DESIGN PROJECT TWO
CONTEXT
DESIGN PROJECT TWO INFORMATION SYSTEMS
MANAGEMENT
ENVIRONMENT
EMPOWERMENT AWARENESS WOMEN
DISPOSAL
REPRODUCTION
HYGIENE
MENSTRUATION
WELLNESS
BEHAVIOUR
HEALTH CONTEXT
DESIGN PROJECT TWO INFORMATION SYSTEMS
UGER MEDIUM
RESEARCH BRANDING
PACKAGING
SOCIAL COMMUNICATION GRAPHIC DESIGN
STRATEGY
PGDPD GD12 PROJECT TWO
UGER PROJECT
SHIVI PAL
PGDPD GD12 PROJECT TWO
HEALTH
UGER
BRAND
SOCIAL
SHIVI PAL
PGDPD GD12 PROJECT TWO
AWARENESS
AVAILABILITY
MENSTRUATION
UGER
ACTION
MINDSETS
MANAGEMENT
Alternative product • Behaviour change • Informed choice
SHIVI PAL
UGER PROCESS
PGDPD GD12 PROJECT TWO
PROPOSAL MAKING RESEARCHING ANALYSING SYNTHESIZING DEVELOPING EXECUTING EVALUATING
PROCESS
SHIVI PAL
PROPOSAL MAKING RESEARCHING ANALYSING SYNTHESIZING DEVELOPING EXECUTING EVALUATING
PROCESS
PGDPD GD12 PROJECT TWO
PROJECT DETAILS TITLE Making UGER acceptable for the urban women BRAND Uger SECTOR Health and hygiene PRODUCT Washable cloth menstrual pads CREATOR Lakshmi Murthy ORGANIZATION Vikalp Design, Udaipur Jatan Sansthan, Udaipur
SHIVI PAL
PROPOSAL MAKING RESEARCHING ANALYSING SYNTHESIZING DEVELOPING EXECUTING EVALUATING
PROCESS
PGDPD GD12 PROJECT TWO
RESEARCH
PRODUCT
USER
SPACE
SHIVI PAL
PGDPD GD12 PROJECT TWO
METHODS AND TOOLS
PRIMARY
+
SECONDARY
Field work / Visits
Literature study
Transect Walks
Publications
Seminars, Surveys
Case studies
Interviews, Discussions
Reports, News
Observation
Internet
Visual Elicitation
Videos
SHIVI PAL
PGDPD GD12 PROJECT TWO
ORGANIZATION PERI-URBAN/SLUMS
WOMEN
INSTITUTES
PRIMARY RESEARCH
MOTHERS
EXPERTS/TEACHERS
STUDENTS
GYNECOLOGIST
SHIVI PAL
PGDPD GD12 PROJECT TWO
MENSTRUATION COMPETITION
REPORTS
EXISTING WORK
SECONDARY RESEARCH
GOVERNMENT
NEWS
PUBLICATIONS
BRANDING
SHIVI PAL
BRAND AUDIT
PGDPD GD12 PROJECT TWO
NATURAL DESIGN
MAN-MADE DESIGN
CAUSE
PEOPLE
Endocrine system Pituitary gland Growth hormones Adolescenece Puberty Menstruation
Emotions Myths Perception Culture Society Lifestyle Behaviour Communication
10 - 16 years of age
PLACES
Space Toilets/Rooms Location Accessible Safety Hygiene User-friendly Facility Purchase to disposal
EXCRETION Mix of semi-solid and liquid Menstrual blood from vagina
CYCLE Menstrual phase Follicular phase Ovulation phase Luteal phase
4-6 days every month when not pregnant
Menopause
45 - 55 years of age
MANAGE
PRODUCTS Global history Indian context
INTERNAL Tampons Menstrual cup
EXTERNAL Cloth Time-piece Disposable sanitary napkin Reusable cloth pads
SHIVI PAL
PGDPD GD12 PROJECT TWO
PROVIDERS Stakeholders Facilitators
PARTICIPANTS People Workers
PRODUCT Personality Promise
PLACE Physical space Target
PRODUCTION Process Distribution
PROMOTION Marketing Price
PATTERN Usage Management
SHIVI PAL
PROVIDERS Jatan Sansthan + Vikalp Design Surakshit Mahawari Abhiyan Jatan - Labor Heath Centre - 2011 UGER - Luxury bags/Handicrafts Lakshmi Murthy - 2012 Fabric pad initiative - Breaking the NGO norm - Activism, revolutionary - Breaking silence, menstrual awareness - Bridge the gap in the area of design of reusable menstrual product management
PARTICIPANTS Self Help Group Women from Ramnagar and Meeranagar Mamta Seingar Empowerment Training Stitching Banking Business management Solidarity
PRODUCTION COTTON Agriculture Cultivation, harvesting, washing Transport to weaving huts Shops - distributor Purchased by UGER - retailer CENTRE Thaans/cotton bales made to pads - Training - Learning - Measuring I metre of cloth - 14 pads, 16 potlis, 20 liners - Cutting Production rate - 10 pads a day - Stitching Packaging - Stacked in potlis Consumer buys from centre or outlets
PRODUCT
Udaipur
Reusable Washable Cotton cloth pads
Rural Semi-urban Urban
Environment Health Economy Empowerment
18+ Women
UGER - a new beginning
PROMOTION AWARENESS Seminars - schools, colleges Events Clubs, Banks, CSR Media - print and digital AVAILABILITY UGER Centre Stores - People tree, Aavaran, Saadhna Social media - website, facebook PRICE Above 40 and below 150
PLACE
PATTERN Variants available Instructions on how to use, wear, store, dispose Reused/washable - 3/4 bucket of water to soak - running water to wash - washing machines Duration - 4 to 6 months Bio-degradable - thrown in open (3 months in sunlight) - buried (6 months) - burnt (releases non-harmful gases)
