Designing for Impact Simone Baur-Schmid Meaghan Barone Anya Ow

Designing for Impact Simone Baur-Schmid Meaghan Barone Anya Ow

1 What is OpenIDEO? 1_OpenIDEO_the_brief what is OpenIDEO? OpenIDEO is a platform that encourages a global community of people regardless of background to come together and solve problems for social good. Current Brief: How might we make low -income urban areas safer and more empowering for women and girls?

1 What is OpenIDEO? 1_OpenIDEO_the_brief our decision After doing preliminary research into a few areas of particular concern, we settled on the problem of safe access to sanitation in India.

2 The Problem 2_THE PROBLEM_in_brief 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.

2 The Problem 2_THE PROBLEM_in_brief 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. 48% about of people in India are female (men outnumber women by over 35 million). India has approximately 1/3of the world s total poor. (World Bank)

2 The Problem 2_THE PROBLEM_in_brief 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. In India, a woman is raped every minutes 20 95% 450,000,000 More than people in India live on less than 1.25 $ of sexual assaults of women in India happen at or on their way to a answer a call of nature. per day

2 The Problem 2_THE PROBLEM_in_brief HARIJAN MOHALLA GANDHI NAGAR RAMAJI KA PURA SARVODAYA NAGAR ARIF NAGAR CHOUDHARY MOHALLA PILKHANA BAIGANWADI BANGANGA DHARAVI JUHU [ VADAJ VIDYA NAGAR RASULPURA GUDA UPAR [slums are] residential areas where dwellings are unfit for human habitation MUMBAI ARVIND NAGAR SANJAY NAGAR INDIRA NAGAR [ BANGALORE 65 million people in India live in slums.

2 Key Findings 2_THE PROBLEM_Key_Findings EMPOWERMENT Any solution must empower local women to become agents of change in their own right. INVOLVEMENT SPACE AND MAINTENANCE FACILITIES Involving both the local community and the public sector is key to creating lasting change. Any solution will have to take into account the often crowded and poorly maintained state of local infrastructure. 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. LOCAL WOMEN S RIGHTS GROUPS Local women s rights groups in India are very passionate and organised, but have yet to be involved in major nonpolitical projects.

3 Ideas 3_Ideas_a_daily_life START 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 Night >> Walk to a public bathroom or band up to go to an open space some miles away to defecate. 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. Evening >> Travel home >> Buy groceries from a local market Morning >> Chai wala vendors deliver tea to homes in the slums Morning to Evening >> Work in one of the slum industries: manufacturing or recycling and more. Morning >> Walk to a public bathroom or band up to go to an open space some miles away in order to defecate.

3 Ideas 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 4_Final_Concept_Prakasa 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.

4 Final Concept 4_Final_Concept_Prakasa 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.

4 Final Concept 4_Final_Concept_Prakasa An interview with Lidi Brouwer of Studio Roosegaarde on 1 April 2014. The paint will have to be maintained every 5 years due to the road s wear and tear. 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.

4 Final Concept 4_Final_Concept_Prakasa 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.

4 Final Concept 4_Final_Concept_Prakasa 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.

4 Final Concept 4_Final_Concept_Prakasa 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%.

4 Final Concept 4_Final_Concept_Prakasa The look and feel of the Prakāśa bindis in situ.

5 5_Brand_Identity_Prakasa Brand Identity

5 Brand Identity 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

5 Brand Identity 5_Brand_Identity_Prakasa black and white, reduced & inverse

5 Brand Identity 5_Brand_Identity_Prakasa logo clear space

5 Brand Identity 5_Brand_Identity_Prakasa green: c 30 m 0 y 100 k 0 r 191 g 215 b 48 purple: C 23 m 53 y 0 k 0 r 193 g 136 b 188 The colour choice for the branding is based on the prakāśa bindi colours of green and purple. colours

5 Brand Identity 5_Brand_Identity_Prakasa 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. National Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 National Book abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 प रक श सहय ग, सशक त करण क भ वन प द करन ह. उज जवल और स प रद य क र त म श च लय य ख ल स थ न क ल ए म र ग बन न स, र स त स रक ष त और ब हतर प ल स बन ज त ह. Adobe Devanagari National Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 National Medium abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 National Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 primary typeface secondary typeface

5 Brand Identity 5_Brand_Identity_Prakasa Feminine Strength Collaborate Bright Unity Empowering Creative Community Practical Sisters Inspiring Positive Grassroots tone of voice

5 Brand Identity 5_Brand_Identity_Prakasa -Elizabeth Barrett Browning Light tomorrow with today. 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 6_Campaigns_Overview In order to get the word out and get communities and local women involved, we devised a campaign.

6 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 April 2014, at a venue near you. Campaigns

6 Campaigns 6_Campaigns_Stage_2 Light tomorrow with today. People of India! Your community needs you to help light the way and make the trip to the toilet 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.

7_Conclusion_End 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. Please don t hesitate to contact us if you have any questions. Thank You!

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