TAYLOR CONOPHY | DOM CROCKETT | ROSALIND LOUVET | DANIELLA PENA
TABLE OF CONTENTS 1
MEET THE FIRM
2
6
faces of the firm
8
DISCOVER
3
EVOLVE
31 social media, social impact, social good
68
final direction
who we are
36 opportunity sketches
70
human rights
10
our image
50 consolidating ideas
14 20
how we think
54 refocus
76 human trafficking 78 case studies 108 design criteria
problem statement
Social Impact, Social Media, Social Good
4
INTEGRATE
5
VALIDATE
6
INSPIRE
116
prototyping
178
primary research
202 our solution
120
system map
182
primary findings
182 proposed platform
122 132 142 152
awareness
170
day in the life
donation prevent key personas
shall we begin?
Meet
et Us
FACES OF THE FIRM MEET THE FIRM
6
We may be all about design, but we still speak your language. Social Impact, Social Media, Social Good
DOM CROCKETT Dom Crockett is a design thinker and innovator who believes that for every design problem there is a human-based solution. Specializing in Account Planning, Brand Strategy and Trend Forecasting, Dom utilizes various design research methods to uncover influential and lucrative solutions in any market. He cites communication and collaboration as vital points in any successful project and believes it is equally as important to be able to convey ideas in a clear and concise way, both verbally and visually.
FACES OF THE FIRM
7
TAYLOR CONOPHY
ROSALIND LOUVET
DANIELLA PENA
Taylor Conophy is a student at Parsons the New School for Design. Having moved every three years of her life, Taylor is easily able to adapt to new situations. Her true passion lies in the hospitality industry, which clearly reflects her love for travel. With a degree in Design + Management from Parsons, Taylor hopes to one day apply her creatively tinted business skills to open her own boutique line of hotels. Currently Taylor works as a representative in the advertising industry in New York City. She loves going out to dinner and to see live music whenever she has the chance.
Rosaind Louvet is a third year transfer student in Design Management at Parsons the New School of Design in New York. Born in Stockholm, Sweden to a French-Latvian family, Rosalind was trained at an early age to adapt to and learn the behaviors and cultures of our world. Rosalind began her college education in Paris, where she quickly grew fond of the research and development behind design. By completing various internships within the fashion and design industries, Rosalind envisions combining her cultural heritage and learned consumer behavior with business strategies to create innovative business ideas.
Daniella Pe単a is a third year student in the Design and Management program at Parsons The New School for Design. She is originally from Colombia, but grew up both in the US and the UK. As is implied by her area of study, her skill set includes contributing insights from both business and design standpoints in addition to graphic design. Daniella has particular interest in brand strategy/development and marketing. Daniella is keenly interested in the role of design in education, particularly in grades K-12.
LET’’S CALL US ....
INITIAL DESIGN GROUP
OANGLIG DESIGN
? new concepts ng ti ia it in e ar We up and We are a gro design! we stand for
TRAFFIC
FINGER PRINT
UPDATE
I.D.
INITIAL
EDYOUCATE
How do we educ ate you through a person al experie nce? Social Impact, Social Media, Social Good
WHO WE ARE
Initial. Design .?
Pertaining to, or occurring at the beginning; first: the initial step in a pr ocess.
9
HELLO OUR NAME IS... Our company name came about accidentally. During one of our first meetings while we sorted out details about the firm, we decided to start brainstorming names, starting with a somewhat juvenile method. We put all of our members’ initials together to try to form some sort of word out of them when Taylor paused and said, “Why don’t we just call ourselves “Initial”?” We unanimously agreed that Initial was the name for us, and one that we all loved. With the bias of a solid idea already, we continued to brainstorm other name possibilities that played with “Initial,” our initials, the word “initial” in different languages, and so on. One language that offered an interesting translation for “ongoing” was Swedish. With our two favorites in mind, we continued to the next stage of sketching out a logo for the words “Oandlig” and “Initial.”
INITIAL
O~NDLIG
INITIAL
]O~NDLIG [
Initial
INITIAL
initi
al
OÅNDLIG Social Impact, Social Media, Social Good
I.D.
INITIAL here
WHAT WE LOOK LIKE
11
OUR IMAGE We created a couple of logo renditions with the two names, but it rapidly became evident that Initial would be the winner. Oandlig was not giving us very much inspiration for our logo so we stopped forcing it and moved forward with our favorite iteration of Initial to encompass all the feedback we received from our colleagues and friendly competitors. In brainstorming logo ideas for “Initial,” we tried to interpret it in a variety of ways. Initial made us think of the line for a signature or initials on a contract that reads “initial here” or is marked with an “x” under the line. We chose to visualize this concept and played with the line weight, font, and positioning of the elements and agreed that the logo should be simple, elegant, and clean. We wanted something that could be universally understood, but something that would not be misread by potential clients.
WHAT WE LOOK LIKE MEET THE FIRM
12
Social Impact, Social Media, Social Good
WHAT WE LOOK LIKE
13
WE LOOK LIKE At Initial we are about forward thinking innovation. Our logo needed to represent a process and a movement. The semiotics of the power button is significant because it signifies the beginning of a method. Our logo uses a rendition of the IEC 5009, standby symbol, that can be most commonly seen on personal computers. The importance about this symbol compared to other power symbols is that this represents the act of switching from stand by to on. At Initial even when we are not actively working we are always learning, collecting, transcribing, looking and listening. We are not your average design company. Our work is never done. The process is forever.
5
HOW WE THINK
15
OUR DESIGN PROCESS When it came to deciding on our design process, we began by looking at industry leaders to analyze existing processes. We noted all of the processes that caught our eye and began to narrow them down. As shown on the opposite page, we highlighted terms that appealed to us the most.
FACES OF THE FIRM MEET THE FIRM
16
Stage: 1 2 3 4
5
IDENTIFY INNOVATE INTEGRATE IMPLEMENT CONNECT DISCOVER DESIGN CREATE INTERACT DELIVER LEARN ENVISION ASK TRY INSPIRE LOOK TRY VALIDATE EVOLVE Social Impact, Social Media, Social Good
17
HOW WE THINK MEET THE FIRM
18
This is how we think... OUR FINAL PROCESS In the illustration to the right, we use colored circles to distinguish the different stages of our design process. All of the circles are the same size, with the exception of “Inspire,� which is slightly larger to show the projected scope of the number of people we expect to reach. The smaller circles between the phases of our design process become progressively smaller to indicate the narrowing focus of our proposal.
Social Impact, Social Media, Social Good
Intergrate
Validate Inspire
Discover
Evolve
What’s the point of this book ?
Social Impact, Social Media, Social Good
PROBLEM STATEMENT
21
PROBLEM STATEMENT THE PROBLEM Enslavement, one of the oldest professions in the world, is still in full swing as today there are approximately 30 billion people enslaved. This is more than at the height of the Trans-Atlantic slave trade where people were taken from Africa and transported primarily to the colonies in North and South America. Despite the many acts to abolish slavery throughout history, an additional 300,000 people are trafficked each year helping fund the most profitable industry in the world. Of that number 80% are female and over 150,000 are children. The majority of these women and children, approximately 70%, enter the sex trafficking segment of human trafficking specifically. Human trafficking has become a $32 billion industry, easily surpassing profits from drug trafficking, gun trafficking, and terrorism around the globe. WHAT IS BEING DONE Awareness and education are two vital tools needed to help reduce the number of people who fall prey to this horrific business. There are various positive initiatives in motion today to combat human trafficking, including social networking platforms, psychological and legal support for victims, and artistic directives to encourage general awareness. For example, DNA Foundation uses a program developed by Microsoft toanalyze and track hidden copies of photos and videos showing pre-pubescent children being sexually exploited. Additionally, Journey is an artistic movement to raise awareness of human trafficking by creating an installation that allows guests to walk through shipping containers and experience the “journey� of being trafficked. Not For Sale is also in the fight to end slavery. They use multiple platforms and use campaigns to raise awareness about the problem. AREAS OF OPPORTUNITY Although these programs have contributed to the increased social acknowledgement surrounding the issue, incremental shifts in government action, and have begun to encourage people to think about finding a possible solution, much still needs to be done to prevent the trafficking from occuring and to protect current victims. Most of these programs fail to initiate any sort of action to actually re-abolish slavery and reduce the initial demand for human slaves. These programs and campaigns only touch upon the surface problems of raising awareness about human trafficking and do not posses a necessary element of transparency that would allow donnors to understand and measure how these initiatives are actually helping victims.