Images from top left to bottom right: 1 | UGER centre 2 | Training and learning 3 | Measuring and cutting 4 | Stitching 5 | Packaging 5 | Drying
PGDPD GD12 PROJECT TWO
+ ve
BRAND SUSTAINABILITY ASSESSMENT
- ve
SHIVI PAL
PROVIDERS Jatan Sansthan + Vikalp Design Surakshit Mahawari Abhiyan Jatan - Labor Heath Centre - 2011 UGER - Luxury bags/Handicrafts Lakshmi Murthy - 2012 Fabric pad initiative - Breaking the NGO norm - Activism, revolutionary - Breaking silence, menstrual awareness - Bridge the gap in the area of design of reusable menstrual product management
PARTICIPANTS Self Help Group Women from Ramnagar and Meeranagar Mamta Seingar Empowerment Training Stitching Banking Business management Solidarity
PRODUCTION COTTON Beneficial to farmers Agriculture Cultivation, harvesting, washing Transport to weaving huts Shops - distributor Purchased by UGER - retailer CENTRE Thaans/cotton bales made to pads - Training - Learning - Measuring I metre of cloth - 14 pads, 16 potlis, 20 liners - Cutting Production rate - 10 pads a day - Stitching Packaging - Stacked in potlis Consumer buys from centre or outlets
PRODUCT
Udaipur
Reusable Washable Cotton cloth pads
Rural Semi-urban Urban
Environment Health Economy Empowerment
18+ Women
UGER - a new beginning
PROMOTION AWARENESS Seminars - schools, colleges Events Clubs, Banks, CSR Media - print and digital AVAILABILITY UGER Centre Stores - People tree, Aavaran, Saadhna Social media - website, facebook PRICE Above 40 and below 120
PLACE
PATTERN Variants available Instructions on how to use, wear, store, dispose Reused Washable - 3/4 bucket of water to soak - running water to wash - washing machines Duration - 4 to 6 months Bio-degradable - thrown in open (3 months in sunlight) - burried (6 months) - burnt (releases non-harmful gases)
PROVIDERS
PARTICIPANTS Self Help Group Women from Ramnagar and Meeranagar
Jatan Sansthan + Vikalp Design Surakshit Mahawari Abhiyan Jatan - Labor Heath Centre - 2011 UGER - Luxury bags/Handicrafts Lakshmi Murthy - 2012 Fabric pad initiative
Mamta Seingar
- Breaking the NGO norm - Activism, revolutionary - Breaking silence, menstrual awareness - Bridge the gap in the area of design of reusable menstrual product management
Empowerment Training Stitching Banking Business management Solidarity
PRODUCTION COTTON Agriculture Cultivation, harvesting, washing Transport to weaving huts Shops - distributor Purchased by UGER - retailer
PRODUCT
CENTRE Thaans/cotton bales made to pads - Training - Learning - Measuring I metre of cloth - 14 pads, 16 potlis, 20 liners - Cutting Production rate - 10 pads a day - Stitching Packaging - Stacked in potlis Consumer buys from centre or outlets GATE 2
Rural Semi-urban Urban
Environment Health Economy Empowerment
18+ Women
UGER - a new beginning
PATTERN Variants available Instructions on how to use, wear, store, dispose
AWARENESS Seminars - schools, colleges Events Clubs, Banks, CSR Media - print and digital AVAILABILITY UGER Centre Stores - People tree, Aavaran, Saadhna Social media - website, facebook PRICE Above 40 and below 120
Udaipur
Reusable Washable Cotton cloth pads
PROMOTION
GATE 1 Pesticides, water, fuel Electricity Tools
PLACE
Water Detergent Stains Energy Microbial growth
Reused Washable - 3/4 bucket of water to soak - running water to wash - washing machines Duration - 4 to 6 months Bio-degradable - thrown in open (3 months in sunlight) - burried (6 months) - burnt (releases non-harmful gases)
PGDPD GD12 PROJECT TWO
BRAND COMMUNICATION
DIGITAL
SPACE
SHIVI PAL
1
3
2
1 | UGER identity 2 | Collaterals Folded instruction brochure in potli Leaflet/flier Poster and banners Event tent cards 3 | Packaging Potli Price tags
DIGITAL
1 1 | Websites 2 | Social network - facebook 3 | Blog 4 | PPT
2
3
4
SPACE
1
2
1 | Store outlet 2 | Seminars 3 | Event exhibitions
3
UGER BRANDING AND EXISTING COMMUNICATION ANALYSIS
IDENTITY
INFORMATION /PROMOTION
PRODUCT PACKAGING
1 | English 2 | Hindi
1 | Inside the potli Folded instruction brochure 2 | Leaflet/flier 3 | Poster and banners 4 | Event tent cards, tags 4 | Digital - Web, blog, social media, ppt
1 | Potli and thread 2 | Cloth pads inside 3 | Folded instruction brochure 4 | Price tag
Usually misread/misinterpreted (mainly in case of English)
Packaging for storing and disposal of such a product
