BY YINYIN LIU
PrimeDelivery WWW.PRIMEDELIVERY.US YINYIN LIU
PrimeDelivery I MFA Thesis by Yinyin Liu
4
NOT EVERYONE HAS A CHILD
5
PrimeDelivery I MFA Thesis by Yinyin Liu
BUT EVERYONE HAS PARENTS (GRANDPARENTS)
6
7
PrimeDelivery I MFA Thesis by Yinyin Liu
8
OUR (GRAND) PARENTS TOOK CARE OF US WHEN WE COULD BARELY EAT
9
PrimeDelivery I MFA Thesis by Yinyin Liu
BARELY WALK
10
11
PrimeDelivery I MFA Thesis by Yinyin Liu
12
SO, WHO TAKES CARE OF THEM?
13
PrimeDelivery I MFA Thesis by Yinyin Liu
“
ABOUT 20% OF THE SENIORS IN SAN FRANCISCO FACE THE THREAT OF HUNGER. 1
—SFFOODBANK.ORG
14
”
The Problem I Senior Hunger in San Francisco
SENIOR HUNGER About 20% of the seniors in San Francisco face
from the community, and inflict excessive
the threat of hunger. Many of them find that after
burdens on the general health care system.
working hard all their lives, living on a small, fixed
Food insecurity remains a problem that
income presents impossible choices: Do I pay the
cuts across race, gender and age among San
rent, or buy food? Do I buy my medication, or buy
Franciscans. Seniors are a population that is at
food? Often they simply can’t afford all of their
high risk for hunger in San Francisco. With the
basic needs.2
substantial expansion of the senior population in the recent and coming years and escalating
The impact of not being able to access quality
health care costs in the U.S., the impetus to
and nutritious food spans beyond the palpable
be proactive in addressing senior hunger and,
effects on health, such as obesity and under-
thus, preventable health care utilization now
nutrition, as hunger can also lead to depression
and in the future, is both urgent and essential.3
for affected individuals, premature displacement
15
PrimeDelivery I MFA Thesis by Yinyin Liu
29,629 8,432 2,800
seniors are hungry
seniors are living at/below poverty line
20% 148,148
seniors are living in San Francisco4
16
seniors have been helped by meals on wheels program
The Problem I Senior Hunger in San Francisco
MEALS ON WHEELS ONLY SCRATCHES THE SURFACE Founded in 1970, Meals on Wheels San
The Meals on Wheels program apparently
Francisco is a local, independent non-profit
continues to need more donations to feed
organization supporting local seniors. While
seniors because of the huge gap between
Meals on Wheels is doing what they can,
the large demand and limited resources.
but they are resource challenged and need
Additionally, their focus has been on providing
help: San Francisco has total 148,148 seniors
food, and outreach programs like marketing
(2005-2009 American Community Survey
and communication have not been addressed.
5-Year Estimates), and 20% of these seniors
And although concerned people have often
face the threat of hunger, that is 29,629
heard about them, they don’t know where
seniors. In addition, 8432 seniors are living
to donate. Overall, the organization hasn’t
at or below poverty. So far only 2,800
pursued financial donations well and haven’t
homebound seniors have been helped by the
used the power of social media to get more
organization.5 Plus Meals on Wheels doesn’t
people involved. So, their current donation
get federal funding — its operating budget is
strategy has low visibility and limited reach,
raised from community partners — individuals,
as such it can be further developed to better
6
corporations, and foundations, so the current
meet the needs of their target market.
food rescue mission needs everyone engaged.