OUR PLAN MEET THE FIRM
22
Social Impact, Social Media, Social Good
STAGE ONE .promotion .photoshop .take away (business card)
STAGE T . web . kicks . rewa
OUR PLAN
23
GE TWO webpage designs kickstarter-like gift rewards
STAGE THREE . home page . how we will help . about . curriculum
Disco
cover
“The beginning of knowledge is the discovery of something we do not understand.� - Frank Herbert
what happens here? 31 social media, social impact, social good 36 opportunity sketches 50 consolidating ideas 54 refocus
DISCOVER
29
WHEN WE DISCOVER WE...
look, listen, learn, observe, compare, research, explore, find inspiration.
Why are we discovering ?
Social Impact, Social Media, Social Good
PROJECT DESCRIPTION
31
THE ASSIGNMENT: SOCIAL MEDIA, SOCIAL IMPACT, SOCIAL GOOD The Design and Business of Social Responsibility, Ethics, Management and Social Good. We will use the design process to explore both urban and universal humanitiarian, social and cultural issues. We will explore the power of words and ations upon each of us. We will try and understand and identify, via one of our greatest gifts of the human experience- design, and empathy, understanding and helping one another. We will first look at ourselves, our personal and family backgrounds, local, national and international news and contemporary and world changing issues. We look to understand as many existing forms of expression via web, text, video, object/product, experience, environment, presentation or promotion. We will look to identify opportunities where we can contribute to help raise awareness, understanding and need locally here in NYC and beyond. Our work this semester will use the topics of, Responsibility, Love, Empathy, Influences and Emerging or New Materials, Processes and Technologies.
GETTING STARTED DISCOVER
32
SOCIAL MEDIA technology, new and emerging materials, and processes.
SOCIAL
Social Impact, Social Media, Social Good
G
L
GETTING STARTED
3333
SOCIAL IMPACT individual and group, social and cultural words and actions.
GOOD
AREAS OF OPPORTUNITY design and the creation of physical, emotional, spiritual objects/products, experience.
Our discover stage began by looking at current events by brainstorming, writing, sketching, mindmapping 20-40 pages each identifying opportunites, interventions and situation areas we could explore as Initial’s first project. We looked at news articles, blogs, videos, campaigns and anything that could be inspiration. The following pages document all our pages and thoughts we gathered from this exercise.
GETTING STARTED DISCOVER
34
SOCIAL MEDIA SOCIAL IMPACT
SOCIAL
Social Impact, Social Media, Social Good
GOOD
35
The overlapping areas of the previous Venn diagram are shown here to the left. The central piece is the focus of our project as we attempt to address a current event or global issue while integrating Social Media, Social Good, and Social Impact. To begin our process, we sketched out our interpretations of global issues in an initial brainstorming phase.
SKETCHING
36 DISCOVER
egypt
f looding
future Social Impact, Social Media, Social Good
globalization
diapers
qr-codes
egypt
community
egypt
SKETCHING
37
egypt SUMMARY OF SKETCHES In the culmination of our initial sketches, we found most of our sketches revolved around a few key topics. Due to the recent events occurring in Egypt, many of our sketches analyzed relevant articles in many forms, including word trees, illustrations, quotes, and other visualizations.
SKETCHING DISCOVER
38
egypt
education
health
health
showing emotion Social Impact, Social Media, Social Good
egypt
SKETCHING
39
egypt
technology
human rights SUMMARY OF SKETCHES Many of our sketches reflect our thoughts about how media can both create and solve problems on a global scale, especially in Egypt when internet and cell phone service were cut off by the government during the protests.
egypt
education
SKETCHING
40 DISCOVER
egypt
food
children Social Impact, Social Media, Social Good
culture
passion
eqypt
SKETCHING
41
technology
42
SKETCHING
43
technology
water
connectivity
egypt
current events
connectivity
SUMMARY
education
technology
These sketches show our developed though about human rights. What do we as humans have the right to do? It derived from the current crisis in Egypt and the way media played a part in what we could possible call a tsunami of 2011.
SKETCHING
social impact
DISCOVER
44
egypt
ideas
water
stress
Social Impact, Social Media, Social Good
the big picture
SKETCHING
45
generations
stress
egypt
SUMMARY Further sketches involved topic concerning health and Post Dramatic Stress. Are there systems or ways to help the people that have been experiencing these current crisis?
egypt
connectivity
SKETCHING DISCOVER
46
wiki leaks
health
piracy
water
egypt
materiality
media
culture
egypt
Social Impact, Social Media, Social Good
47
Social Impact, Social Media, Social Good
SKETCHING
49
What does all this even mean ? WHAT WE FOUND All these sketches did in fact lead us closer to an area of focus. After constant reshuffling and attempts to consolidate we took a step back and noticed a pattern; all our opportunity areas fell under 6 subject headings. As you looked through them you probably realized it yourself but most of our sketches were about: Egypt, internet, flooding, children, education and healthcare. As you can see in the sketch across, each subject heading has three-four sub sections, sometimes connecting to another subject area.
CONSOLIDATING DISCOVER
50
We have to narrow down even more. WHAT CONSOLIDATING WE FOUND Because we had so many different categories, we chose to group them into three main areas: Human Trafficking, Education, and Water. Most of our previous sketches and research were able to fit within these three categories, thus essentially we reorganized into bigger ideas. Social Impact, Social Media, Social Good
51
CONSOLIDATING DISCOVER
52
First attempt at focusing.
1. EDUCATION We chose to focus on education, because it was an area that encompassed many of our ideas. We interpret education as the learning that occurs both inside and outside of schools by individuals of various ages. A major issue we found when we looking at the current events we researched was the lack of preparedness and knowledge the general public had about numerous problems including, but not limited to, disasters, diaper need, and health care. While education can refer to all age groups, we found that the lack of education was most prevalent among younger audiences between the ages of 5 and 18.
53
2. WATER
3. HUMAN TRAFFICKING
Water was given its own category due to the abundance of problems with conservation, access to clean water, and other issues that result from natural disasters. Our aim was to come up with solutions regarding shortage, surplus, and sanitation of water. For example, the copious amount of standing water can pose serious health risks to those around them due to the bacteria that is harbored within them. We planned to compose a learning kit for children and adults alike to safely and effectively
While human trafficking was not in our initial opportunity areas, the subject arose after we discussed awareness with regards to education. We were all instantly attracted to it. In this section we hoped to focus on spreading awareness and creating new initiatives that could help existing or potential victims..
CONSOLIDATING
EDUCATION / AWARENESS
54 DISCOVER
1
HUman Trafficking Social Impact, Social Media, Social Good
2
Health
3
Current Crises
55
We had to try again... REFOCUS As evidenced by our brainstorming pages in the previous stage, we came to a stand still with water, but had multiple ideas for education and human trafficking. As a result, we decided to refocus our research once again. This time we put Education and Awareness as our main topic and from there derived three divisions of possible topics; Human Trafficking, Health and Current Crises. We brainstormed new concepts and ideas for these three fields that can be linked to Awareness and Education and ended up with thirteen main ideas.s.
CONSOLIDATING DISCOVER
56
HUman Trafficking
Health
NETWORKING PORTAL This website acts as a sort of networking site between those who need help (i.e. those who are enslaved, those concerned about family members, etc) and those who have the means to help (i.e. those who have ample funds, time, or other resources). The website would allow for these different groups of people to connect and find means of solving the greater issue of human trafficking, whether through direct donations, designing campaigns, or other methods. The image above to the right illustrates how those groups of people would be connected through the website.
Social Impact, Social Media, Social Good
Cur
57
AD CAMPAIGN
TRAFFIC JAM
WHERE AM I GOING?
The Swing Set is predominantly a guerilla marketing campaign designed to increase awareness about human trafficking especially with children. Information will be placed the seat of a swing set where parents will look before or after picking up their children. We feel like this
Traffic Jam is an awareness campaign for human trafficking. At a red light at an intersection on the road, “enslaved� people would jump out of a truck and hand out some kind of collateral to people nearby (pedestrians & passengers). The collateral would lead them to visit a website, or donate or give them more information. Traffic Jam brings the idea of human trafficking to life in a way that leaves people talking.
Where am I going is also an awareness campaign that involves QR codes to educate the public. QR codes on campaign t-shirts lead people to take a picture and then tell them a human trafficking story making the person wearing the t-shirt the persona. The code could forward them to a website, a donation link, a simple story anything that could educate and raise awareness about the subject.