Needs to be bilingual
No comprehensive free takeaway that works on awareness, memorability and prominence of both women health and brand
Inconsistency in appearance and application across other collaterals
Inconsistency in communication, content, overall branding
Presence with other logos
Language used; English to Hindi translations
Unclear identity stamped on the potli; logo and thread colour
Spelling errors
Product information on pack
Brand needs to be highlighted
Brochure size gets lost inside potli; information hierarchy required; dual purpose and interactive; bilingual to save time in separating potlis as per audience; no price mention
Philosophy behind sun and its 7 rays Colour palette for the brand Brand Tagline
Clear demarcation needed between - Organisation - Initiated campaign - Brand - Instructions Standardisation of design template, ppt’s, layout, elements , colours, illustrations, visuals, photography
Size, material and colour used and cost Better ways of packing that add value
Visibility of the pad’s fun print and colours for selection All components should look like members of the same family; Brand harmony
PERSONALITY
CONSISTENCY
B
B
UGER B SYSTEM
B VISIBILITY
B - brand requirement
BRAND STRATEGY
PGDPD GD12 PROJECT TWO
STRATEGY
EXPAND
EXIST
EMPOWER
Reach to Urban women in India Go International
Sell parallel to Whisper not in terms of competition but acceptance
Keep the women employed with a reliable job
SHIVI PAL
BRAND POSITIONING
PGDPD GD12 PROJECT TWO
UDAIPUR VISIT 1
EDUCATIONAL SEMINAR ON MENSTRUAL HEALTH AND AWARENESS AT A COLLEGE IN RAJSAMAND DISTRICT, UDAIPUR OBSERVATIONS AND OUTCOMES • • • • • • •
The girls were low on awareness and hesitant, nobody speaks to them openly about reproductive health, male presence made them uncomfortable. They were thinking a lot while filling the questionnaire. College girls dream pad consists of something that is pain and wash free. Women use mixed products - Cloth, time-piece, pads like Whisper or Stayfree. Problem in throwing pads, bad waste management, fear of identification, probably those using cloth have more time to wash. The need for a follow-up was felt after the seminar but the story ends when the pads are not sold. Problem of memorability is perceived. A print communication collateral given to the girls summarizing the seminar could be made which works during hasty sessions, time shortage and power failures.
SHIVI PAL
URBAN WOMEN AND RESPONSE
UGER
CLOTH
Tested
35+ category
Comfortable No rashes Cleans easily
Never heard UGER Try and spread it
Better Identity Rebranding Shape Leakage Travel Drying in monsoons Changing Carrying used ones Work Use UGER along with disposable
Cloth loyal Ideal for sensitive skin Ayurvedic Health check Habitual Pro - Religion Separate bucket Use dettol Recommend but not impose on girls due to lifestyle
DISPOSABLE
INTERNATIONAL
DOCTOR
Unaware Looks cute Try it once Works in emergency
Noticed similar brands but not used Believed in the idea but could not follow
Women do report with menstrual issues
Washing Never used Bigger pain Time Colour Stains Drying Visibility
Use tampons Menstrual cup is best
Students
Make it use and throw
Indians - patient, believer Foreigners
Gynecologist
Recommend natural cotton disposable brands where usual disposable ones are a problem Cloth has hygiene issues and needs to be sterilized
PGDPD GD12 PROJECT TWO
EXISTING WORK
INDIA
OTHER COUNTRIES
Menstrupedia – Friendly guide to healthy periods
Museum of Menstruation
TARSHI
Jani Sanitary Napkin - New Sense in Nuisance
The Puberty Project
One Girl
Period Campaign
The Purse Project
The Menstrual Man - A. Muruganantham
Breaking the Silence Project
‘Not just a piece of cloth’ by NGO Goonj
50 Cents. Period
SWaCH’s “Send it Back” Campaign
The Green Mama
Washlink
Women’s Environmental Network
The Girl Effect
Digital Apps Period tracker, Iperiod, Period diary, Kindara, Fertility friend
Because I am a Girl - Plan International
SHIVI PAL
PGDPD GD12 PROJECT TWO
GOVERNMENT The Ministry of Health and Family Welfare 1999
Total Sanitation Campaign or Nirmal Bharat Abhiyan initiated by Government of India.
2004
Incinerator for the safe disposal of sanitary waste installed by the Tamil Nadu government under the Total Sanitation Campaign.
