INDIA IS THE LARGEST DEMOCRACY IN THE WORLD AND THE SECOND MOST POPULOUS COUNTRY WORLD’S LARGEST ILLITERATE POPULATION IS IN INDIA WORLD AVERAGE LITERACY RATE IN 2011 WAS 84% AND INDIA‘S 74 % MORE THAN 25 % ARE STILL ILLITERATE AT THIS PACE BY 2050 ALMOST 50% ILLITERATES IN THE WORLD WILL BE INDIANS UNESCO AIMS AT EDUCATION FOR ALL BY 2015 BUT WHAT IS INDIA’S AIM? DESPITE POLICIES AND EFFORTS THEIR IS NOT MUCH CHANGE EDUCATION IN INDIA IS A BIG QUESTION CAN DESIGN BE AN ANSWER .....???
PGDPD GD12 PROJECT ONE
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SHIVI PAL
Project initiated to analyse the scope of Graphic Design intervention for promoting Right to Education in India
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Right to Education Act in India Education is a basic child necessity Action against illiteracy, prejudices, inequality
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PGDPD GD12 PROJECT ONE
PROJECT PROCESS
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PGDPD GD12 PROJECT ONE
PROPOSAL MAKING RESEARCHING ANALYSING IDEATING DEVELOPING EXECUTING EVALUATING
PROCESS
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PROPOSAL MAKING RESEARCHING ANALYSING IDEATING DEVELOPING EXECUTING EVALUATING
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PROPOSAL
The topic ceased for my Project One focuses on RIGHT TO EDUCATION in India. It fits well in the category of ‘a problem’ as mentioned during our briefing session. Problems classification : • Perceived problem - thought on the basis of individual experience • Received problem - given as a part of the existing system • Anticipatory problem - future scope and requires intervention The best part is that RIGHT TO EDUCATION in India covers all the categories of problems and thus makes it even more challenging!
PROJECT PROPOSAL
PROCESS
PROPOSAL MAKING RESEARCHING ANALYSING IDEATING DEVELOPING EXECUTING EVALUATING
PROCESS
RESEARCH
RESEARCH
PRIMARY
+
SECONDARY
Field work / Visits
Literature
Interviews/Surveys
Internet
Discussions
Case studies
Observation
Reports
Visual Elicitation
News
PROCESS
RESEARCH
PRIMARY RESEARCH The primary research consists practical methods of data collection. As per my topic, there were various tools that could be selected for both qualitative and quantitative information. Field Research and Visits (In Delhi and Ahmedabad) • Government body - Education department • Schools - Private and Public • NGO’s - Working for the cause of education • Slums Interviews and Surveys • Experts from the field of Education • Education Perception of all - Students, teachers, parents, elders, street people • Psychologist Discussions Focus Interaction Observation - Participant and Environment Photo - elicitation Visual tests
PROCESS
RESEARCH
SCHOOLS TEACHERS
STUDENTS
GOVERNMENT
NGO
PRIMARY RESEARCH
PARENTS
SLUMS
PSYCHOLOGIST
PROCESS
RESEARCH
RIVERSIDE SCHOOL Airport Road
DIWAN BALLUBHAI Paldi
ST. KABIR Drive-in Road
KENDRIYA VIDYALAYA Vastrapur
MUNICIPAL SCHOOL Ellisbridge No. 16
CIE Board
Gujarat State Board
C.B.S.E (Private)
C.B.S.E (Central Govt.)
Gujarati State Board
Interaction Leader Teacher
Interaction Principal
Interaction Principal
Interaction Teacher
Interaction Principal
RTE is a breakthrough step taken by the govt. of India and all schools schools welcome this to bring equality amongst the growing generation.
RTE seems like a burden on private schools but if asked to implement then we will try to work towards teacher training.
We have been doing work in the field of free education and realize that RTE Act requires change of mindsets from the underprivileged section.
RTE is implemented in our school but it has policy problems. It talks only about rights and no duties.
RTE will bring positive change but needs funding and proper communication channel on the part of the government.
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RESEARCH
MINISTRY OF EDUCATION GOVERNMENT OF GUJARAT
CRY NGO
PSYCHOLOGIST Counsellor
Nodal Officer, SSA RTE will act as a catalyst for the Sarva Shiksha Abhiyan but needs suitable support from the central government to the states.
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We are doing our best to ensure the correct implementation of RTE as our philosophy is not to run a parallel government but pressurize the existing one who drafted this Act.
This Act is just a rational end product and does not focus on the means. The dynamics involving the parent, child and teacher in this scenario is highly complicated and will create gaps.