CONSOLIDATING DISCOVER
58
HUman Trafficking
Health
Current
COMMUNITY PLAN This community plan aims to provide a key transition for senior citizens who would feel more comfortable living in an area within close proximity to restaurants, medical services, friends, and nature. Because senior citizens typically move from homes directly to hospice care centers, many senior citizens feel their rights are being taken away from them. This proposed community aims to ease that tension and provide senior citizens with a safe and friendly community. Social Impact, Social Media, Social Good
59
SWAPPING LIVES
HEALTH PORTAL
In today’s society we sometimes seem to be rebelling against the abundance of information that surrounds us on the Internet. While we still want access to this information, it seems that experiential learning is the most effective. The idea of swapping lives comes from the sustainability d iscussions in our era. What if we, using an educational tool, could virtually swap lives in order to help people in crises?
This is a concept connecting information and people. It involves bringing health and awareness between people, lives, businesses, and institutes. Using an informational platform, health issues could be solved. Today, despite the abundance of information available to us, the biggest problem is finding pertinent information. Many people do not get the treatment they need, because of their lack of information. This platform is a way for people to come together and help each other. Also during crises – it can work as a platform for organization to help maintain active projects.
CONSOLIDATING
Current Crises
DISCOVER
60
‘123’ ESCAPE A big part of disaster preparedness is having an escape route for all households; however, most families do not sit down to plan one out because they do not think they need it. ‘123’ Esape turns this necessary activity into an interactive game either through an activity book or as an iPad application. If children are prepared they can initiate action from their parents.
Social Impact, Social Media, Social Good
FRIENDS NO MATTER WHAT ESCAPE DEVICES Since the recent financial crisis, some schools have set up support groups for kids whose families were severely affected. The support groups provide a way for children to learn about why they may be forced to leave their current school and friends if their parents can not find a way to tell their children. Friends No Matter What is an educational tool that connects children who are going through similar family experiences to try to help them understand the economic crisis. As they are
Education in the 21st century has become far more than reading and arithmetic. Today, environmental, financial, and human rights disasters are occurring everyday and our goal is to enlighten and empower global citizens to fight back against these issues.
61
HOW?
One challenge Initial had was creating a way for us to market and publicize our services and findings to reach a larger demographic. By developing researching and applying it to campaigns to act locally, we will be able to resonate with consumers on a more personal level.
WATER FOR US
FLOOD RE-ENACTMENT
Clean water shortages are prevalent in many third world countries, especially with the recent flooding that has occurred. Water For Us is a campaign that makes use of the excess of clean water available to us in developed countries by providing some method of filtration or purification, such as a filter straw or sun-powered purifier, to a third world resident with each purchase of a bottle of water in the United States.
The recent surge in flooding that has resulted from the excessive amount of rainfall, hurricanes, and earthquakes have come to cause health complications and food and water shortages in addition to leaving thousands homeless. Flood Reenactment is a campaign that lets people witness first hand what these floods are like in an effort to educate them about and help to provide aid for those in need. The reenactment could take place in a public park or area similar to Union Square in New York or in some sort of demonstration for
Evo
olve
“Evolution is not a force but a process. Not a cause but a law.� - John Morley
what happens here? 68
final direction
70
human rights
76 human trafficking 78 case studies 108 design criteria
EVOLVE
67
WHEN WE EVOLVE WE...
focus, direct, think, decide, analyze, unfold emerge
FINAL DIRECTION EVOLVE
68
How we decided on human ficking traffi HUMAN RIGHTS Trying to consolidate our ideas into one direction proved extremely difficult. We decided to take a step back and look at a more general topic that could encompass all of our ideas. We decided to look at Human Rights in general and found the United Nations Declaration of Human Rights. We individually went through the articles enlisted here and noted those that we were most drawn to. From the 30 articles in the declaration, we were initially drawn to 5: articles 3, 4, 5, 25 and 26.
Social Impact, Social Media, Social Good
1
HUman Trafficking
2
Health
3
EVOLVE
EDUCATION / AWARENESS
69
Current Crises
HUMAN TRAFFICKING
FINAL DIRECTION
U.N DECLARATION OF HUMAN RIGHTS
EVOLVE
70
ARTICLE 3
“Everyone has the right to life, liberty and security of person.”
ARTICLE 4
“No one shall be held in slavery or servitude; slavery and the slave trade shall be prohibited in all their forms.”
ARTICLE 5
“No one shall be subjected to torture or to cruel, inhuman or degrading treatment or punishment..”
ARTICLE 25
“Everyone has the right to a standard of living adequate for the health and well-being of himself and of his family, including food, clothing, housing and medical care and necessary social services, and the right to security in the event of unemployment, sickness, disability, widowhood, old age or other lack of livelihood in circumstances beyond his control.”
ARTICLE 26
“Education shall be directed to the full development of the human personality and to the strengt hening of respect for human rights and fundamental freedoms. It shall promote understanding, tolerance and friendship among all nations, racial or religious groups, and shall further the activities of the United Nations for the maintenance of peace..” Social Impact, Social Media, Social Good
71
HUMAN TRAFFICKING
Social Impact, Social Media, Social Good
73
Article 5 stood out to all of us This article stood out to us because it deals with the most condensed reason why human trafficking is illegal and immoral. No one should have to be subjected to actions that diminish their natural human rights and dignities. The victims of human trafficking are robbed of freedoms and liberties and will and are devoid of a basic healthy living and working environment. If we focus on solutions for all the aforementioned problems then we will be successful in improving the quality of life for all humans.
FINAL DIRECTION
HUMAN TRAFFICKINGG
EVOLVE
74
Social Impact, Social Media, Social Good
75
ARTICLE 5
“No one should be subjected to torture or to cruel, inhuman or degrading treatment or punishment.”
FINAL DIRECTION
HUMAN TRAFFICKING
EVOLVE
76
HUMAN TRAFFICKING
Human trafficking is the act o transferring, harboring or rece of force, coercion or other m exploiting them.
ct of recruiting, transporting, eceiving a person through use r means, for the purpose of
77
CASE STUDIES
HUMAN TRAFFICKING
DISCOVER
78
Let’s look at what others have done... CASE STUDIES
JOURNEY
Social Impact, Social Media, Social Good
STOP LEND A HAND
TARGET COUNTRY
79
NOT FOR SALE
5 DAYS OF FREEDOM
DNA FOUNDATION
LILJA FOREVER
CASE STUDIES
HUMAN TRAFFICKING
DISCOVER
80
case study #1:?
JOURNEY
Social Impact, Social Media, Social Good
81
ABOUT: Journey is a collaboration between the United Nations Office on Drugs and Crime (UNODC) and actress Emma Thompson aiming to raise awareness about the current issue of global human trafficking. The collaboration resulted in an art installation that would be transported around the world to showcase the story of a young woman, named Elena, who traveled from her home country of Moldova to England when she was eighteen. Elena was promised a job and a future in the UK, but when she arrived she was instead made into a prostitute. The installation consists of seven shipping containers that were welded together and refurbished to illustrate a different part of Elena’s journey being trafficked. Individual artists interpreted parts of her journey and designed the insides of the containers to reflect that part of the journey.
+ -
THE GOOD Innovative and captivating art installation inspires human interaction and deeper personal connection THE BAD The initiative doesn’t give many opportunities for people to share, connect and network with others who are passionate about Human Trafficking.
CASE STUDIES
83
ANALYSIS Journey by Emma Thompson is an art installation that allows viewers to experience a “typical� day in the life of a trafficked person working as a sex slave. Visitors are deeply effected by the deplorable conditions in which these victims live and work in against their will. The experience works to encourage interest and outrage by viewers. We admire the individual and personal connection that the project proposes, but hoped that the follow up element was more apparent.
CASE STUDIES
HUMAN TRAFFICKING
DISCOVER
84
case study #2:?
STOP! LEND A HAND Social Impact, Social Media, Social Good
ABOUT: Stop is a collaboration between ECAT International, Somaly Mam Foundation, and The Body Shop to raise both awareness and resources globally for the trafficking of children. The campaign has multiple levels with each organization contributing at each. The Body Shop is the campaign’s portal to the public; the store created their “Soft Hands, Kind Heart Hand Cream” to raise money for ECAT while the “Bag For Life” collects proceeds for Somaly Man. In addition to the product there is an online petition for a “safe harbor” law to offer support instead of prosecuting victims of sex trafficking.
+ Social Impact, Social Media, Social Good
THE GOOD By aligning themselves with a retailer that already targets similar demographics, participators in the initiative should take a more personal interest in the campaign. THE BAD Not much transparency in the effectiveness of the donation and the signing of the petition.