2005
National Rural Health Mission, an Indian health program for improving health care delivery across rural India.
2006
Ministry of Women and Child Development formed. Integrated Child Development Services (ICDS) includes Adolescent Girls Scheme (AG)
2011
National Adolescent Reproductive and Sexual Health (ARSH) and Menstrual Hygiene Scheme launched by NRHM for promotion of menstrual hygiene among adolescent girls in the age group of 10-19 year in rural areas. The pilot is being implemented in 152 districts across 20 States in the country, wherein supply in 105 districts is through central procurement with quality assurance guidelines is through local Self Help Groups. Procurement of sanitary napkins, has to be done at a fixed price of Rs. 7.50/- per pack of six sanitary napkins. The sanitary napkins are provided under NRHM’s brand, ‘Freedays’. These napkins are being sold to adolescents girls at the rate of Rs. 6 per pack of six napkins by Accredited Social Health Activists (ASHAs). Napkin vending machine for Rs 2/- sponsored by UNICEF and Shri Cheema Foundation was setup at schools in the south.
2012
AG scheme, a component of ICDS renamed as Kishori Shakti Yojna. Free sanitary napkins for poor girl students from classes VI to XII in Delhi government schools under the Kishori Scheme. Exemption of VAT on sanitary napkins costing up to Rs 20 also been proposed.
2013 May
The Union Cabinet gave its approval for the launch of the much awaited National Urban Health Mission. National Health Mission now includes both NRHM and NUHM.
Aug
The Aurangabad Municipal Corporation (AMC) is planning to install sanitary napkin vending machines at strategic locations in the city, after training and promoting women self-help groups to make the hygiene product.
Nov
Jawaharlal Nehru University’s Gender Sensitization Committee Against Sexual Harassment (GSCASH) wants sanitary napkin dispensers on campus.
SHIVI PAL
PGDPD GD12 PROJECT TWO
CLOTH
TIME-PIECE
Goonj
UGER’S COMPETITION IN INDIA
DISPOSABLE SANITARY NAPKIN BRANDS
REUSABLE WASHABLE PADS Eco femme
SHIVI PAL
CLOTH
TIME-PIECE
Goonj NGO
Falanil + Foam Available locally
UGER’S COMPETITION IN INDIA
DISPOSABLE SANITARY NAPKIN BRANDS Made by Multinational Companies MNC’s Government Jayshree Industries + NGO’s Natural Organic disposable brands
REUSABLE WASHABLE PADS Ecofemme brand Auroville, Tamil Nadu
CLOTH Clean, soft, comfortable Prevents deseases Better designed than cloth Available in variants Wings to assure stability Durable and cost-effective Empowerment and employment Pro-religion and society Familiar and habitual
TIME-PIECE Reusable and easily washable Healthier and safer White cloth - discharge colour identification
ADVANTAGES OVER OTHERS DISPOSABLE Manageable production + execution Chemicals, synthetics, rayon, latex, superabsorbents, chlorine, dioxin , and plastic free No health threats User-friendly Hypoallergenic/irritation free Frangrance free Kind to environment Wood-fluff pulp free Bio-degradable Affordable and accessible Emergency time
ECOFEMME WASHABLE PADS Indian in essence Wider reach and acceptance Amalgamation of Traditional and modern Handmade with love and care Pure 100% natural breathable cotton Eco-friendly packaging Portable and easy to store Pocket-friendly Stylish and fun colour patterns Cheaper Responsible eco-positive choice Celebrating female beauty, dignity, solidarity
PROPOSAL MAKING RESEARCHING ANALYSING SYNTHESIZING DEVELOPING EXECUTING EVALUATING
PROCESS
PGDPD GD12 PROJECT TWO
OPPORTUNITY MAPPING AND DESIGN INTERVENTION
PRODUCT
COMMUNICATION
It works differently in rural, semi-urban and urban context. It is working to make its mark in the rural/semi-urban areas and wishes to extend in the urban areas as well.
Communication print material needs to be improvised as in cases where pads are not bought immediately, this helps in creating awareness of both health and brand after seminars.
Intervention Designing a system that works for all with little iterations.
Intervention - Redesign the existing ones. - Create a take away booklet to solve this problem.
The product in itself requires enhancement as most women desire use and throw mechanism instead of rewashing. Intervention Reusable-Disposable-Hybrid Making it work like a hybrid pad with a standard base and changeable inserts.
Re-branding to make the identity better. Packaging not only for selling the product but even for storage and disposal. Intervention - Working on the brand with a fresh perspective for competing in the urban market. - Redesigning the identity, Packaging and all required collaterals, brand manual, website etc.)
PROMOTION Awareness about the benefits of using ‘UGER’. Intervention Exhibition/Installations for spreading the message Strategies for making it available to the audience. Intervention - Identifying a channel for selling this product. - Design the retail space. - Promote on different forums.
