign of World War First. The poster was designed by Alfred Leete and had first appeared as a 34
Every five seconds
viewer and engages emotionaly. A simple graphical visual approach is cleverly used in co-ordination with the caption.
The poster was created in order to raise social awareness about hunger and poverty. The fractured child illustrated the startling fact about hunger. The poster is designed by Tanishaa Isac, a new york based graphic designer. The fact of hunger in the world is very well expressed with the appropriate visual. It sensitises the 35
Your contribution can end child labour
A life-sized statue of a child, dressed in rags carrying a box above his head was sculpted and placed against a wall backdrop. The box filled with some weights was tied to a rope running over a set of pulleys and attached to a donation box at the other end. The words ‘Your contribution can end child labour’ was painted over it. This installation was placed in several malls with high volume footfalls across the city.
The objective of this piece from the Care Foundation was to reverse the trend and drive donations towards the child labour cause. The essential message to be communicated in the ambient space was each individual’s contribution can help alter the current situation of a child. 36
Visualization
> We should be thankful that we have so much, and help those who don’t. But help out of the goodness of your heart.
By relooking entire process of the project, I started thinking and scribbling for the concepts. I shortlisted some key points from the research, to think upon:
> Of course we should, because we can, we have taken so much from the society we should give them back at least some part of it.
> Todays youth is more self centric. It is generation me than generation we. They dont have time to look others, to help others. > Sensitive towards humanity and peace, but ready to vandalize culture. Open for new Ideas (mostly influenced by the west), but reject concepts from the age-old Indian culture. They need to understand the difference between globalization and westernization. > Helping will help bridge the gap in our society. Everyone deserves some happiness. > Anyone would want to help. Just tell us how and make the process convenient. > Money is not enough. It often takes courage to share. Many times we are embarrased or hesitant to approach and help others. We could try doing small acts of kindness whenever opportunity comes. > Everyone should help because they are not different than us, only circumstances/conditions they brought up/ live make all difference. Everyone is same by birth. 37
Concept Exploration and Execution
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Concept Exploration
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Concept Exploration (Digital)
1
2
3
4
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5
6
7
8
After discussing with guide on
The concept were chosen majorly on
explorations, few concepts were
the basis of inputs came from the
taken forward to execute.
research/survey. 41
Execution (Concept 1)
a
b
c
d
42
e
f
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Finalised design
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Concept
Magenta colour is chosen for the background to reflect love and affection. chrome yellow colour for the doodles is chosen as a colour of happiness.
This is an introductory poster, asking youth to find some time to spread happiness for giving. some of the things on which youth spends their time have doodled around and sand clock is formed out of their negative space to reflect the time. The concept is based on the fact came out from the research of the project that youth don’t have time to help others, they are self centric.
Typography
Lets find some time ... Helvetica Normal
Lets find some time ... VAG Rounded std
Lets find some time...
Visual Language
Arial Black From the research part of the project, one of the prominent fact came out is that most of the todays youth is Cheerful, enthusiastic, motivated, more involved in their own world, self centric,dont have time to think about others. With these thoughts, I listed out the things, where most of the youth spends time, I scribbled those things, started thinking for the copy text, as this poster was first time approach about an initiative, I came up with the copy. For the heading, I wanted it to be simple and straight forward. With all these elements puting up on page, I started layouting. Initially I put the words in random alingnment, showing their struggle to find the space from all the elements on which youth spends time. By refining it through feedback and suggestions I came to the idea of forming sand clock shape in the negative space.
Lets find some time ... Cornos Pro
Lets find some time ... Century Gothic
The type chosen for the heading is cornos pro display. Created by Adobe type designer Robert Slimbach, Cronos is a sans serif typeface family that embodies the warmth and readability of oldstyle roman typefaces. Because it derives much of its appearance from the calligraphically inspired type of the Italian Renaissance, Cornos has an almost handwritten appearance, setting it apart from most other sans serif designs and making it an effective choice for text composition. As am talking about happiness, I found this typeface suitable for the heading. The white colour for the heading is chosen to create contarst whith backgraound and to creat strong appeal. The type for body 45
copy is a Tahoma . It is a humanist sans-serif typeface designed by Matthew Carter. Although It has small counter spaces, its narrower body and enough legibility made me chose this type.