Stop! Lend a hand does an excellent job of aligning itself with a retailer whose prime demographic is most closely related to the potential victims of human trafficking. The type of products sold, including lotions, soaps, and tote bags, make it easier for the common person to help fight Human Trafficking and helps to spread the word about the problem. However, similar to other campaign, users lack specific details about how exactly their money is helping to end human trafficking.
CASE STUDIES
ANALYSIS
87
CASE STUDIES
HUMAN TRAFFICKING
DISCOVER
88
case study #3:?
TARGET COUNTRY: SWEDEN
Social Impact, Social Media, Social Good
89
ABOUT: In Moa Karlberg’s photo project “Target Country: Sweden,” 19 human trafficking stories are portrayed through text and images. These 19 stories, accompanied by photographs, are representative of actual stories of women who were taken into the sex trade. The buildings in the photographs show potential buildings where the sex crimes occurred. The photographer evokes emotion by provoking the mind with what could be happening just behind the familiar Swedish apartment complexes.
HUMAN TRAFFICKING
+
CASE STUDIES
-
THE GOOD The way this initiative is executed makes it more personal and self reflective. THE BAD There is no opportunity to follow up with these findings and there is no apparent solution presented in the photographs or stories..
DISCOVER
90
ANALYSIS Art and design based awareness campaigns like these are effective at bringing awareness about the problem to the masses with out the added pressure of donation. The photo essay featured in this initiative shows the homes where human trafficking crimes took place. The ambiguity of the photos inspires a natural curiosity in viewers; however, there is no effective way for viewers to follow up and combat the problem.
Social Impact, Social Media, Social Good
“An underage girl is forced to have sex with up to 17 customers a day, during a total of four trips from Romania to Skåne. For many years she has been strictly controlled by her pimp, who physically abuses her and gets her pregnant for three times”
CASE STUDIES
HUMAN TRAFFICKING
DISCOVER
92
case study #4:?
NOT FOR SALE
Social Impact, Social Media, Social Good
ABOUT:
Not For Sale is an organization that works across the United States and Internationally to raise awareness about the global issue of human trafficking. It helps victims through funding raised from its website and helps raise awareness by providing a platform for visitors to discover and record reports of human trafficking. Not For Sale approaches the larger issue of human trafficking by breaking it down into branches of work so as to attract the largest, most broad audience interested in helping to re-abolish slavery. The organization uses “Smart Activism� and various types of campaigns to spread awareness of the issue.
CASE STUDIES
FAST FOR FREEDOM This campaign encourages people around the world to fast together on one day and donate however much money they would normally have spent on food that day to Not For Sale. The money raised by the organization would help investigate human trafficking and help survival victims to restart their lives after slavery.
Free 2 Work is an iPhone app that informs the user of the transparency of different everyday brands such as Levi’s or Clorox..
DISCOVER
94
FREE 2 WORK APP
SLAVERY MAP
This digital slavery map on Not For Sale’s website shows detailed information about reported instances of human rights violations in the United States. The map allows viewers to zoom in and out of the map to see exact locations of human trafficking cases. By mapping visually each reported case of human trafficking, Not For Sale attempts to make law enforcement officials aware that the problem is happening closer to home than they may think.
+ -
THE GOOD The campaign does a excellent job of connecting people with human trafficking initiatives and lending ideas for collaboration. THE BAD While there is an attempt to allow those who donate to understand where their money is going to, it is not exhibited in detail and could be more transparent.
ANALYSIS The Not for Sale campaign brings people together through an online platform to fight human trafficking. The platform makes it easy to form meetings, rallies and promotional events. What we love the fact that Not For Sale caters to a variety of demographics with their many campaigns, but wish they had a more transparent donation process so those who donate knew where their money was going.
CASE STUDIES
HUMAN TRAFFICKING
DISCOVER
96
case study #5:?
5 DAYS OF FREEDOM
Social Impact, Social Media, Social Good
ABOUT: 5 Days of Freedom is a campaign that encourages children to make a difference by empowering them with the freedom to act. The campaign runs for 5 days where young people around the world host various awareness shows, fundraisers and a Freedom Fest. 5 Days of Freedom is a Free The Children Campaign but unlike other campaigns, Free the Children does not determine how it is carried out. The organization simply gives a variety of resources to empower the children to bring to life their own ideas of freedom. 5 Days is unique, because no two ideas are the same and yet all of them together can make an impact.
CASE STUDIES DISCOVER
98
ANALYSIS 5 Days of Freedom is a week long social project designed to promote human rights and the observation of freedom. It is a very specific idea that gives a young people around the world the opportunity to organize projects in their local schools and community centers. We would have liked to see some sort of consistency in the model so the quality and impact of the work was stronger regardless of where in the world the initiative took place.
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THE BAD Because the initiative allows customization, there are often issues of disorganization and inconsistency.
CASE STUDIES
+
THE GOOD Allows people from various backgrounds to make an impact on a local level that works together with other communities around the world.
99
CASE STUDIES
HUMAN TRAFFICKING
DISCOVER
100
case study #6:?
DNA FOUNDATION
Social Impact, Social Media, Social Good
101
ABOUT: The Demi and Ashton Foundation (DNA) works to eliminate the demand for sex trafficking and focuses particularly on eliminating the demand for child sex slavery. The foundation operates on multiple levels, connecting with both victims and the local community to devise ways to raise awareness about the issue. DNA believes that the central driver behind human trafficking is consumer demand, and thus strives to change the behavior of the individuals who are engaging in it.
CASE STUDIES
5
DISCOVER
102
REAL MEN CAMPAIGN
One of DNA’s larger initiatives was The Real Men campaign launched in partnership with the Novo Foundation and leading technology companies such as, Microsoft, Google, Twitter, Facebook and Square. The campaign looks for men who are willing to stand behind the statement “Real men don’t buy girls.” The technological coalition is working together to create solutions to end presence of human trafficking online. Microsoft has created a software called Photo DNA which helps online service providers to locate inappropriate images of underage sex slaves and then proceeds to remove them from the site before they go viral and spread across the world.
Social Impact, Social Media, Social Good
ANALYSIS This campaign makes it easier to track where underage photos come from so that criminals posting the images can be prosecuted. However, the “Real Men Don’t Buy Girls” advertising campaign is not effective at attacking human trafficking on a deeper level.
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THE GOOD: The technological collaboration with Microsoft is innovative and effective at recognizing underage children in photos and notifying law enforcement personnel. THE BAD The campaign with Ashton Kutcher is not effective at addressing the issue on a deeper level or following through with the campaign.
CASE STUDIES
HUMAN TRAFFICKING
DISCOVER
104
case study #7:?
LILJA FOREVER
Social Impact, Social Media, Social Good
ABOUT: Lilja Forever is a film made by Lucas Moodysson in 2002. It tells the story of a 16-year-old girl from Lithuania who was sold as a sex slave in Sweden after her mother abandoned her and left for America. The young girl sold herself in the streets and was picked up by a pimp involved in organized human trafficking. The pimp removed her to Sweden and forced her to take part in violent sex acts. Unable to ask for help or run away, Lilja ends up killing herself. This film tells her story.
DISCOVER
106 CASE STUDIES
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THE BAD There is no opportunity for viewers to follow up with the cause.
CASE STUDIES
+
THE GOOD Because this story is told through film it is accessible to everyone.
107
ANALYSIS Lilja forever is a documentary that portrays the emotional effects that human traffecking and abuse can have on a young girl. The movie was a good way to catapult someone into the world of these victIms although a follow up component would have been ideal.
CASE STUDIES
HUMAN TRAFFICKING
DISCOVER
108
Social Impact, Social Media, Social Good
What we concluded to be our design criteria
CASE STUDIES
109
PROVOKE HUMAN EMOTIONS USE DONATION INCENTIVES FOR THOSE WHO CAN’T IMMEDIATELY IDENTIFY WITH THE DEEPER ISSUE ADDRESS AS LARGE A DEMOGRAPHIC AS POSSIBLE TRANSPARENCY IN THE DONATION PROCESS SELF INVOLVED COMMUNITY PROGRAM THAT ENCOURAGES PARTICIPATION ADDRESS ROOT OF THE PROBLEM INFORMATION AND FOLLOW-UP FOCUSED
Integ
grate
“Design is not making beauty, beauty emerges from selection, affinities, integration, love.� - Louis Kahn
what happens here? 116
prototyping
120
system map
122 132 142 152
awareness
170
day in the life
donation prevent key personas
INTEGRATE
114 PROTOTYPING
115
WHEN WE INTEGRATE WE...
develop, envision, conceptualize, materialize, apply
PROTOTYPING
HUMAN TRAFFICKING: PROTOTYPING
INTEGRATE
116
Developing our design criteria PROTOTYPING After careful analysis of previous initiative and design thinking strategies we identified positives and negatives from each. We used this criteria to come up with the deliverable that would available to potential clients. Our main goal was to use a advertising and marketing initiatives that provoked human emotion and inspired change we also wanted to have a supreme sense of transparency in all donation processes. We believe that the following prototypes encompass these goals.