SPACE/SYSTEMS Waste Management in India Intervention Creating a system design Women - friendly space design Intervention Work on a solution oriented approach like vending machines
SHIVI PAL
PGDPD GD12 PROJECT RESEARCH TWO
TARGET LEVELS
AUDIENCE
18+ Women PRIMARY 50% Strengthening the brand amongst those who have always used reusable and are currently also doing so SECONDARY 20% Roping in new people who want to go green and are looking for healthier ecofriendly products TERTIARY 30% High value custom made people who had problems with current product and want another option
AREA
WORK STRUCTURE Improvise the existing brand system Look at redesigning and repositioning till the product is being tested and finalized CITY CLASSIFICATION Three Tier / Z / C - Udaipur Two Tier / Y / B One Tier / X / A AREA HIERARCHY Semi or peri-urban Rural Urban
SHIVI PROCESS PAL
PGDPD GD12 PROJECT TWO
REDEFINING
DESIGN BRIEF Based on the primary requirement of a take away booklet, a system is proposed to design it in the context of the ‘UGER’ bag to make all components look like members of the same family. This will bring in consistency and beauty.
TASK AND DELIVERABLES Booklet with focus on the content, structure, layout and tone of voice as per the target audience. Modifying the Logo – create options with the existing brand philosophy, make it bilingual. Application of the identity – creating colour palette to be used across all collaterals. Packaging of the pads – orange cloth, zipper or orange thread that binds everything, logo and information on the bag. Product – making pads better and user-friendly, understand its advantages and working.
AUDIENCE 16+ women from the semi-urban and rural areas of Udaipur Applicable to other three tier cities
SHIVI PAL
PROPOSAL MAKING RESEARCHING ANALYSING SYNTHESIZING DEVELOPING EXECUTING EVALUATING
PROCESS
PGDPD GD12 PROJECT TWO
1 | TAKEAWAY
UGER DESIGN DELIVERABLES
2 | IDENTITY
3 | PRODUCT PACKAGING
SHIVI PAL
PGDPD GD12 PROJECT TWO
1 | TAKEAWAY
UGER DESIGN DELIVERABLES
Definition: A key fact, point, idea, message, reminder, works on memorability, learning typically one emerging post - discussion
SHIVI PAL
UDAIPUR VISIT 2
UGER TAG USED AT SEMINAR WITH THE HOME SCIENCE DEPARTMENT OF B.N COLLEGE, UDAIPUR
INTERACTION WITH GIRLS OF RAMNAGAR BASTI, UDAIPUR
OBSERVATIONS AND OUTCOMES • • • • • • •
The seminar tag designed increased the level of interest at the time of registration. The level of understanding is higher being in the city but girls were still shy in giving answers. Some girls anonymously asked about their queries after seminar and the need for a follow-up session was realized. Their teacher also advised the need of a print material better than the textbooks they possess. Something beyond anatomy and factual information. There is lot of layering amongst the girls and different samples were obtained. All the girls realized the importance of knowing about menstruation. The factors determining their choice of product include awareness, influence, tradition, affordability, disposal, comfort.
REACHING AUDIENCE THROUGH SEMINARS IN COLLEGES PRE SEMINAR
AT SEMINAR
POST SEMINAR
REASONS The colleges allow seminars as they create awareness about health and society majorly concerning women. Both girls and boys studying together are not open about such topics.
FORMAT FOLLOWED Both girls and boys are introduced to Jatan’s area of work. An overview of condition of women in India specially Udaipur is given in order to sensitize them. Child marriage, domestic violence, female feoticide, sex ratio are covered.
RESPONSE A positive buzz was felt and girls kept talking about it. Some of them even thanked the presenter as they have never been exposed to such topic so openly. Even the teachers realised the benefit.
In girls colleges mainly Home Science, teachers see seminars as a medium of teaching the girls openly which they are unable to do.
Girls have a separate session on menstrual health and in the case of girl’s colleges, the focus is more on the health than social issues.
It lowers down their burden as they also find it difficult to communicate.
TOPICS COVERED Introduction to Jatan Female body organs, Growth, Menstruation Products in use, Impact, Comparison UGER, Advantages, Instructions Breaking Silence
At times they want seminars to be very detailed with focus on anatomy which at times does not work as per the brand goals due to shortage of time and the storyline. OBSERVATIONS The students get curious when they don’t know the objective of the discussion.
METHODOLOGY Powerpoint Presentation, Case study, Visuals/ Video Verbal interaction, Humor, Anecdotes Question and answers, Form/Survey Showcase of product - exhibition
In the presence of banners and posters like in all girls colleges, the girls keep giggling amongst themselves. They attend it as told by teachers or just to be with friends.
OBSERVATIONS Silence prevails during the presentation as everyone is amused. The presenter tries to engage them and make them laugh.
Overall there is a sense of discomfort in the air for everyone.
Girls are shy and hesitant to answer even if they know the answer but slowly open up. They were thinking a lot while filling form and getting influenced by the peers, silently talking and sneaking. Male presence made them uncomfortable. Time extension made them restless.
