designing for impact - d3gxp3iknbs7bs.cloudfront.net · 2_the problem_in_brief 2 the problem...

Designing for ImpactSimone Baur-SchmidMeaghan BaroneAnya Ow

1_OpenIDEO_the_brief

ad301_OpenIDEOWhat is OpenIDEO?1

How might we make low -income urban areas safer and more empowering for women and girls?

OpenIDEO is a platform that encourages a global community of people regardless of background to come together and solve problems for social good.

what is OpenIDEO? Current Brief:

1_OpenIDEO_the_brief

ad301_OpenIDEOWhat is OpenIDEO?1

our decision

After doing preliminary research into a few areas of particular concern, wesettled on the problem ofsafe access to sanitationin India.

2_THE PROBLEM_in_brief

ad301_OpenIDEOThe Problem2

The infamous gang rape of a 23-year-old girl in Delhi catalysed an international and national debate about women’s rights in India. However, much remains to be done.



The problems that Indian women face is compounded further for many of them by poverty and infrastructure issues. Almost half of India’s 1.2 billion people have no bathrooms in their homes.

about

of people in Indiaare female (men outnumberwomen by over 35 million).

48%

India has approximately

1/3of the world’s total poor. (World Bank)

$

,000,000

1.25450

In India, a woman is raped every

More than

people in India live on less than

per day

minutes20 95%

of sexual assaults of women in India happen at or on their way to a answer a call of nature.



Our research indicated a possible link between an Indian woman’s need to travel daily distances to relieve herself and sexual assault, especially in very disadvantaged urban-rural communities.



65 million people in India live in slums.

HARIJAN MOHALLA

GANDHI NAGAR

RAMAJI KA PURASARVODAYA NAGAR

CHOUDHARY MOHALLAPILKHANA

GUDA UPAR

RASULPURAVIDYA NAGAR

ARVIND NAGAR

ARIF NAGAR

VADAJ

BAIGANWADIBANGANGADHARAVIJUHU

SANJAY NAGARINDIRA NAGAR

[

MUMBAI [

BANGALORE

“[slums are] residential areas where dwellings are unfit for human habitation”

ad301_OpenIDEOKey Findings2

2_THE PROBLEM_Key_Findings

EMPOWERMENT

LOCAL WOMEN’S RIGHTS GROUPS

INVOLVEMENT

Any solution must empower local women to become agents of change in their

own right.

Local women’s rights groups in India are very passionate and organised, but have yet to be involved in major non-

political projects.

Involving both the local community and the public

sector is key to creating lasting change.

FACILITIESSPACE AND MAINTENANCE

Women are willing to pay to use facilities even if they are

very poor, if they feel that the facilities are better lighted,

safe and maintained.

Any solution will have to take into account the

often crowded and poorly maintained state of local

infrastructure.

ad301_OpenIDEOIdeas3

3_Ideas_a_daily_life

Morning to Evening>> Work in one of the slum industries:manufacturing orrecycling and more.

Evening >> Travel home>> Buy groceries from a local market

Night >> Walk to a public bathroom or band up to go to an open space some miles away to defecate.

Night to Early Morning >> Home >> Simple dinner of lentils or rice >> Rest >> Wake up and brush teeth on the doorway as the house has no bathrooms >> Apply Kajal eyeliner

START

Early Morning >> Some slums do not have water taps at homes >> May have to walk a few miles to queue for water at times such as 6am - 9am and pay the local ‘water mafia’ for access rights.

Morning >> Walk to a public bathroom or band up to go to an open space some miles away in order to defecate.

Morning >> Chai wala vendors deliver tea to homes in the slums

ad301_OpenIDEOIdeas3

3_Ideas_in_brief

How do we make going to a public toilet or an open space safer for Indian women in low-income urban slums?

4_Final_Concept_Prakasa

ad301_OpenIDEOFinal Concept4

Prakāśa aims to create a sense of collaboration, empowerment. By making the routes to the toilets or open spaces at night brighter and communal, the paths become safer and better policed.