17
PrimeDelivery A MFA thesis project written and designed by Yinyin Liu yinyinliu.com Academy of Art University 79 New Montgomery St. San Francisco, CA 94105 For more detail information about the PrimeDelivery: PrimeDelivery.us ALL COPYRIGHTS reserved Š 2015 Yinyin Liu
CONTENTS
01 02 03 04
THE CONCEPT
20
PROJECT SUMMARY TARGET AUDIENCE CONCEPT DEVELOPMENT
26
RESEARCH INTERVIEW THE CAUSES DESIGN PROCESS
48
OGST BREAKDOWN MATERIAL MATRIX DESIGN EXPLORATION DESIGN SOLUTION
76
FINAL DELIVERABLES
19
PrimeDelivery I MFA Thesis by Yinyin Liu
20
21
22
01
WHAT IS PRIMEDELIVERY? THE CONCEPT
23
PrimeDelivery I MFA Thesis by Yinyin Liu
“
FOOD IS ONE ISSUE THAT CANNOT BE SOLVED PERSON BY PERSON — WE HAVE TO STAND TOGETHER. —JOSETTE SHEERAN The Executive Director of the United Nations World Food Program
24
”
LET’S SUMMARIZE. PrimeDelivery is a collaborative service-design project with the goal of raising consciousness about the senior hunger issue and making donating easy and accessible in people’s everyday lives. Hypothetically partnering with Meals on Wheels San Francisco program, the project consists of a series of traditional and nontraditional ad campaigns designed to grab people’s attention as well as motivate them to donate. The campaign will also cooperate with the food industry and be placed in supermarkets, convenient stores and restaurants, making donations will be as easy as the checkout counter at a supermarket. Each donation can be made to a specific district and be tracked. With consequences of their donation in the community and, in the spirit of friendly competition, people will start to talk about it and share with their friends about how many seniors they have helped feed in San Francisco. When everyone gets involved, it’s not just a campaign — it becomes a movement. The campaign will eventually be developed as city-to-city campaign national wide. To allow other cities’ residents and businesses to start to contribute to end the senior hunger. Hunger has long been an issue in our world, but together, we can start to work on this cause locally and lift our parents and grandparents out from the hunger.
25
PrimeDelivery I MFA Thesis by Yinyin Liu
WHO AM I TARGETING TO?
GROCERY SHOPPERS It’s a good place to remind people that seniors often face food insecurity, by placing traditional-posters and non-traditional campaigns — empty containers in supermarkets and convenient stores that allow shoppers to make a donation when they check out by purchasing our empty containers. RESTAURANT CUSTOMERS Many San Franciscans eat out almost daily, so why not give people the opportunities to donate in few convenient ways. We can partner with selected restaurants and make Meals on Wheels Special, and add the option to include a percentage from their customer orders to go to the Meals on Wheels delivery account. TOURISTS San Francisco has millions of tourists each year, so the campaign will also provide tourists an opportunity to give something back to the city that they enjoyed so much. I will design some Meals on Wheel souvenirs, and add the option to include a percentage from their customer orders to go to the Meals on Wheels delivery account.
26
27
02
HUNGER CAUSES + DESIGN OPPORTUNITIES CONCEPT DEVELOPMENT
29
PrimeDelivery I MFA Thesis by Yinyin Liu
RESEARCH Hunger has long been a world issue. Its causes are various. My aim is to identify the specific causes that lead to the senior citizens’ hunger problem that exists in San Francisco. Research is about finding out new things. Designing research involves knowing the theories and ideas that already exist — the experiments that have been conducted and the results have been obtained – and then moving forward to propose new theories and ideas, seeking to fill gaps in knowledge. In order to end hunger among the most vulnerable population in San Francisco, I read many annual reports from organizations such as SF Foodbank and Meals on Wheels of San Francisco, as well as other analyses about hunger.
30
31
PrimeDelivery I MFA Thesis by Yinyin Liu
32
Chapter Two I Concept Development
33
PrimeDelivery I MFA Thesis by Yinyin Liu
The research planning phase helped me to find out more about the causes of senior hunger in San Francisco. I found that the people struggling to put food on the table tend to be those with low incomes, those who are younger senior citizens, those from minority groups, and those who live alone. The results of my background research provided me with some insights into the matter and led me toward many potential solutions that might help to end senior hunger in San Francisco.
34
Chapter Two I Concept Development
35
PrimeDelivery I MFA Thesis by Yinyin Liu
INTERVIEWS In order to probe this subject further and to figure out the reasons behind the existence of the problem, I held a lunch party to discuss senior hunger with a varied group of people. The purpose of this activity was to gather together people of different ages and from various cultural backgrounds, and to allow them to provide their opinions on this topic. This approach also allowed me to step outside myself, finding a communication solution that engaged potential receivers of the message that I wanted to spread. Other people’s opinions and ideas, I hypothesized, might provide new angles in terms of looking at and thinking about the problem, or might even offer insights that could lead to a workable solution.