11 7
HUMAN TRAFFICKING: PROTOTYPING
PROTOTYPING
MEASURE
INTEGRATE
118
AWARENESS
DONAT
FOLLOW
Social Impact, Social Media, Social Good
ASURE
ONATE
LLOW UP
119
PREVENT
PROTOTYPING STRUCTURE Before we started we drew out a frame of our prototyping structure. Our 3 main touch points are: awareness, donations, teach/ prevent.
HUMAN TRAFFICKING: PROTOTYPING
AWARENESS
TAKE AWAY
Phase 1: We want to raise visibility and comprehension surrounding the current Human Trafficking Problem.
Phase 2: The viewer of our campaigns can become further involved with the organization through various social networking channels.
PLATFORM Phase 3: This online destination is a culmination of all campaigns and initiatives that we have developed for the increased awareness and abolishment of Human Trafficking.
AWARENESS Through various guerrilla art installations and campaigns the general public can be better informed about this issue.
By using these social networking tools the viewer becomes more engaged in the campaign as a whole as opposed to just one part. Connectivity and transparency for the public is our goal.
DONATE Phase 4: Users can donate money to allow us to implement the curriculum and educate girls about the dangers of human trafficking.
CURRICULUM
ED
Phase 6: The lesson plans for this stage will include the courses, lectures, and interactive activities for our target audience.:
Ph pu pro we ed wh ab co th
PR
DONATE People who log onto the platform have an increased opportunity to learn and connect with others who are involved.
Users can donate money to allow us to implement the curriculum and educate girls about the dangers of human trafficking.
Using real world and familiar examples we can make the human trafficking prevention more comprehensive and relateable.
A e
w m t W
w
w a
Social Impact, Social Media, Social Good
UM
will
tive get
and s we man tion nsive
1
2
3
4
EDUCATION
FOLLOW UP
Phase 5: Having the public learn about this problem is not enough; we must contribute to educate the people who are most at risk about the dangers to combat the source of the problem.
Phase 7: To make sure the people who donates can feel engaged in the process - we need to innovate a method to increase transparancy.
PREVENTION Advertising and education will happen at various places where girls are either most at risk or where they are most influenced. Whether these girls are at school, shopping with friends, or watching T.V Initial will be there informing and empowering.
The transparancy will be created through adonation tracker that will measure the donation made and follow it every step of the way until implementation of curriculum is finished.
How will our system work? SYSTEM MAP The three main touchpoints have their respective subgroups that people will pass through. These subgroups define key areas that trace a single persons experience and level of involvement in the system as a whole. The phase boxes along the top state our intentions for the phase while the boxes across the bottom say how we intend to bring them to life.
12 1
HUMAN TRAFFICKING: PROTOTYPING
PROTOTYPING
MEASURE
INTEGRATE
12 2
AWARENESS
DONATE
FOLLOW UP
Social Impact, Social Media, Social Good
PREVENT
12 3
1.
2.
3.
4.
PROTOTYPING
HUMAN TRAFFICKING: PROTOTYPING
INTEGRATE
124
Awareness idea #1:
BUY TWO GET ONE FREE Recreating the stores in the Middle East that actually place women in the window and as a way of showing “their merchandise.” Idea could be presented through out store with a tote bag, apparel etc. Social Impact, Social Media, Social Good
125
INTEGRATE
126 PROTOTYPING
127
Awareness idea #2:
SHOE CAMPAIGN Recreating the stores in the Middle East that actually place women in the window and as a way of showing “their merchandise.� Idea could be presented through out store with a tote bag, apparel etc.
PROTOTYPING
HUMAN TRAFFICKING: PROTOTYPING
INTEGRATE
12 8
Awareness idea #3:
WHAT’S MY STORY Similar to the “Help! I need help!” campaign, this idea is presented through individual packages that speak to a variety of people based on whether they consider themselves mothers, fathers, brothers, etc. Inside each kit would be items catered to each specific persona that help to raise awareness about human trafficking, support our campaign, and provide for optional donations. Social Impact, Social Media, Social Good
129
PROTOTYPING
HUMAN TRAFFICKING: PROTOTYPING
INTEGRATE
13 0
13 1
Awareness idea #4:
BUY TWO GET ONE FREE This idea recreates a store in the Middle East that actually places women in the windows as a way of advertising their “merchandise.� The idea could be presented throughout the store incorporating our other ideas such as an informational tote bag, apparel, and more.
HUMAN TRAFFICKING: PROTOTYPING
PROTOTYPING
MEASURE
INTEGRATE
13 2
AWARENESS
DONATE
FOLLOW UP
Social Impact, Social Media, Social Good
PREVENT
133
1.
3.
2.
4.
PROTOTYPING INTEGRATE
134
Social Impact, Social Media, Social Good
135
Donate, measure, follow up idea #1:
DONATION TRACKER After the donation is made online – a customized donation tracker will be accessible to the person who donated. You will be able to see each step as the time and money gets processed. Donation made – Receipt – Feedback Gift – Sending of Money – Implementation
PROTOTYPING
HUMAN TRAFFICKING: PROTOTYPING
INTEGRATE
13 6
Donate, measure, follow up idea #2:
DONATION PLATFORM The donation website will be linked to the Awareness campaign stage and make it easier for the people who feels motivated enough to donate money to aid in the prevention of Human Trafficking.The navigation between the stages of Campaign – Donate – Learn More and Curriculum will be seamless. Social Impact, Social Media, Social Good
137
PROTOTYPING INTEGRATE
13138 8
Social Impact, Social Media, Social Good
13 9
Donate, measure, follow up idea #3:
FOLLOW UP POSTCARD Upon completion of the workshops at various schools, a postcard will be sent from school and a stduent will respond with comments and feedback regarding the curriculum. This is the last stage of the donation process to increase feedback between the class and the organization..
PROTOTYPING
HUMAN TRAFFICKING: PROTOTYPING
INTEGRATE
14 0
Donate, measure, follow up idea #4:
PRICE TAG
A price tag necklace could be decorated with a barcode or some other icon to show support in the fight against sex trafficking.
FLIP BOOK This flipbook is a simple book that gives facts, stories, and scenarios about human trafficking that could be given to those who donate or participate in some initiative against human trafficking. Social Impact, Social Media, Social Good
14 1
HUMAN TRAFFICKING: PROTOTYPING
PROTOTYPING
MEASURE
INTEGRATE
142
AWARENESS
DONATE
FOLLOW UP
Social Impact, Social Media, Social Good
PREVENT
14 3
1.
3.
2.
4.
PROTOTYPING
HUMAN TRAFFICKING: PROTOTYPING
INTEGRATE
14 4
Social Impact, Social Media, Social Good
14 5
Prevent idea #1
JUST LIKE ME Just Like Me is a potential iPhone app in which the user enters his or her demographic information and is then presented with the story of a person with similar demographics who has been sold into or experienced sex slavery in some way. The goal is to address people who are unaware that sex trafficking is happening to people just like them.
PROTOTYPING
HUMAN TRAFFICKING: PROTOTYPING
INTEGRATE
146
Prevent idea #2
TRAFFICKING IN A PURSE This idea places various items that educate and raise awareness about human trafficking inside of a purse. The purse can have a double meaning, acting both as the victim’s purse that she takes around for her ‘jobs’ and an item a typical 13-year-old girl might relate to. Social Impact, Social Media, Social Good
14 7
PROTOTYPING
HUMAN TRAFFICKING: PROTOTYPING
INTEGRATE
148
Social Impact, Social Media, Social Good
14 9
Prevent idea #3
WHAT IF A pick-your-own-ending movie, similar to the one made to reduce knife crime in England, could be used as a preventative tool or as a way to raise awareness.