BRAND COMMUNICATION Menstruation bracelet should be presented while taking the oath of breaking silence. Seminar registration tag created interest. Memorability, availability and contacting the brand was very difficult after the seminar. From the brand’s perspective, the story ended if the product did not sell after seminar. At times the seminars were conducted hastily and presentation could not be shown due to electricity failure. Maybe a communication takeaway could solve this perceived problem. The teacher interviewed suggested a print material which is not a replica of textbooks. More mature information beyond the anatomy and facts should be provided. Girls might giggle but want and must know about themselves more for future. During counselling also girls only ask about general problems as they fear of being misjudged if spoken about sexuality and relationships. OBSERVATIONS Silence amongst girls did break and they were discussing amongst themselves. They became more aware and motivated. Anonymous written questions revealed the concerns of the girls which required a follow-up.
WORKING CYCLE OF EACH SEMINAR
PRE SEMINAR
AT SEMINAR
POST SEMINAR
ANXIOUSNESS
AMUSEMENT
AWARENESS
SILENCE OF A TABOO
SILENCE OF INTEREST
SILENCE BROKEN
Curious and eager to know what will be discussed.
Attention towards the presentation and the presenter
Activity increases with awareness of health and product
Shyness, Restlessness and discomfort in the air
Silence observed due to engagement and interest in the topic
Silence is broken to an extent after session ends.
CYCLE REPEATS
Brand promotion becomes secondary and menstrual health awareness remains alive with the girls Only the cloth users or potential buyers would follow the brand A takeaway given to all girls should work as reminder of both health and brand. It would be useful where seminars suffer due to time constraints, management and electricity failures.
TARGETING 16+ GIRLS
Shweta
20 years Liberal and lucky
My dad and mom have always encouraged me to be open about it and speak up
18 years Down to earth
I do face problems during those days but its a part of every girl’s life
19 years Typically progressive
I get my freedom but you cant question certain norms and traditions set by your family
22 years Married student
Marriage leads to more complexity which nobody can understand
Pooja
22 years Gossip queen
My sisters guided me when I was worried about being the odd one out amongst my friends
Aarti
21 years Middle girl child
Interaction with males in the house on this topic is a big taboo
Rekha
18 years Coyly courgaeous
Grandmother’s recipe of cloth can be traditional but habitual too
17 years Slow and steady
My science teacher said that you can read about this at home
Manorita
20 years Multi-tasker
I study, earn, manage household chores but not on those special days
Shalu
16 years Bindaas girl
After menstruation I was not sent to school but want to be at pace with my friends
Dipali
Shradha
Juhina
Kaajal
Girls Persona | Scenario Ladder
BACKGROUND SIMILARITIES
MENSTRUATION INFLUENCES
PERSONALITY
DEMOGRAPHIC
PROFILING
EDUCATION SIMILARITIES
DEMOGRAPHIC PROFILING
LIFESTYLE
AWARENESS
INFLUENCES
16+ Girls | Udaipur
BACKGROUND ECONOMY Middle class and Lower middle class 3000 and above Careful at expenses Spend judiciously Not so lavish or extravagant Dependent/ Report parents/Inform FAMILY STRUCTURE Nuclear to Large joint families Conservative Restrictive Overprotective Hypocritical HOUSES No separate room Share with siblings Lack of personal space and time Common toilets Electricity cuts T.V and Radio Water conservation TRANSPORT Scooty Cycle Shared Autos Buses INFLUENCES Victim of circumstances Caste Poverty Literacy Religion Society Culture and traditions Family Parents Belief system, awareness, authority Follow as told by mother and sisters Friends/Peers (May not be able to enforce) Doctor and medical advice
PERSONALITY APPEARANCE/TRAITS Feminine Simple Homely Shy , docile, timid, coy Reserved/introvert Take time to open up Conscious of looks Being noticed and male presence Lacks confidence Unassertive/Submissive Indecisive (Thinking/Sneaking) Hesitant in speaking Giggly Laugh at ones who are bold to speak Secretive Fears being misjudged + identification Not open about sexuality and relationships Hidden desires Food like chaat and chocolates Dress in jeans and skirts Dating (hidden from parents) CLOTHES/JEWELLERY Traditional Ethnic dresses Covered (specially while driving) Salwar suits Dupatta Jeans and tops Earings (small) Rings Purse AWARENESS Low on awareness Not much exposure Health - less conscious Ecology - Non observant, dustbins in colleges waste management