Colour Pallete C 00
M 98
Y 60
K 00
C 00
M 16
Y 80
K 00
C 00
M 00
Y0
K 100
C 01
M 71
Y 95
K 04
Size of the poster A2 (23.4 X 16.5 Inches) Different sizes like A2, A3 were considered for the poster design. Notice boards from campuses like NID, IIM were seen to check whether they can easily accomodate the size a2 or not and loking at the content this poster had, it was decided to have it in size A2, which can stand out from the crowd of the other posters and stuff that will be on the notice board and for the public places it can easily get noticed in size A2 as compared to size A3.
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Concept 2
a
b
c
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e
f
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Finalised design
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DO WHATEVER YOU WANT
Concept
VAG Rounded Std The concept is based on the feedback that I got on introductory poster design. Everyone wanted to help but were not clear about how exactly. The idea of giving needed to be simplified hence the simple ideas for giving with small doodles are communicated to the audience.
DO WHATEVER YOU WANT... Wikenden Cafe NDP
The typeface chosen for the heading is wikenden cafe ndp designed by Nate Piekos and publiched by Providence Type in 2003. Inspired by the chalkboard menus found in the doorways of cafes along Wickenden Street in Providence. Since I am talking about the freedome to do whatever youth want to help, I wanted to have type which is more like handwritten and semibold. I found this type appropriate. The white colour is chosen for type to give it chalk written appearence, to which youth can easily relate with. The type used for body copy is burst my bubble. It is designed by Kimberly Geswein. This is againg handwritten style and legible enough in small size text.
Visual Language After getting feedback on the first poster, I realised that there is a need to give the ideas/examples about how one can celebrate this joy of giving week. So I listed out few small ideas about how one can participate/ celebrate/spread happiness. Since poster is targeted to youth, I wanted to communicate in their language, as they always want freedom to live their life in their own way, so I came up with the headline.
Colour Pallete
Since this is poster, should not take much time to read, I removed some ideas to minimize text. To take it closer to the youth, I roughly doodled the visuals for the ideas, kind of doodle we find on any college goers notebook. The chrome yellow colour for backgroundis chosen to reflect happiness.
C 00
M 30
Y 90
K 00
C 00
M 00
Y 00
K 100
C 01
M 71
Y 95
K 04
Size of the poster
Typography
A2 (23.4 X 16.5 Inches)
DO WHATEVER YOU WANT Formal 436 BT
DO WHATEVER YOU WANT Ubuntu bold 50
Concept 3
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e
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Finalised design
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We receive so much...
Concept
Tahoma Regular The concept of this poster is based on the answer that I got on the question asked in the survey, that why should we give/help? The answers is visualised through the poster.
We receive so much... Florencesans Cond Bold The typeface used for heading is Tahoma. It is a humanist sans-serif typeface designed by Matthew Carter for the Microsoft Corporation in 1994. Tahoma has a narrower body, less generous counters, much tighter letter spacing, and a more complete Unicode character set. Since the message is little serious, I wanted to have a type which will allow more attention to the message and not to the type itself. I found tahoma type suitable for it. White colour to the heading is used to enhance the message by creating contrast with the backgraound. The type used for body copy is a Century Gothic. It is a geometric sans-serif typeface designed for Monotype Imaging in 1991. It is easily readable in small size too.
Visual Language Two graphical form of arrows are placed opposite each other to reflect the idea of receiving and giving and a heart form is placed in the centre of both to express love. Since we read (English) from left to write, the left arrow is considered for receiving and right one for giving. Colours have been chosen as per their meaning. The green colour to reflect the health, wealth and fullfilment whereas chrome yellow colour to reflect the happiness. The colour values are used to depict the more (dark green) and less (chrome yellow) amount of receiving and giving respectively. The background has given red colour to grab the attention and also to depict the energy and power that youth possesses.
Colour Pallete
Typography
C 00
M 97
Y 100
K 05
We receive so much...
C76
M 12
Y 99
K 30
C 00
M 15
Y 100 K 00
C 01
M 71
Y 95
HumnstSlab712 BT
We receive so much... seagul HV BT
We receive so much...
Size of the poster
Formal 436 BT
A2 (23.4 X 16.5 Inches) 54
K 04
Final Output
Poster design 1 55
Poster design 2 56
Poster design 3 57
Actual Size Print Size A2
Size A3
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Implementation at NID (Paldi Campus)
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Scope These posters can be placed on various places to reach among its target audience. Places like college campuses, Public Canteens, Chai Katta’s, Internet Cafe’s, Restaurants, Shopping malls, Social Events etc. These can also be shared and spread through online social networking sites like Facebook, Twitter, G-mail etc.