PROTOTYPING
HUMAN TRAFFICKING: PROTOTYPING
INTEGRATE
15 0
Prevent idea #2
GAME OF HUMAN TRAFFICKING This game reinvents the traditional “Game of Life” to address human trafficking by presenting players with scenarios and information on the topic. It could be used as a prevention tool, a family game, or part of a school curriculum. Social Impact, Social Media, Social Good
15 1
Social Impact, Social Media, Social Good
These are great ideas right? But WHO are they for? KEY PERSONAS Before we could select which prototyping ideas to take further and test we had to determine who the potential users and stakeholders in our system would be. We divided our key personas into two parts: those who would be affected by the public campaign, and those who would be involved in the school curriculum. We identified their demographics, psychographics and individual traits that made them suitable for the particular area in the system map they would be a part of.
153
PROTOTYPING
HUMAN TRAFFICKING: PERSONAS
INTEGRATE
154
KEY PEOPLE
I’M A MOTHER...
Social Impact, Social Media, Social Good
I’M A GRADUATE...
I’M A TEACHER...
155
6
I’M A 13 YEAR OLD...
I’M AN 8 YEAR OLD...
INSPIRE
I’M A 12 YEAR OLD...
HUMAN TRAFFICKING: PERSONAS
PROTOTYPING
TAKE AWAY AWARENESS PLATFORM TAKE AWAY AWARENESS PLATF ORMDONATE CURRICULU DONATE CUR TAKE AWAY AWARENESS PLATF ORM DONATE
INTEGRATE
156
Phase Phase 3: This online Phase 2: The viewer Phase 3: This online Phase 4: Users can Phase The lesson Phase 2: 3: The Phase 1: We want Phase 4: 6: Users can Phase Thisviewer online Phase Phase1:2:We Thewant viewer Phase 4: Users can plans Phase 1: We want destination is a of our campaignsofcan destination is a donate money todonate allow plansmoney for thisto stage w our campaigns to raise visibility and allow destination is a can toofraise andcan our visibility campaigns donate money to allow includ to raise visibility and culmination of all become further become culmination of all us to implement the include the courses, further comprehension comprehension us to implement the culmination of all become further us to implement the lectur comprehension and initiatives involved with theinvolved campaigns and initiatives curriculum and educate lectures, and educate interact with and the campaigns surrounding the surrounding curriculum campaigns initiatives the involved with the curriculum and educate activi surrounding the that we have developed organization through that we have developed girls about the dangers for dangers our targ organization through current Human current girlsactivities about the that we have developed Humanthrough organization girls about the dangers audie current Human for the increased various social various for the increased of human trafficking. social Trafficking Problem. of audience.: human trafficking. for the increased Trafficking Problem. various social of human trafficking. Trafficking Problem. awareness and networking channels. awareness and networking awarenesschannels. and networking channels. abolishment of Human abolishment of Human abolishment of Human Trafficking. Trafficking. Trafficking.
AWARENESS AWARENESS AWARENESS
DONATE DONATE DONATE MY JOURNEY ENDS HERE
Us Through various Through various By using these social People who log onto Users can donateUsers By People using these Using world People who log onto can real donate Through various By using these social whosocial log onto Users can donate fam guerrilla art networking toolsnetworking the the platform havethe anplatform have money tofamiliar guerrilla art tools toolshave the examples anus to to allow us money to allow us to guerrilla art networking the the platform an money to allow ca installations and installations and viewer becomes viewer more becomes more increased opportunity implement the implement can make increased opportunity thethe hum installations and viewer becomes more increased opportunity implement the tra campaigns the general engaged in the engaged in the to learn and connect curriculum and curriculum campaigns general trafficking to learn and connect andpreven campaigns the general engaged the in the to learn and connect curriculum and m public can be better campaign as a whole with others who with are others who are educate girls about public can beasbetter campaign as a whole moregirls comprehen educate about public can be better campaign a whole with others who are educate girls about an informed about this as opposed to just the dangers of the dangers informed abouttothis as involved. opposed to justinvolved. and relateable. involved. of informed about this as opposed just the dangers of issue. one part. Connectivity human trafficking.human trafficking. issue. one part. Connectivity issue. one part. Connectivity human trafficking. and transparencyand for transparency for and transparency for the public is our the goal.public is our goal. the public is our goal.
Social Impact, Social Media, Social Good
1
2
3
4
1
2
3
4
CURRICULUM EDUCATION FOLLOW UP RM DONATECURRICULUM EDUCATION FOLLOW UP CURRICULUM TAKE AWAY DONATE PLATF ORM DONATE
1
EDUCATION
Phase 5: HavingPhase the 7: To make sure Phase 6: The lessonPhase 5: Having the Phase nline lesson 4: Users Phase can 6: The lesson7: To make sure Phase 5: Having the Phase 3: This online Phase 4: Phase Users 2: canPhase The viewer Phase 4: Users canlearn about thisPhase 6: Thethe public plans for this stage will people learn about this plans for this stage will the people donates donate money plans who for this stage will who donates public learn about this is a the courses,public donate donate money allow of ourtocampaigns can to allow destination money to allow problem is not enough; include can feel all problem is not enough; courses, of all can feel engaged in the engaged in the problem is not enough; us to implementinclude the the culmination us to implement the us to implement the contribute toinclude the courses, we must lectures, and interactive - we need to nitiatives become further we must contribute to lectures, and interactive process - we need to curriculum we must contribute to lectures, andprocess interactive and initiatives curriculum and educate the and educate campaignsactivities curriculum and educate educate the people for our target innovate a method to educate the people eveloped involved with educate the people activities for our target innovate a method to girls about the dangers activities for our target that we have developed girls aboutorganization the dangersthrough girls about the dangers who are most atincrease risk audience.: increase transparancy. who are most at risk d who are most at risk audience.:for the increased transparancy. of human trafficking. audience.: of humanvarious trafficking. social of human trafficking. about the dangers to about the dangers to about the dangers to awareness and combat the source of Human networking channels. combat the source of combat the source of abolishment of Human the problem. the problem. the problem. Trafficking.
DONATE DONATE AWARENESS
PREVENTION
PREVENTION DONATE OUR JOURNEY STARTS HERE
FO
157
PREVENTION
Thebe transparancy will be The transparancy will Using real world and g onto Using real world and created Users can donate Using real world andthrough adonation Advertising and created through adonation By donate using these social Users can People whofamiliar log onto can donate examples Advertising we Users and Advertising and avemoney an to familiar examples we tracker money to allow us to familiar examples tracker that will measurewethat will measure education networking tools the allow us to the platformcan have an the human money tohappen allow us to will happen education will make ortunity the human donation made and education will happen implement can make thethe human made and at various placesthe donation viewer morethe can make implement the becomes increased opportunity implement the at various places trafficking prevention at various places onnect prevention follow and trafficking prevention follow trafficking it every step of theit every step of the where girls are either engaged the curriculum and incurriculum to learn andmore connect curriculum and where girls are either comprehensive where girls are either hoeducate are more comprehensive way until implementation educate girls about more comprehensive way until implementation most campaign a whole girls aboutas with others and whorelateable. are educate girls aboutat risk or where most at risk or where most at risk or where of curriculum is finished. thetodangers and relateable. of curriculum is finished. they are most influenced. as opposed just of and relateable. the dangers of involved. themost dangers of they are influenced. they are most influenced. human trafficking. Whether these girls are one part. Connectivity human trafficking. human trafficking. Whether these girls are Whether these girls are MY JOURNEY and transparency for at school, shoppingat school, shopping at school, shopping the public is our goal. with friends, or with friends, or with friends, or ENDS HERE watching T.V Initial watching T.V Initial watching T.V Initial will be there informing will be there informing will be there informing and empowering. and empowering. and empowering.
Pha the can pro inn inc
PERSONAS PROTOTYPING
Hello I’m a mother...
INTEGRATE
158
Social Impact, Social Media, Social Good
159
INTEGRATE
160 PROTOTYPING
PERSONAS
Hello I’m a graduate...
161
PROTOTYPING
PERSONAS
INTEGRATE
162
Social Impact, Social Media, Social Good
Hello I’m a teacher...
163
INTEGRATE
164 PROTOTYPING
PERSONAS
Hello I’m a 13 year old...
165
PERSONAS PROTOTYPING
Hello I’m an 8 year old...
INTEGRATE
166
Social Impact, Social Media, Social Good
167
INTEGRATE
168 PROTOTYPING
PERSONAS
Hello I’m a 12 year old...