36
37
PrimeDelivery I MFA Thesis by Yinyin Liu
LUNCH PARTY: I arranged a lunch party at 660 California Street, where the food packing for the “Groceries for Seniors� program takes place. Shortly after I decided to use senior hunger as my thesis topic, I found this local, community-based, nonprofit organization, which provides free food to poor, elderly people in San Francisco, and I started to volunteer there. I decided to throw a lunch party where the employers and the volunteers could sit down together and talk about what they thought was causing senior hunger in San Francisco, and how they thought that this problem could be fixed.
38
Chapter Two I Concept Development
39
PrimeDelivery I MFA Thesis by Yinyin Liu
40
Chapter Two I Concept Development
41
PrimeDelivery I MFA Thesis by Yinyin Liu
There were three parts to the party: the warm up, discussion and conclusion. The overall atmosphere was very relaxed as the event was designed to get people involved quickly. I passed around some questionnaires that allowed people to write about their opinions. The most involving questions were: “Why does it matter that seniors are going hungry?” and “How well do our social services function?”
42
At the party, people took the floor one after another. These people had been working together and had known each other for quite a long time. However, they had never been given an opportunity to sit down and really talk about the problem that they were trying to fix. They were so happy that, finally, they had been given a chance to sit together and to have an open discussion about the senior hunger issue.
Chapter Two I Concept Development
43
PrimeDelivery I MFA Thesis by Yinyin Liu
WHEN I ASKED WHAT CAUSED SENIOR HUNGER IN SAN FRANCISCO, THEY SAID For some people who haven’t experienced it, they don’t understand it—and they won’t understand it unless it happens to them. But for those who say they don’t understand it, they really don’t care. They don’t. They just think people are poor because they are lazy.
I am a native San Franciscan— I’ve been living in the city for my whole life. I love the city, but I have to say San Francisco is very expensive to live in.
There always has a certain class of those people, who think other people don’t have stuff, because they are lazy. But they don’t take into account those who might have lost their job, and they might have had a pretty good job but end up with a serious disease. So they come from wealth but turn out to be very poor—it can happen pretty easy in a city like San Francisco, and in a bad economic time. A lot seniors do not have assess to the Internet, or they are stuck at home, or they don’t know how to access help programs. Many of these programs are Internet focused. This is definitely a senior outreach problem. 44
Chapter Two I Concept Development
I feel the community used to be much closer before— everyone knew each other. But now people are getting spread out, and I don’t even know the people next door. And as a senior myself, I don’t feel comfortable asking help from strangers. Well, I throw food away when it’s gone past the expiration date, because I mind my families’ health. That would happen mostly because I would buy more food when it’s on sale in the supermarket. I just can’t help putting things into my shopping cart.
I don’t want to be called a senior— I don’t need people’s sympathy. I am perfectly fine by myself most of the time. I do need helps at times for sure, but I just don’t feel comfortable when I burden other people.
We have large amount of immigrant seniors who need help, but they don’t even speak English. So, even when there are a lot of help programs out there, they don’t know about them or cannot ask for help.
45
PrimeDelivery I MFA Thesis by Yinyin Liu
THE CAUSES: Finding out the cause of senior hunger in San Francisco is the key starting point for me in terms of beginning to work out a design solution. According to the research and interviews that I have carried out, the main causes of senior hunger are as follows: 1) High Living Costs in San Francisco, 2) Senior Outreach Barriers, 3) Bad Food Distribution, and 4) Negative Social Attitudes.
46
“
HUNGER IS NOT AN ISSUE OF CHARITY. IT IS AN ISSUE OF JUSTICE.
—JACQUES DIOUF Food and Agricultural Organization Director-general
” 47
PrimeDelivery I I MFA PrimeDelivery MFAThesis ThesisbybyYinyin YinyinLiu Liu
48
Chapter Two I Concept Development
OPPORTUNITIES HIGH VISIBILITY Right now we barely see any ad campaigns around the city about the issue, so we need to let more people know this problem exists. MORE WAYS TO GIVE Meals on Wheels San Francisco has an ambitious mission, to end hunger among the city’s most vulnerable population. However, so far going to their website is the only way to make a donation. So, if people don’t know the organization, don’t know about their website, or don’t even think seniors suffer from food insecurity, without providing more ways to give, it will be really hard to achieve the goal. TRANSPARENCY People will always question where does their money go, and how their money is spent. This is a common problem of charities, so we need to allow financial transparency. SOCIAL MEDIA Social media is playing a more and more important role in people’s everyday lives. But organizations like Meals on Wheels haven’t taken advantage of the power of social media. We need to use the social media to motivate people and show them some kinds of appreciation through this widely using platform.