We developed the symbols based on bindis - a forehead decoration traditionally placed in between the eyebrows, where the sixth chakra is: the seat of concealed wisdom. It is a traditionally female-only decoration and as such we felt it was appropriate for use in the project.



An interview with Lidi Brouwer of Studio Roosegaarde on 1April 2014.

“We developed the paint specially with the paint company for the project. You can get [the paint in] any colour but green is the brightest.”

“The paint will have to be maintained every 5 years due to the road’s wear and tear.”



The concept uses photoluminescent paint, which charges up during the day and lights up at night - like the Smart Highway.

CHARGE TIME: DURING THE DAY

GLOW TIME: UP TO 13 HOURS.



Following Lidi’s advice, we incorporated green into our chosen symbol colours as well as a contrasting purple.

These are some mocked up examples of what the paint bindis would look like. The actual project when run will have bindis painted and designed by local women.



We would approach the Times of India as a sponsor for the project. The Times of India is the world’s most widely circulated English newspaper, and the last government census indicated that the literacy rate in slums is about 77%.



The look and feel of the Prakāśa bindis in situ.

ad301_OpenIDEOBrand Identity5

5_Brand_Identity_Prakasa



The term ‘Prakāśa’ is from Kashmir Shaivism, and means light, light of consciousness and more. We combined the logotype with the Hindi script to create a more nuanced, balanced and bilingual brand identity.

master logotype



black and white, reduced & inverse



logo clear space



colours

The colour choice for the branding is based on the prakāśa bindi colours of green and purple.

green: c 30 m 0 y 100 k 0r 191 g 215 b 48

purple:C 23 m 53 y 0 k 0r 193 g 136 b 188



primary typeface secondary typeface

Prakāśa aims to create a sense of collaboration, empowerment. By making the routes to the toilets or open spaces at night brighter and communal, the paths become safer and better policed.

प्रकाश सहयोग, सशक्तिकरण की भावना पैदा करना है. उज्जवल और सांप्रदायिक रात में शौचालय या खुले स्थान के लिए मार्गों बनाने से, रास्तों सुरक्षित और बेहतर पुलिस बन जाते हैं.

National Light

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890

National Book


National Regular


National Medium


National Bold


Adobe Devanagari



tone of voice

FeminineStrengthCollaborateBrightUnityEmpoweringCreativeCommunityPracticalSistersInspiringPositiveGrassroots

Light tomorrow with today.

-Elizabeth Barrett Browning

Coming together to light up the way.

Help your community take a bright step forward.

Painting up a brighter tomorrow, together.

Creating the light at the end of the tunnel, together.



brand messaging

6_Campaigns_Overview

ad301_OpenIDEOCampaigns6

In order to get the word outand get communities andlocal women involved, wedevised a campaign.

6_Campaigns_Stage_1


Ads run in Hindi and in English will be placed in the TImes of India paper and on billboards to encourage local women to come to the community planning sessions and help plan the painted routes.

In Stage 2, the ads will encourage people to come and paint the routes.

Women of India! Your community needs you to help light the way and make the trip to the toilet safer. Interested? Come to our Communal Voice session on 24 April2014, at a venue near you.

6_Campaigns_Stage_2


Light tomorrow with today.People of India! Your community needs you to help light the wayand make the trip to thetoilet safer. We’ve planned the way with your help, we’ve prepared the glow in the dark paint. Now we need you to paint it happen. Come to an action centre at a venue near you on 9 August 2014.

7_Conclusion_End

Benefits

Local women feel empowered

General community gets involved

Communal routes better lit and better policed

Previously dark at night routes are now lighted up and the local community is aware of both the issue and the route through the campaign.

Our proposed solution will not solve the problem of violence against women in India, but we hope that it will help reduce the incidence of violence committed against local women on their way to an open space to defecate or on their way to a toilet.

By making the Prakāśa routes bright, communal and creating a sense of ownership within the general community in low-income urban areas, we hope that women will not only feel and be safer when using the routes but also feel empowered and know that they can be agents of change within their communities.

7_Conclusion_End

Please don’t hesitate tocontact us if you haveany questions. Thank You!

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