1 69
morning
A Day in the Life of
Social Impact, Social Media, Social Good
socializes with friends during lunch
checks facebok before school
mom drives her to school
gets ready for school
walks to bus with mom & takes bus to school
socializes with other students while at school
wakes up Saturday & has breakfast with the family
chat with friends online
walk around the south street seaport with best friends
e
est
does homework while talking online with over ichat
eats dinner with the family (talking about school, work, etc)
chats online with strangers and friends alike (updates fb, etc)
walks home from bus stop with mom
works on homework with mom at home and eats a snack
eats dinner with the family (talking about school, etc)
watches TV for 30 minutes before bed
see movie with friends near union square
dinner with the family out near greenwich village
home to watch tv with family
mom picks her up from school
get ready for bed and chat online with friends
evening
e of Potential Victims
Valid
date
“True ideas are those that we can assimilate, validate, corroborate, and verify. False ideas are those that we cannot.� - William James
what happens here? 178
primary research
182
primary findings
177
WHEN WE VALIDATE WE...
determine, test, support, approve, justify, finalize
PRIMARY RESEARCH INTEGRATE
178
Social Impact, Social Media, Social Good
Testing our ideas
OUR PRIMARY RESEARCH
How we got feedback:
WHAT WE DID:
179
1. SURVEY
2. FOCUS QUESTIONNAIRE
3. “IM A” PAMPHLET
4. AWARENESS BILLBOARD
Social Impact, Social Media, Social Good
181
1. GENERAL SURVEY
To gain greater insight into the awareness level about human trafficking from our target audience we distributed a general survey via viral sources. We asked various questions regarding the location, victims, and motives of human trafficking. We received a wide range of answers from various demographics to better help us design and market our initiatives. This survey was one of the instances that we used quantitative data to help tailor our deliverables to the general consensus of the population.
PRIMARY RESEARCH
SURVEY RESULTS
1
2
AGE GROUP ?
GENDER ?
3
WHO ARE THE VICTIMS ?
INTEGRATE
182
16 - 25 26 - 35 36 - 45 46 - 55
Social Impact, Social Media, Social Good
MALE FEMALE
FEMALE
4
WHO ARE THE CUSTOMERS ?
5
IN WHAT AREAS DO YOU THINK HUMAN TRAFFICING IS MOST PRELEVENT?
6
IS HUMAN TRAFFICKNG HAPPENING IN YOUR AREA?
183
MALE
ASIA
DON’T KNOW
FEMALE
EASTERN EUROPE
NO
SOUTH AMERICA
YES
PRIMARY RESEARCH
184
INTEGRATE
184
Social Impact, Social Media, Social Good
185
2. FOCUS
QUESTIONNAIRE In order to create an effective method of spreading awareness about human trafficking to prevent it from happening, we first had to understand every aspect of our potential victim’s day-to-day lives. We created a focus questionnaire to highlight possible areas in which we could intervene to make a difference. By stepping in the points at which potential victims are most vulnerable, our campaigns will be more influential. The girls we interviewed were pre-teens from the greater New York area. Our focus group served to give us an idea of the types of music, television, stores, and websites that they associate with.
INTEGRATE
186 PRIMARY RESEARCH
187
3. I’M A
PAMPHLET... The “I’m A..” pamphlet was designed to give us an idea about how people describe themselves as consumers and ultimately as potential participants in the initiative. The findings helped us design “first-aid kits” for our customers to aid them in fighting human trafficking. By giving personalized kits for each demographic the rate of participation will increase and so will the effectiveness of our message.
PRIMARY RESEARCH INTEGRATE
188
Social Impact, Social Media, Social Good
189
I’M A...
how many?
...sister ...brother ...mother ...father ...teacher ...traveler
12 28 2 1 3 3
I’M A RESULTS
circle those tha t you wou suppor t a camp aign ag
17 rubber bracelet to show that i
PRIMARY RESEARCH
35%
8
16%
sticky note/che list pad relating human
INTEGRATE
190 15
short human tr affic from the perspe king story ctive of my persona
30%
21
send a post card
to
HOW DID pamphle
42%
WHAT pamphlet
GIVE US AN ID
EA__________
Social Impact, Social Media, Social Good
__
you would like in this kit as a w ay to mpaign against human traffickin g:
10
spread the word vouchers with short facts
y note/checkad relating to human
20%
191 21
price tag with co that leads you de some price tag neckla ce show your supp to ort
42%
5
HOW DID TH IS PU pamphlet/postca RCHASE HELP rd/leaflet etc WHAT ELSE C pamphlet/postca AN I DO: rd/leaflet etc
____________
__________
10%
9
18%
PRIMARY RESEARCH INTEGRATE
192
Social Impact, Social Media, Social Good
VS
193
4. AWARENESS BILLBOARD
For this campaign we surveyed over 76 people asking which scenario they would hypothetically prefer. Although people applauded the first campaign, which included women who are “for sale” standing in store windows, the majority of people ultimately favored the shoe installation in a public space. They cited it as being “very impactful when viewing it on such a large scale.” With evidence that the majority of people preferred the shoe campaign, we chose it as our final choice.
INTEGRATE
194 PRIMARY RESEARCH
76 people were asked WHICH WAS MORE POPULAR? 60%
46
PREFERRED THE SHOE DISPLAY
30
40%
PREFERRED THE STORE
195
Insp
pire
“Good actions give strength to ourselves and inspire good actions in others.� -Plato
what happens here? 202 our solution 182 proposed platform
20 1
WHEN WE INSPIRE WE...
encourage, motivate, influence, envirgorate, share
OUR SOLUTION: EYES WIDE OPEN INSPIRE
202
What did all this work lead to? OUR SOLUTION
Although these programs have contributed to increased social acknowledgement much still needs to be done to prevent trafficking from occurring and to protect c action to re-abolish slavery and reduce the demand for sex slaves. These programs a do not posses the necessary element of transparency that would allow donors to un as a result continue to actively spread the word. Our solution is to educate and em we believe problems are most effectively solved at the source. Social Impact, Social Media, Social Good
ment surrounding the issue, including incremental shifts in governmental actions, otect current victims. Most of these programs fail to initiate an effective form of ams and campaigns only touch upon the surface issues of raising awareness, but to understand and measure how these initiatives are actually helping victims, and and empower our audience in order to help reduce human trafficking. At Initial,
20 3
20 5
PROBLEM VIDEO At Initial, we believe that storytelling yields the most empathy and understanding from our clients. This is why we have developed a video documenting the story of a young teen that falls prey to traffickers. We want our audience to connect with the young woman by evoking a reflective perspective as they watch the video. True understanding and the willingness to carry on with a message stems from honesty and an emotional connectedness with victims of human trafficking. Our video can be viewed on the enclosed DVD.
OUR SOLUTION: EYES WIDE OPEN INSPIRE
20 6
Social Impact, Social Media, Social Good
EYES
WIDE
OPEN
EYES WIDE OPEN Eyes Wide Open is an online platform developed by Initial that allows participants to stay on the forefront of human trafficking prevention by carrying on a proactive awareness campaign. It is the main portal for our donation platform, cultural blog, and information about our curriculum and events around the globe that have to do with encouraging a positive self image and empowerment for our audience. We named this website “Eyes Wide Open,� because we want to give our clients the tools they need to remain safe and connected in our global culture. Our participants are also able to remain aware of the many dangers they could face and the steps that can take to remain happy, safe, and healthy.
207
EYES EYES WIDE OPEN: HOW IT WORKS
OPEN
OUR SOLUTION: EYES WIDE OPEN
AWARENESS CAMPAIGN DONATION GIFT CURRICULUM
20 8 INSPIRE
WIDE
Week 1
Week 2
Week 3
Week 4
Week 5
STUDENT FOLLOW UP DONATION FOLLOW UP
Social Impact, Social Media, Social Good
Week 6
Week 7
SCENARIO: How it works? 300,00 childr en get human traffi cked in the US every year! EYES