49
03
SOLVING THE PROBLEM BY DESIGN DESIGN PROCESS
51
PrimeDelivery I MFA Thesis by Yinyin Liu
“DESIGN IS THE C
VISUALIZING CO SOLUTIONS THAT NEEDS AND GOA CERTAIN CONST
—KIM GOODWIN 52
CRAFT OF ONCRETE T SERVE HUMAN ALS WITHIN TRAINTS.
”
53
PrimeDelivery I MFA Thesis by Yinyin Liu
54
Chapter Three I Design Process
55
PrimeDelivery I MFA Thesis by Yinyin Liu
THE CREATIVE APPROACH TO FIX THE PROBLEM AND CREATING IMPACT
O
OBJECTIVE: Feeding more hungry seniors
OBJECTIVE: One thing you need to make it happen
G
GOAL1: Increase numbers of partners’/supporters’ donations
GOAL: The accomplishments that satisfy the objective
S
STRATEGIES: The specific
STRATEGIES 1: Partner
STRATEGIES 2: Offer
TACTIC 1: Promotional materials
TACTIC 3: Top contributing
with more businesses: Shopper buys the partners’ special products (house-made/special order section/ souvenirs) and the manufacturers will send a contribution directly to the delivery account
partnership benefits: Let people know these business are contributing to help ending senior hunger, so they will more likely to choose partner’s business
plans to reach the goals
T
TACTICS: Bring the strategy to life
56
will be placed in the participating business stores/websites, so customers know they are supporting the cause
TACTIC 2: Get celebrities/
famous people involved to promote those special products
business will be listed on the Meals on Wheels website
Chapter Three I Design Process
GOAL2: Increase more individual donations
STRATEGIES 3: Special
STRATEGIES 4: Holiday
STRATEGIES 5: Transparency in
TACTIC 4: Promotional
TACTIC 6: Place Non-
TACTIC8: Allow donations go to
foodex sections in different vending machines: shopper can choose to buy the products from special section, an extra small amount of money will be charged and go to the delivery account
materials will be placed onto vending machines, so customers know they are paying a little extra to help feeding hungry seniors
TACTIC 5: Special products
have unique barcode for buyers to track donations to go to a willing destination
fund raising campaign: Make donation easy and accessible in people’s everyday life
traditional ad campaign (Empty containers) in supermarkets during holiday season (Thanks giving/ X-mas...)
TACTIC 7: Empty containers
are designed with unique barcode for buyers to track donations to go to a willing destination
donations: allowing donors to see their positive impact on the lives of others by contributing to the program
a desired district and allow donation tracking
TACTICS 9: Show signs of
appreciation to contributors (via social media)
TACTICS 10: Show live status of these donations on a regular basis
57
PrimeDelivery I MFA Thesis by Yinyin Liu
MATERIALS MATRIX: THE POTENTIAL DELIVERABLES AT A GLANCE
OVERALL BRANDING: Logo, letterhead, busniess card, flying logo
CASE STUDY VIDEO: The case study video will explain how this campaign is going to work, and what other cities can apply the campaign to end senior hunger nation wide.
58
Chapter Three I Design Process
NON-TRADITIONAL CAMPAIGN: Empty containers campaign will be placed in the Safeway during holiday season. The campaign will make donation easy and accessible: a shopper will make a donation directly to the delivery account by purchasing one of the empty containers.
WEBSITE:
Live status of daily donation + tracking system, general introduction about the program/ campaigns.
TRADITIONAL AD CAMPAIGN: Some physical products will be designed: posters, souvenirs, special order section on restaurants’ menu. 59
PrimeDelivery I MFA Thesis by Yinyin Liu
60
61
PrimeDelivery I MFA Thesis by Yinyin Liu
62
PRIMEDELIVERY NEEDS A LOGO A very important aspect of branding, a good logo will provide a brand with a lasting impact. The PrimeDelivery logo should combine the ideas of fast delivery and hot food. I tried, therefore, to create a simple logo that speaks on its own. LOGO CONCEPT: PrimeDelivery is a non-profit which provide home-deliver meals exclusively for the San Francisco’s home bound hungry seniors. The logo should combine the idea of fast, delivery and hot meals.