EDUCATION RECORD Dropouts Correspondence Govt. schools Less in convents Bachelors and Masters Girls colleges preferred - Parent guard Education as a merit for marriage SUBJECTS Home Science Sociology Commerce WORK Mostly get married after college Less likely to work after marriage Govt. jobs Teachers Banks 9 to 5 scenario No late nights LANGUAGE Mewari - Native language, spoken at home Hindi - Read ,Write, Speak English - basic level reading and writing, not spoken fluently, mix hindi and english READING Can read, comprehend but shy in communicating Mostly academic books Less time for studying itself Read newspapers - female supplements Magazines - household/women Jokes Storybooks Light readers
LIFESTYLE ROUTINE Balancing act Generally back from college by 2 Household chores Baby sitting Cooking Studying FOOD Home food Desire chocolates, street food SHOPPING Mostly with sister and mom specially Undergarments and sanitary napkins SOCIAL LIFE Go out less with friends Not very large friends circle Mostly girls Less interaction with males (hidden) MARRIAGE 20 - 25 years of age Caste ENTERTAINMENT T.V. - mostly with family Regular family shows F.M. - Listen to songs Movies - Rare in malls Mobile phones - do possess SMS, less calling and Internet Internet - cyber cafe and college library If at home then mainly games and surfing for projects Less have email ids and on social sites Net usage is generally less No high end gadgets and tech savvy INTERESTS Playing - siblings or close friends More indoor than outdoor games Cooking Dancing
MENSTRUATION CODES Period Menses Chums Being Down Time-period MC (Menstrual cycle) Maasik Mahawari Hapadna aa jana AGE 11-16 EMOTIONS Doesn’t come outDiscomfort, fear, anxiety Comes out - mild disgust, hassle, embarrassment, fear of identification, laughter (others), pain, other physical problems Over - Relief , joy SOURCE Females are biggest confidants Mother Sister Bhabhi Friends Teacher Publications COMMUNICATION Taboo Silence maintained Conservative outlook Hesitation Less interaction Shared amongst females Not much in detail and openly Better listeners than talkers
PRODUCT Follow what is used in family Passed from mother’s experience Unaware of tampons and cups Cloth and time-piece Sanitary napkins Brand choice is based on comfort, word of mouth, T.V Product not suitable at times
BELIEF Follow family traditions No system of questioning Believe what is told Way of living Religious Scientific Superstitious Blind faith
USAGE Less likely to change pad outside Back from college by 2pm Storage- wrapped in paper, polythene Hidden in cupboards Washing /drying of lcloth separate buckets, dettol at times Disposal - throw in dustbins, open land burry or burn cloth
No kitchen entry /cooking Touching utensils Entry in worship area Eating pickle Sleep on a separate jute sheet Bathing General isolation Impurity and omen
PROBLEMS Menstrual problems exist Going to doctor Delay and company Product related issues User and Eco-friendly Health Environment
KNOWLEDGE Not much in schools NGO’s working on awareness Colleges differ in structure, staff and quality but menstruation is not easy to discuss Not open with teacher/councillor Girls even those studying home science take time to open up They feel that as you grow, knowledge also increases Experiencing adolescence over the years More aware today but never realised the need to confirm Heard about medicines to delay periods Very few record their monthly cycle
AWARENESS MATERIAL What they already know needs to be strengthened Confirm the existing knowledge and correctly give for future Authentic sources Can check repeatedly Print media works as the girls are not very tech savvy It should be more for personal use as the girls would probably read it when alone in her room while studying. Can be a part of her lifestyle with some additional usage rather than just read and throw. It should be less provocative both in visuals and titles (cover) as identification by family members (male) will make her conscious. Simple, easy to understand language to be used. Tone of voice styles can include Like the dailies (newspapers) Spoken amongst girls - coded Narrative like a story Sutradhar/Characters like elder sister Conversation/Dialogues Question & Answer FAQ’s/Did You Know Technical Informative Progressive Positive Comforting Guiding
TAKEAWAY PRINT
MERCHANDISE
Booklet Brochure Leaflet Calendar Planner Diary
Menstruation Bracelet Keychain Pen; orange; scroll up Iron tablet pack Tattoo Ring Pad shape spectacles T-shirt
DESIGN CRITERIA
BRAND + AUDIENCE Complimentary - Free and willingly picked or given to people Flexible - Used independently for awareness and inside potli, bilingual, girl’s courses Comprehensive - Both in content and scope Brief and concise - Get a quick overview, balance of text and visuals Prominent - Sized as per potli yet visible Additional/multipurpose - More than just information, brand connectivity Handy - Easy to use and keep Apprehensible - Easily read and understood Interactive and catalytic- Interests the audience and promotes change Fabricable and Cost-effective - Printing, manual labour, dissemination
TAKEAWAY IN PRINT
Print option chosen as it confirms the design criteria. Merchandise can work as a secondary option.