WIDE
OPEN
1. Walks to Union Square ...
2. Sees shoes and looks at the QR code on the ground...
3. Photographs the QR code and receives information ...
4. Logs into the computer and finds out more about the campaign through website
20 9 5. Donation of money and selection of donation gift
6. Waiting for the donation to go through
7. Watch the donation bar to see where in the process your money is located
8. Donation gift arrives
10. Receives a postcard from one of the students paricipaiting in the EYES WIDE OPEN program
11. A 14 week later, you receive an email update.
EYES
WIDE
OPEN
9. Human Trafficking game - ready to learn more through the game
10. The donation funds the implication of the curriculum in various schools
EYES
WIDE
OPEN
OUR SOLUTION: EYES WIDE OPEN
AWARENESS CAMPAIGN DONATION GIFT CURRICULUM
INSPIRE
2 10 Week 1
Week 2
Week 3
Week 4
Week 5
STUDENT FOLLOW UP DONATION FOLLOW UP
Social Impact, Social Media, Social Good
Week 6
Week 7
SHOE INSTALLATION WEBSITE DONATION TAKEAWAYS 2 11
SCENARIO: Shoes on Union Square
OUR SOLUTION: EYES WIDE OPEN
EYES WIDE OPEN: AWARENESS CAMPAIGN
1. Walks to Union Square ...
INSPIRE
2 12
2. Sees shoes and looks at the QR code on the ground...
EYES
WIDE
OPEN
3. Photographs the QR code and receives information ... Social Impact, Social Media, Social Good
300,000 children are trafficked in the US every year
4. It leads you to the EYES WIDE OPEN website .
1. Walks to Union Square ...
2. Sees shoes and looks at the QR code on the ground...
EYES
WIDE
OPEN
3. Photographs the QR code and receives information ...
300,000 children are trafficked in the US every year
4. It leads you to the EYES WIDE OPEN website . 213
SHOE INSTALLATION In this scenario a prospective user of the campaign stumbles upon the art installation in Union Square. The copious amount of shoes sparks curiosity and they learn that each of the shoes represent a victim of human trafficking in the city. Inspired and motivated to learn more, they use their smart phone to scan the QR code and are taken to the www.EyesWideOpen.com web page. On the web page the user has the opportunity to donate to the cause so more installations can take place and a curriculum can be funded.
OUR SOLUTION: EYES WIDE OPEN INSPIRE
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Social Impact, Social Media, Social Good
215
EYES WIDE OPEN: DONATION THE WEBSITE
The Website serves as the main communicative portal for our initiative. Links to more information, blog posts about current events, and tools to prevent human trafficking are available on our site. Our two main goals for this website are continuous education and involvement once people are active in our organization. We aim to keep people involved, inspired, and informed about our campaign so they can tell others about the work being done to reduce the reality of human trafficking.
OUR SOLUTION: EYES WIDE OPEN INSPIRE
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Social Impact, Social Media, Social Good
217
THE DONATION Donations from people who are effected in some way by our campaigns are vital to the future of this project. The money collected is used to produce and implement the curriculum. Our main goal is to be transparent so users know where their money is going. We believe that anyone donating has a right to know where their money is going and how exactly it is being spent. When a person is more deeply involved in the donation process, they are more inclined to donate again when they see the positive effects their donation helped to make.
OUR SOLUTION: EYES WIDE OPEN INSPIRE
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Social Impact, Social Media, Social Good
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OUR SOLUTION: EYES WIDE OPEN INSPIRE
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Social Impact, Social Media, Social Good
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DONATION LEVELS As a token of our appreciation for our donors believing in us and our cause we entend to gift our donors with in house designed gifts. There are different gifts for various levels of donation.: $5: buttons and post cards $10: tshirt $25: price tag necklace $35: tote/ bag $50: “traffick Jam� game $100: thank you note from one of the girls who participated in the workshop.
EYES
WIDE
OPEN
OUR SOLUTION: EYES WIDE OPEN
AWARENESS CAMPAIGN DONATION GIFT CURRICULUM
INSPIRE
222 Week 1
Week 2
Week 3
Week 4
Week 5
STUDENT FOLLOW UP DONATION FOLLOW UP
Social Impact, Social Media, Social Good
Week 6
Week 7
CURRICULUM KIT 223
EXPLANATION BOOKLET 4 WEEKS LATER
OUR SOLUTION: EYES WIDE OPEN INSPIRE
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CURRICULUM The majority of the money donated will go to producing the curriculum and the process of finding and hiring a trained professional. The people teaching the curriculum are professionals that are well versed in these matters. Each workshop administrator will receive a kit that will contain literature, supplemental materials and DVD’s that will aid in the education of the participants. Social Impact, Social Media, Social Good
2 25
EYES WIDE OPEN: CURRICULUM BOOKLET
INSPIRE
228 OUR SOLUTION: EYES WIDE OPEN
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STUDENT FOLLOW UP In this final phase of our curriculum, students will meet four weeks later to recap on any replies they received from the victims they were in contact with. Additionally, we will discuss how students have taken the initiative to monitor their online profiles and behaviors in person. Providing students with time to understand how the class is pertinent to them will hopefully prove beneficial in this course and will give victims time to reply to the emails sent earlier in the semester.
EYES
WIDE
OPEN
OUR SOLUTION: EYES WIDE OPEN
AWARENESS CAMPAIGN DONATION GIFT CURRICULUM
INSPIRE
230 Week 1
Week 2
Week 3
Week 4
Week 5
STUDENT FOLLOW UP DONATION FOLLOW UP
Social Impact, Social Media, Social Good
Week 6
Week 7
231
DONATION TRACKER The donation tracker is designed to increase transparency of our company; this is something that we feel was missing in other charitable organizations. When someone donates money they will be able to see where exactly their donation is being implemented.
OUR SOLUTION: EYES WIDE OPEN INSPIRE
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Social Impact, Social Media, Social Good
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What happens when it’s over?
LOOKIING AHEAD
THE FUTURE OF EYES WIDE OPEN
INSPIRE
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Where are these girls now? Social Impact, Social Media, Social Good
235
LOOKIING AHEAD INSPIRE
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Social Impact, Social Media, Social Good
Did we meet our design criteria?
PROVOKE HUMAN EMOTIONS USE DONATION INCENTIVES FOR THOSE WHO CAN’T IMMEDIATELY IDENTIFY WITH THE DEEPER ISSUE ADDRESS AS LARGE A DEMOGRAPHIC AS POSSIBLE TRANSPARENCY IN THE DONATION PROCESS SELF INVOLVED COMMUNITY PROGRAM THAT ENCOURAGES PARTICIPATION ADDRESS ROOT OF THE PROBLEM INFORMATION AND FOLLOW-UP FOCUSED
2 37
LOOKIING AHEAD INSPIRE
238
Social Impact, Social Media, Social Good
What’s the future of Eyes Wide Open?
1-3 YEAR PLAN In the future, Eyes Wide Open aims to include both boys and girls in the curriculum in order to broaden the reach of the program and help further our progress in the re-abolishment of slavery. We hope to maintain relationships and form new relationships with schools around the country in order to implement our curriculum for at least one semester at each. With at least one person at each school supporting our initiative, our chances of successfully preventing sex trafficking will increase significantly. Further, with more awareness campaigns bringing in donations, our curriculum will be able to expand on a larger scale across the country once schools see how the program has become a vital tool in students’ personal development in other schools. Continuous growth and development of our program could act as a model for other groups to work together to fight human trafficking.
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Yes, you guessed correctly, the journey has come to an end.
IMAGE RESOURCES Page 28: Page 66: Page 71: Page 72: Page 74: Page 81: Journey Page 82: Top Page 82: Bottom Page 85: Stop Page 86: Left Page 86: Right Page 89: Sweden Page 91: Sweden Page 93: Not for Sale Page 94: Fast for Freedom Page 97: Page 98: Page 101: Page 102: Page 103: Page 105: Left Page 105: Right Page 106: Page 114: Page 159: Page 160: Page 164: Page 167: Page 168: Page 176: Page 200: Page 228:
http://www.flickr.com http://www.flickr.com http://www.flickr.com http://www.flickr.com http://www.flickr.com http://www.ungift.org/ungift/en/stories/journey.html http://mgjack.wordpress.com/2009/10/10/unite-against-human-trafficking/ http://www.life.com/image/76983522 http://www.thebodyshop-usa.com/sex-trafficking-stories.aspx http://www.thebodyshop-usa.com/sex-trafficking-stories.aspx http://www.thebodyshop-usa.com/sex-trafficking-stories.aspx http://www.moakarlberg.com/ http://www.moakarlberg.com/ http://www.notforsalecampaign.org/ http://www.notforsalecampaign.org/ http://www.fivedaysforfreedom.com/#what_freedom http://www.fivedaysforfreedom.com/#what_freedom http://demiandashton.org/ http://demiandashton.org/action/ashton-calls-out-sex-trafficking-killers-premiere http://demiandashton.org/ http://123nonstop.com/pictures/Lilja_4-ever http://www.listal.com/viewimage/437242 http://www.flixster.com/photos/lilya-4ever-5913019 http://www.corbis.com http://photobucket.com http://photobucket.com http://photobucket.com http://photobucket.com http://photobucket.com http://www.flickr.com http://www.flickr.com http://www.corbis.com