63
PrimeDelivery I MFA Thesis by Yinyin Liu
64
Chapter Three I Design Process
65
PrimeDelivery I MFA Thesis by Yinyin Liu
JARS AND JAR LABELS During holiday seasons, in participating supermarkets,
other hand, could potentially stand out a bit more. They
empty jars will be placed on a unique end cup display. The
have narrow mouths, however, and they have four sides
emptiness, it is hoped, will grab people’s attention. More
on which labels can be affixed, which might limit the
importantly, in these supermarkets, people will be able to
design layout.
make donations at the counter when they purchase one of our jars. I had to make a choice between using a Mason jar
66
After considering the advantages and disadvantages of both jars, I decided to use the Mason jars, taking in to consideration the fact that the campaign’s target
or a French square jar. They both have pros and cons.
audience would definitely include males. For this
The Mason jar has a bigger mouth width, which makes it
audience, usefulness is much more important than
easier for people to pull money out when it is necessary.
appearance. Besides this, the jar is a charity item, for
However, they look a little ordinary. French jars, on the
which a modest look will be suitable.
The mouth of the Mason jar allows hands to be inserted much more easily
The mouth of the French square jar is too narrow for the hand.
Designers make design decisions that have valid reasons that support their design choices. For example, we cannot choose the color green just because we like that color. There must be meaning behind that design decision. 67
PrimeDelivery I I MFA PrimeDelivery MFAThesis ThesisbybyYinyin YinyinLiu Liu
LABELS’ DESIGN EXPLORATIONS: The labels should explain clearly what PrimeDelivery is, what the empty jar is for, and how the purchase of the jar can help the charity. It should be possible to find donation tracking information on the label, too. For this reason, each jar will have a unique donation number, which people can use to send and track their donations.
68
Chapter Three I Design Process
Pr eliv er y Priim meD e Del li ver $
20
Put small changes into the jar. Take the jar to your local safeway when it’s full, make another donation to our delivery account.
Go to PrimeDelivery.org or scan the QR code. E nter the number below and choose a neighborhood you would like to support. I f not, your donation will simply be applied to all the neighborhoods we serve . With your purchase of this jar , you donated $20 dollars to the PrimeDelivery account, which helps San Francisco ’s hungry seniors. Limited run of 3000 jars of which is:
No. 1680
69
PrimeDelivery I MFA Thesis by Yinyin Liu
ICON DEVELOPMENT ICON USAGE: I have designed the icons for the PrimeDelivery website. They use two contrasting colors, white on green and red on white, or they can be seen on other color backgrounds from our brand color palette, as shown on the bottom and on the right.
Location
Best Practise
Proof of Effects
Cost/Donation
Transparency
Shopping/Store
Resterants
Partnership
Appreciation
Process
Direct Donation
Newsletters
70
SUPERMARKE T
71
PrimeDelivery I MFA Thesis by Yinyin Liu
DESIGN ORGANIZATION Designers often face situations in which they have multiple tasks to complete. Time management is thus an important skill to have. My thesis incorporates elements of several disciplines: Graphic Design, Motion Picture Television, Music, Web Design and New Media. In this respect, it is crucial for me to remain organized. Since I am mounting an advertising campaign, my deliverables include a video, a website, packaging, print advertisements, and other collaborative promotional materials, such as table tents for restaurants, receipts, and thank-you cards. Besides completing my work on time, I also set up “To Do” lists for my partners and follow up on their work. This includes overseeing the creation of story boards for animations, websites, music editing, and sound design. This project has been my first experience of working in many of these areas. Even so, in order to assist each partner and to facilitate the completion of the project, I have gained a lot of knowledge – most of which I have learned simply by doing. Staying organized is the key to keeping everyone’s schedules on track.
72
73
PrimeDelivery I MFA Thesis by Yinyin Liu
74
Chapter Three I Design Process
75
PrimeDelivery I MFA Thesis by Yinyin Liu
ILLUSTRATIONS INDIVIDUAL CHARACTORS: Illustrations should be in bright colors so that people do not perceive the issue as a serious and dry, which could be a potential pitfall with a topic like senior hunger.