CONTEXT
CONTENT
CONTAINER
Menstrual health and hygiene Surakshit Mahawari Abhiyaan Breaking Silence UGER
Communication, concerns, connect Information architecture Tone of Voice Textual and visual
Physical formats Structure and layout
TARGET AUDIENCE AND CONTENT INSIDE THE TAKEAWAY
STAGES OF A 16+ GIRL’S LIFE WHERE SHE GETS ACQUAINTED WITH BODY AND MENSTRUATION
ANALYSING HER LEVEL OF AWARENESS AND THE ASPECTS OF CONTENT GENERATION
Parents teach kids about general body parts and use different words for excretion
Has a basic information about Menstruation already acquired from school and family in the past
Usually mothers or elder sister tells about menstruation on hitting puberty
Been through puberty and faces menses every month
Taught about human body in school Primary class - body parts but not reproductive organs Class 8 - Reproduction System Class 10 - At more mature level Class 11 + 12 - If Biology subject is taken
Strengthen her existing knowledge Provide her more clarity Pass on correct information Caters to curiosity levels Beyond anatomy and factual information Not a replica of existing books Interesting and interactive Holistic content to be generated
16+ GIRLS
College - Home science student / Doctor Other sources - Magazines, books, T.V., internet Sister sibling Friend Gynecologist Intercourse Marriage Pregnancy Girl child Menopause
Should know more about menstruation related practices and issues for the future Mature information to be given UGER to be highlighted
CONTENT
Based on the content flow followed during seminars, publications, internet, research and suggestions
FRAMEWORK Physiology - Female body and its growth Reaching Puberty/Adolescence Menstruation Cycle and pattern Symptoms and problems Healthy practices and tips Products used during menstruation UGER and its usage Breaking prejudices - beauty of menstruation Menstruation and Sex/Pregnancy Menopause Scientific facts Terminology/Glossary Testimonials Contacts and credits
CONTAINER
CONCEPTS FOR PHYSICAL FORMATS WEAR UGER Seminar tag with interactive add ons CARRY UGER A carry bag opening into a pad inside HOLD UGER An enveloped purse opening into a calendar INTERACTIVE PLAY Chopad game opening as pad shape OPEN UP - BREAK SILENCE Story of a hidden world - Opening like a Udaipuri Kaavad Talking about what is inside your undergarment WOMEN SOLIDARITY Menstruation organ - V for Vagina shaped brochure COME OUT/ STAND OUT Bookmark brochure Keychain diary/dictionary Using cloth to convey UGER’s story and process - Cloth book
Carry Uger - Bag
Hold Uger - Purse
Open up - Talking about what is inside
Come out/Stand out - Bookmark brochure
Keychain diary/dictionary
Interactive = Chopad + Pad
Story of hidden world - Udaipuri Kaavad
V for Vagina/Menstruation organ
Cloth folded book
PGDPD GD12 PROJECT TWO
UGER DESIGN DELIVERABLES
2 | IDENTITY
SHIVI PAL
?
Tagline - Sharing a new beginning
Initiative
Start
Misread
Competition Tagline
REBRANDING
CONSTRAINTS
Process
Presence
Orange, Red, Green, Blue
COLOUR
Application Colour palette
Modification
Branding
Awareness Health
Appearance
Orange
Extension of NGO Jatan
BRIEF SYSTEM
Mewari
2011
HISTORY
EVOLUTION
IMPROVISATION Consistency
Design
MEANING
Fabric pad
Women
PHILOSOPHY
KEYWORDS
PROBLEMS
Phonetic
Taboo Empowerment
Solidarity
Beaking the norm
‘Aap Ugero’
UGER
New beginning
Bridge the gap
Revolutionary
Mewari
Sunrise
Handmade
Activism
Udaipur
Bilingual
Reusable Vikalp
Jatan
Eco-friendly
Retain sun
Existing philosophy Connection
Tagline
APPROACHES FOR IDENTITY REDESIGN ORIGIN Inspired from Udaipuri art PROCESS Handmade PRODUCT Beauty in being natural, traditional, scientific, progressive PHILOSOPHY Binding all women TYPOGRAPHY Bilingual Phonetics SCOPE Behaviour change Contemporary
PGDPD GD12 PROJECT TWO
UGER DESIGN DELIVERABLES
3 | PRODUCT PACKAGING
SHIVI PAL
EXISTING PACKAGING IMPROVISATION Cloth material is most apt Bear the rough and tear, eco-friendly, portable, storage Stands out as compared to other brands Identity on the material - just symbol not text Easy to store in cupboards without fearing identification Brand colour on material and thread Brand harmony Pocket attached outside - keep the takeaway Save it from getting lost inside and prominence Visibility of pad’s cloth prints and patterns Making selection more fun and easier (may be on the square pocket) Information on pack A detachable tag with price and other info Incorporating chain Adding durability and ease in handling Purse mechanism Segregate pads
SEMESTER JURY
EXPERIENCE AND LEARNING • There were many weak areas with regard to my research and understanding of the audience as pointed out by my guide. I need to rectify them at the earliest. • Project management needs to looked upon to complete the deliverables. • Talking about this topic has been difficult but a complete eye openor at a personal level. • Menstruation and its discussion is a mindset problem not only in rural and semi-urban areas as we believe but also amongst urban educated women and men. • My experience at Udaipur and interaction with Lakshmy Murthy ma’am has indeed sensitized me and at the same time question the worth of a designer.
JURY FEEDBACK • Its a sensitive project that needs to be tackled very carefully. • There are two clear approaches that can be taken for the project - In the first one design a brand system and go ahead with identity redesign with its extension across all collaterals. - In the second one just focus on the campaign - ‘Safe Menstruation for All’ + ‘Break the Silence’ and try promoting that aspect only. This can be done by creating identities for all (UGER, Safe Menstruation for All’ and ‘Break the Silence) and then applying them on awareness posters and brochures. • It would be challenging to combine branding with social communication. • At this stage, as a designer you are lost in the project doing it alone and need to see it objectively. • The impact can be seen only after its completion which should be done after thorough understanding.