DELHI - EAST DELHI SLUM, SECTOR 9
SLUMS
AHMEDABAD - KOCHRAB GAON - GULBAI TEKRA
RESEARCH
FOCUS INTERACTION DISCUSSION VISUAL ELICITATION
Discussion with the girls below 15 yrs of age in East Delhi slum
Book reading and visual story telling session with the mothers of students enrolled under RTE Act at Riverside School, Ahmedabad under the Koshish programme
PROCESS
RESEARCH
SECONDARY RESEARCH The secondary research allowed me to understand my subject in depth. Literature Study • Glossary Knowing and differentiating each term from the realm of education • Gazette of India - RTE Act Becoming aware of the clauses/rules • Publications • Case studies Existing work in this field • Reports Digital Medium • Websites • Blogs • Videos News Updates about the status of the Act
PROCESS
RESEARCH
GLOSSARY
One of the initial tasks I undertook was of getting clarity on some important terms related to education and differentiate each one of them.
EDUCATION Shiksha/Padhai A form of learning in which knowledge, skills, and habits of a group of people are transferred through teaching, training, research. Generally, it occurs through any experience that has a formative effect on the way one thinks, feels, or acts.
PERCEIVE Dekhna/Samajhna To achieve understanding beyond seeing or hearing.
INFORMATION Jaankari/Soochna Knowledge on a specific topic acquired through experience or study.
THINKING Sochna/Vichar karna To exercise the mind and concentrate one’s thoughts on something. To decide by reason, reflection, pondering. To visualize and imagine.
COMMUNICATION Sanchaar/Sampark The exchange or transmission of thoughts, messages, information by speech, signals, writing, print and broadcasting.
GRAPHICACY Drishya dekhkar samajhna The ability to understand visuals and use maps, plans, symbols, etc.
INTELLECT Buddhi The capacity for knowledge and understanding of an individual. The ability to reason and think abstractly and profoundly on the acquired knowledge.
ORACY Bolna/Uccharan/Abhivyakt karna/ Bhaasha samjhna The capacity to express oneself in and understand speech.
RIGHTS Adhikaar Right refers to a legally, morally, or traditionally just claim. It’s a power, possession, privilege to which one has an established claim. Rights are legal, social, or ethical principles of freedom.
KNOWLEDGE Gyan/Vidya The sum or range of what has been perceived, discovered, or learned. LEARNING Seekhna/Jaanana/Yaad karna To acquire experience. The ability to comprehend (understand and grasp mentally) and memorize. UNDERSTANDING Samajhna To be able to grasp in depth.
WISDOM Buddhimaani The ability to utilize accumulated knowledge, experience, understanding, common sense, and insight to take good judgements and right action.
LITERACY Saaksharta Ability to read and write and think critically about the written word. Acquiring the skills of reading, writing, arithmetic and apply them to one’s day-to-day life. To identify, understand, interpret, create, communicate and compute, using printed and written materials associated with varying contexts
NUMERACY Gadnaa Able to think and express oneself effectively in quantitative terms. To enumerate and count.
PROCESS
RESEARCH
GAZETTE OF INDIA - RTE ACT The most essential work now was to learn about the RTE Act this project targets. The clauses of this Act and the details were studied for information architecture. It can be broadly divided into 7 sections • About, extent and commencement • Special provisions and training • Duty of government pertaining to area, finances, academics, discrimination, compulsory education • Role of schools in admissions, treatment, recognition, infrastructure • Teachers and their qualification, salary, terms and conditions, duties and ratio • Curriculum with evaluation and completion • Management and protection by School Management Committees and other bodies like NCPCR, SCPCR, REPA , National and State Advisory Councils.
PROCESS
MINDMAP Documenting all the information based on the understanding of the term RIGHT TO EDUCATION from various sources helped creating connections in a larger context. • RIGHT Its meaning Fundamental Rights in India Right to Education worldwide Prominence of RTE Act for India • TO Beneficiaries and stakeholders • EDUCATION Its meaning History in India Present setup Problems faced
EXISTING WORK
PROPOSAL MAKING RESEARCHING ANALYSING IDEATING DEVELOPING EXECUTING EVALUATING
PROCESS
ANALYSIS
Sorting out the information and thoughts collected from both primary and secondary research
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ANALYSIS
ANALYSIS 1 • Meaning and importance of Education • Condition of Education in India • Level of awareness about RTE
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ANALYSIS 2 Overview of the RTE Act
ANALYSIS
PROBLEMS
Implementation Quality Discrimination Corruption Communication Awareness Psychology Poverty Outcome
How will the Act reach the masses How will the School Management Committees inform the people in neighbourhood Communication between School - Teachers - Parents How will Economically Weaker Section people get to know and exercise this Act
Both Urban poor and city people don’t know much about the Act
Involves both the Parents and Children
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ANALYSIS
URBAN POOR PERSONAS AND SCENARIO BUILDING
Sample 1
Ignorant
- Illiterate - Son also illiterate - Stays at home - Son works in hotel - 12 yeas old - Never been sent to school - Ask others help for knowing - Wants her son to study - Child labour and Poverty
Sample 2
Sample 3
Ambitious
Fighter
Progressive
- Literate 17 yrs - Studies in Private school - Parents illiterate - Both brothers in AMC school - Wants to learn English - Never heard about RTE - Knows Gujarati and Hindi - Reads basic English - Works and pays his fees