Objects:
The chariable public in general:
76
The happy seniors who are helped by PrimeDelivery:
77
04
MAKE THIS CAMPAIGN A MOVEMENT DESIGN SOLUTIONS
79
PrimeDelivery I MFA Thesis by Yinyin Liu
FINAL LOGO There are two versions of the final logo, one of which is an iconbased logo, and the other being a typography-based logo. The icon logo can be used in packaging and on the website, while the typography logo can be used when spaces is limited. The logo indicates that a hot, home-delivered meal is on its way. It is simply what it is: a hot meal on a set of wheels. This concept also reflects the work of the “Meals on Wheels of San Francisco” organization. The logo is in Serifa Bold type, with the word “PrimeDelivery” in title case for better readability.
Primary colors:
Secondary colors:
PrimeDelivery PrimeDelivery PrimeDelivery
80
7/8” 22mm
5/8” 16mm
2.5 x x
4.3 x
x 1.5 x
2.5 x
x x
10 x
2.5 x
81
PrimeDelivery I MFA Thesis by Yinyin Liu
82
83
PrimeDelivery I MFA Thesis by Yinyin Liu
PRINT ADVERTISEMENTS: Print ads will be placed at subway stations, at bus stops, and on buses, as well as in participating supermarkets and restaurants. This marketing will bring people’s attention to the need for such a service.
84
Chapter Four I Design Solutions
85
PrimeDelivery I MFA Thesis by Yinyin Liu
86
Chapter Four I Design Solutions
87
PrimeDelivery I MFA Thesis by Yinyin Liu
88
Chapter Four I Design Solutions
89
PrimeDelivery I MFA Thesis by Yinyin Liu
90
Chapter Four I Design Solutions
91
PrimeDelivery I MFA Thesis by Yinyin Liu
92
93
PrimeDelivery I MFA Thesis by Yinyin Liu
94
Chapter Four I Design Solutions
RESTAURANT PART THANK YOU CARD: Each participating restaurant will make a contribution whenever someone places an order with them. Thank-you cards will then be given to customers alongside their receipts/change. The cards will not only thank people for their generosity, but will also display donation numbers so that people can track their donations and send them to specific neighborhoods.
95
PrimeDelivery I MFA Thesis by Yinyin Liu
RECEIPT: While the participating restaurants will donate whenever a customer places an order, an additional line on the receipt will allow an individual to make a further donation.
OLIVE GARDEN 1184 OLIVE GARDEN 1184 Plus Table 5 Kevin 11:16:45
840 Pine Blvd 840 Pine Blvd San Francisco, CA 94221 San Francisco, CA 94221 95123-1202 95123-1202
Plus
Ref: 10497 Ref: 10497 Chk: 10615 Table Check #: 43 64164 Chk: 43 10615 Table 5 Table Check #: 64164 12/19/2014 ANNE 12:12pm B Kevin12:12pm 12/19/2014 ANNE B 12/24/2014 11:16:45 Gst 112/24/2014 11:16:45 12/24/2014 Gst 1 Gst 1 11:16:45 12/24/2014 Gst 1
Grilled Fava Beers Prochatte Sandwich Slow Cooked Fram Egg Ginger Hydrosol Peppermint Hydrosol 2 Lunch Coffee 2
Subtotal Tax TIP
6.00 1 Bellini Peach Tea Grilled Fava Beers 6.00 1 CYO Sampler 3 11.00 Prochatte Sandwich 11.00 Stuffed Mushrooms 11.00Cooked Fram Egg Slow 11.00 Calanari 2.00 Hydrosol Ginger 2.00 Chicken Fingers 2.00 Peppermint Hydrosol 1 Mixed 2.00 Grill 5.00 Coffee Lunch 5.00 MEDIUM 1*Salad 37.00 Subtotal 4.18 Tax TIP
3.05 1 Bellini Peach Tea 1 12.25 CYO Sampler 3 Stuffed Mushrooms Calanari Chicken Fingers 1 18.75 Mixed Grill MEDIUM 1*Salad
37.00 4.18 PURCHASE
$33.05 PURCHASE
TIP
TIP
3.05 12.25
18.75
$33.05
Our resterant is generous Our to resterant is generous to donate, are you willingdonate, to helpare you willingOur is generous to resterant help Our to resterant is generous to feed hungry seniors, too? donate, are you willingdonate, to helpare you willing to help feed hungry seniors, too? feed hungry seniors, too? feed hungry seniors, too?