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Costing Joy of Giving Week Poster (Size A2) 23.4 x 16.5 inches. One poster, Single side Offset Printing Cost in Rupees.
Copies in number
500
1000
Paper cost Sinar 130 gsm matt
1285
2565
Printer cost Hidelberg Speed Master
3000
3500
Post Press cost
100
150
Tax (5%)
220
310
Total
4605
6525
Cost per copy
9.21
6.52
Quotation provided by: Vibrant Image Offset Printing Press, Opposite Sanskar Kendra, Paldi, Ahmedabad.
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Conclusion
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Learning experience Through this project I got an opportunity to understand various stages that are involved in the design process before delivering the end product. The process of converting thoughts and emotions of the concept into visuals was quite challenging. The project has also introduced me to the graphic design and its applications for the good of society. In the process I also got an opportunity to interact with some ngo’s and the volunteers and it made me realize the existence of many unknown heroes in Indian society.
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Aknowledgement My Sincere thanks to, Professor Tarun Deep Girdher, for guiding me throughout the project. Mrs. Arti Madhusudan for all the encouragement and opportunity to attend the meeting with volunteers. Joy of Giving Week volunteers from Ahmedabad for their discussion and encouragement. All the NGO’s and Initiatives, who shared the posters and spread the message through their social networking sites. All the people who participated in the survey and gave me valuable inputs. Athira Gopal, for patiently clicking pictures of the printed posters. All my classmates and collegues for the valuable feedback and discussion. The Knowledge Management Centre (KMC) at NID and the Google.com for all the resources. And my family for being the constant source of love and support.
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Bibliography
Webliography
Wilde, R 1991, Visual Literacy: A Conceptual Approach to Solving Graphic Problems, Watson-Guptill publication, New York.
Krishnan V 2012, Joy of Giving Week, (http://joyofgivingweek.org/). Lin, A 2012, Help Others, (http://www.helpothers.org/migrate/).
Gill, B 2003, Graphic design as a second language, Images Publication, Australia.
Krishnan V 2012, Give India, (http://www.giveindia.org/).
Barnicoat, J 1985, Poster: a concise history, Thames and hudson, Bauhaus.
Sinha, D 2012, Building Youth Brands In A Youthful Country, (http://www.wpp.com/wpp/marketing/branding/building-youth-brandsin-a-youthful-country/).
Sherr, L & Katz D 1999, Design for Response, Rockport Publishers, New York. Marin, B 2002, Graphic poster annual 2002, Graphis Press, Zurich.
Lewis, A 2012, What is Cultural or Social Poster Design?, (http://www.graphicart-news.com/ what-social-poster-design-is-7-significant-poster-designers-advice/#. UsGq27Qtk6Y).
Silver, l 1998, Prints Best Posters and Billboards, Rc Pubns, USA. Harper, L 2001, Provocative Graphics: The Power of the Unexpected in Graphic Design, Rockport Publishers, Minneapolis.
Karunakaran, P 2012, Bhumi, (http:// bhumi.org.in/)
Zeixs, 2009, Best of Poster Design, Feierabend Unique Books, Germany.
Allen, N 2012, A Short Introduction to Graphic Design History, (http://www. designhistory.org/howtouse.html)
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Colophon Document dimensions: 5.5" X 8". This documentation is set in Priva Pro Italic and Nexa typefaces. Type Priva Pro Italic is designed by Portugal based foundry DSType. It is a multi-award winning type foundry that specializes in custom typeface design for publications, corporations and cultural institutions worldwide. Type Nexa is designed by Fontfabric type foundry, based in Sofia, Bulgaria The Nexa family of fonts are characterized by excellent legibility both in print and on the web. Nexa is most suitable for headlines, but it does well in a variety of text lengths too.
Myself Rhishikesh B. Kedare Student Id: S1101109 PGDPD 2011, Graphic Design Semester Two, National Institute of Design Ahmedabad, India. E-mail: rhishikesh.k@nid.edu rhishi29@gmail.com Contact No: +919409171542 Blog: rhishikeshkedare.wordpress.com
Thank you!