- Semi-literate - Child marriage - 2 Grandchildren - Read about RTE - Rejected by private school - Hesitant to take action - Hopes for better education - Works hard for a living - Duty towards kids
- Semi-literate - Son enrolled under RTE - Learns English - Proud of her kid - Wants to bridge the gap - Optimistic - Can read but not write - Under confident - Doesn’t know about RTE
Sample 3
PROCESS
ANALYSIS
INTERVENTION
Communication
WHO
Urban Poor Parents and Children
WHAT
Provisions of the RTE Act
HOW
MEDIUM Personal and Direct Interactive Easy to handle and produce LANGUAGE Words Images Testing Culture Symbolism
WHY
Empower them to know and use their right
PROCESS
PROPOSAL MAKING RESEARCHING ANALYSING IDEATING DEVELOPING EXECUTING EVALUATING
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IDEATION
STRATEGY
INFORM
ENFORCE
ENROL
Reach the target group with the help of local authority
Ensure action by the people
Analyse the positive impact with the admission of students
PROCESS
IDEATION
APPROACH This initiative primarily aims at developing communication aid for the first level of the strategy i.e. INFORM. One of the most important design criteria is reaching the target audience and different executions can be tested for the same. Advertising • Campaign for digital, print and space design • T.V., radio, newspapers, bus stops etc. Interaction Design • Installations • Slum space design • Street shows Print Design • Calender • Booklet
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IDEATION
Advertising
Campaign photography This act is now a reality - Slum kids enacting a classroom scenario while playing at home, instead of ‘Ghar Ghar’ they play ‘Padh Padh’.
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Campaign on a bus stop
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IDEATION
Interaction Design
Installation photography Education is enlightenment
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IDEATION
Installation prototype Education is enlightenment A kid is holding an inverted book which can be placed on street lamps across slum area giving the impact of a book providing light to the person standing beneath.
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IDEATION
Print Design
Calendar cum information booklet Education on all days • • • •
During my research it was discovered that most houses have different types of calendars present on the walls. They are still followed by this audience and can become a source of information instead of visual imagery of gods, landscapes and paintings. The advantage of this one over the previous executions is that its personal and detailed. The act can be explained properly rather than just promoting education. Three concepts have been created which solve the purpose of awareness about the Act present in a calendar. They all are delivered and handled in interesting ways.
PROCESS
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Calendar booklet 1 Freedom from Ignorance A paper lock seal opens the booklet which can be divided into 12 months of the calendar along with visual and regional language textual information about RTE Act.
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IDEATION
Calendar booklet 2 Bridge the Distance A double sided calendar which can be divided into 6 months on each side along with visual and regional language textual information about RTE Act.
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IDEATION
Calendar booklet 3 Wake up Scroll The core message here is to wake up your kid to school instead of work. The toothbrush packed with a pencil along with a short comic strip makes this calendar more innovative ad has a lure value that makes the user accept and open it. The information flows on the scroll along with calendar details..
PROCESS
PROPOSAL MAKING RESEARCHING ANALYSING IDEATING DEVELOPING EXECUTING EVALUATING
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DEVELOPMENT
DEVELOPING CONTENT
TEXTUAL
VISUAL
Simplified
Direct
Structured
Basic
Understandable
Playful
Story making
Engaging
PROCESS
DEVELOPMENT
DEVELOPING INFORMATION Apart from the physical structure of the deliverable, the content that will adorn the surface also needs to be planned according to the target audience. Textual Content • Regional language • Simplified • Hierarchical • Storyline Visual Imagery • Direct • Basic • Playful • Engaging Based on the above, a visual test with certain important icons was conducted to know how the illiterate and semi-literate people react and answer. Explorations of the illustration style and the content division in the form of chapters was tried as one of the directions.
PROCESS
DEVELOPMENT
VISUAL TESTING Answers of the visual test conducted in the slums with illiterate and semiliterate people were surprising. CHAUKDI KITAB
GIRL BOY STUDYING
SUN FLOWER
FATHER SON BROTHERS
NAKSHA BHAARAT
CLASSROOM BOY SHOWING PICTURE
Most people misinterpreted ‘Free star burst’ as they don’t understand English. They even revealed that they depend on the shopkeeper to inform about a free products available in the market.
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DEVELOPMENT
Illustration Exploration Chapter/Section 1
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DEVELOPMENT
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PGDPD GD12 PROJECT ONE
SEMESTER TWO JURY FEEDBACK • Project has a lot of scope. • Besides ‘Informing’, the target should to even touch upon ‘Enforce’ and ‘Enrol’ as a part of your strategy. • Visit Shreyas Foundation and Ardane School. • It can actually create an impact with completion and proper dissemination.
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