TOTAL DUE
X
TOTAL DUE
X
TOTAL
TOTAL
X
X
Plus Thank you for dining with us you for dining with us Plus Thank 2214 Broadway **Customer copy** 2214 Broadway **Customer copy** San Francisco CA San Francisco CA 94116 94116 Thank you for dining with us you for dining with us Thank **Customer copy** **Customer copy**
96
Chapter Four I Design Solutions
97
PrimeDelivery I MFA Thesis by Yinyin Liu
98
Chapter Four I Design Solutions
99
PrimeDelivery I MFA Thesis by Yinyin Yinyin Liu Liu
SOUVENIRS: Small souvenirs will be sold by street vendors, providing a way for both locals and tourists to give something back to the city that they love so much. They can also be given away to those who donate at supermarkets or in restaurants.
100
Chapter Four I Design Solutions
101
PrimeDelivery I MFA Thesis by Yinyin Liu
102
PrimeDelivery I MFA Thesis by Yinyin Liu
104
105
PrimeDelivery I MFA Thesis by Yinyin Liu
CASE STUDY VIDEO To give people a better understanding of this project, as well as to further the multimedia aspect of my campaign, I decided to make a case study video. It explains the campaign in just two minutes. SCENES DEVELOPMENT: My case study video is made up of a series of small scenes. In order to animate all my illustrations and to ensure a smooth transition between scenes, I planned the transitions among sences with a lot of graphic elements.
106
Chapter Four I Design Solutions
107
PrimeDelivery I MFA Thesis by Yinyin Liu
108
Chapter Four I Design Solutions
109
PrimeDelivery I MFA Thesis by Yinyin Liu
Long Long
5 hours ago near San Francisco, CA
Aravindan Thirunavukarasu changed his profile picture. 43 minutes ago near San Francisco, CA A new way to donate! PrimeDelivery is awesome!
Isend
Like . Comment . Share . 5 hours ago
I am a PrimeDelivery guy today! Proud!
Domi Hung via PrimeDelivery I just contributed to the PrimeDelivery to help feed hungry seniors. at 302 Potrero Ave, San Francisco
Ethan J.
Jelannie W.
1 hours ago near San Francisco, CA
Domic just donated $5 to the PrimeDelivery by placed an order at McDonalds. To know more or make a contribution: PrimeDelivery.org
1 day ago near San Francisco, CA Isend
Let’s make this holiday Special! Join PrimeDelivery! Like . Comment . Share . 1 hours ago
Something big and nice is going on in the city: PrimeDelivery! Like . Comment . Share . 2 hours ago 10 people like this.
Tweets ThatGirlSha @ThatGirlSha . 3h
Isend
Hi guys, want to be more generous in this holiday season? Please do check out the @PrimeDelivery Campaign ... #PrimeDelivery#MealsonWheels#seniorhunger Expand
Reply
Retweet
Favorite
More
MasterXiao @MasterXiao . 3h Guess what I foundout at Safeway! @PrimeDelivery Campaign ... #PrimeDelivery#MealsonWheels#seniorhunger Expand
Like . Comment . Share . 5 hours ago
Reply
Retweet
Favorite
More
Andy Cullon and 39 people like this.
Let’s get it going, helping hungry seniors in your area! @PrimeDelivery Campaign ... #PrimeDelivery#MealsonWheels#seniorhunger Expand
CamillaJohnson Change the impression of charity ... #PrimeDelivery#MealsonWheels#hunger
AmyS.F @AmyS.F . 4h
Reply
Retweet
Favorite
More
sophia_diazcm, ajime564, titotower and 4,255 others like this.
Paul Blue changed his profile picture. 43 minutes ago near San Francisco, CA
Grace Williams
Isend
Miky Chu
Dudes, you need to check this out! Go to your local safeway! or some restaurants that has my profile picture!
Yinyin Liu
November. 3
Like . Comment . Share . 5 hours ago
Have you sent a PrimeDelivery yet?
Andy Cullon and 39 people like this.
Like . Comment . Share . 2 hours ago
Have you sent a PrimeDelivery yet? Go to Safeway! Yeah, but in a resterant, though. It’s awesome! haha
Petra Thurmond
Like . Comment . Share . 1 hours ago 76 people like this.
10 hours ago near San Francisco, CA
Lisa Swan
Eric Marie How much have you donated?
Feel’in great by helping PrimeDelivery!
Where did you send your money to?
Today at 6:27pm · Like
Jessie Belle
1 hours ago near San Francisco, CA
PrimeDelivery gives the whole city a special holiday gift!
Shayna Campbell $20 in total! I bought the jar!
Like . Comment . Share . 1 hours ago
Today at 6:27pm · Like
Choose the special PrimeDelivery version of Coca-Cola to help feed hungry seniors. at 31st Ave, Safeway, San Francisco
Isend
25 people like this.
Like . Comment . Share . 1 hours ago 26 people like this. View 7 more comments
Jie Zhang Which district got the most donation so far? Today at 6:27pm · Like
Jessie Belle Chinatown! But Richmond is so close.
Isend
110
PrimeDelivery.org
Richmond! I live there!
Like . Comment . Share . About an hours ago
Who hasn’t join the PrimeDelivery?
Today at 6:27pm · Like
haha, Chinatown! you?!
Lisa just donated $1 to the PrimeDelivery by purchasing an Coca-Cola’s special PrimeDelivery edition. To know more or make a contribution:
10
5
I think this week china town is going to get the most donation!
111
PrimeDelivery I MFA Thesis by Yinyin Liu
112
113
PrimeDelivery I MFA Thesis by Yinyin Liu
114
Chapter Four I Design Solutions
115
PrimeDelivery I MFA Thesis by Yinyin Liu
116
Chapter Four I Design Solutions
117
PrimeDelivery I MFA Thesis by Yinyin Liu
120
Chapter Four I Design Solutions
DONATION TRACKING: One important feature of the PrimeDelivery campaign is that it seeks to allow donation transparency. To this end, each donation will be given a donation number, as mentioned above, which will enable people to use our website to send their donations to a desired place.
121
RESOURCES & CREDITS WEBSITES: Meals On Wheels San Francisco https://www.mowsf.org/ Meals On Wheels Association Of America http://www.mowaa.org/ San Francisco Food Bank Marin Food Bank http://www.sffoodbank.org/ Ideas Worth Spreading http://www.ted.com/ Design Ignites Change ARTICLES & SURVEY REPORTS: 2005-2009 American Community Survey 5-Year Estimates 2000-2010 From Census and American Community Survey 2011-2020 Projections from CA Dept of Finance The Causes, Consequences, and Future of Senior Hunger in America PHOTOGRAPHY CREDITS: (Shown as in order of their appearance) All rights reserved by Haaf http://www.flickr.com/photos/haaf/232231071/sizes/o/in/photostream/ All rights reserved by 1oeil2yeux http://www.flickr.com/photos/j_dm/6117560484/sizes/l/in/photostream/ All rights reserved by Joseph Kurtz Photography http://www.flickr.com/photos/altgnjoey/8459261608/sizes/o/in/photostream/ All rights reserved by Jeff Carlson http://www.flickr.com/photos/jeffcarlson/3323849983/sizes/o/in/photostream/ All rights reserved by Fogline Studio http://www.gettyimages.cn/5727009 All rights reserved by divinecaroline http://www.divinecaroline.com/life-etc/home-food/fourteen-grocery-store-secrets-you-need-know
INFORMATION CREDITS: 1,2
Seniors, San Francisco and Marin Food Banks. web. 29. Nov. <http://www.sffoodbank.org/program/seniors>
3.
Meisha McDaniel. [Considering the Costs of Senior Hunger and the Benefits of Federal Nutrition Programs in Washington, D.C.][Why Investment in Senior Food Programs Is More Important Now Than Ever].<Considering-the-Costs-andBenefits-of-Federal-Nutrition-Programs-in-Washington-DC-McDaniel.pdf>
4.
2005-2009 American Community Survey 5-Year Estimates
5,6 About us, Meals On Wheels of San Francisco. web. 23. July. <https://www.mowsf.org/about-us/our-story/>
THANK YOU! DEDICATION I dedicate this work to my Mom (Jing Zhang), my Dad (Guofeng Liu), my aunt (Yan Zhang), and my friends, who have been supportive both financially and mentally. Without them, I would never have had the chance to come to the U.S.A to study. ACKOWLEDGEMENT Thank you to my excellent advisers, Dave Gottward and Bob Slote. Dave has helped me to refine my concept, so that now, I have a good foundation for my thesis. Bob has helped me to develop my visual style, UX/UI design and storytelling technique. I would certainly not be at the stage I am now without the help of these two amazing instructors. Many thanks to Phil Hamlett and Stan Zienka for their feedback, suggestions, and guidance along the way.
PrimeDelivery WWW.PRIMEDELIVERY.US YINYIN LIU