Project Context
ISDI - Social Dynamics
Time Frame - Junior Year, Oct. 2019 ( 5 Weeks)
Mentor - Ms. Utkarsha Malkar
Tools Used - Adobe Photoshop, Illustrators, Figma & Miro
The idea of perfection overruns the idea of beauty. We don’t want to be just beautiful; we want to be perfect.
This indeed has resulted in a negative impact on the minds of people. It's not a male or female problem it’s a universal issue that needs to be dealt with utmost care and sensitivity.
If Barbie was a real woman, she’d have to walk on all fours due to her proportions
If GI Joe were human, he’d have larger biceps than any bodybuilder in history.
Problem Statement
Society isn't shy about setting unrealistic beauty standards for people and harshly judging those who stray too far from them. The idea of perfection overruns the idea of beauty.
The Indian society with its complexes based on the colour of the skin reflects only one aspect of prejudices and the discrimination faced by numerous people. ‘Body shaming' is the new social order and many brands use media images to sustain their multi-billion dollar skin bleaching and cosmetic surgery industries.
#No More Names is a social case campaign aiming to destroy the stigma around Body Shaming.
The idea behind this campaign was to tackle the issue head-on keeping the cultural context of the Hindi-speaking Indian audience and the stinging stigma of phrases used over centuries to undermine people.
The Reality
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Approximately 91% of women are unhappy with their bodies and resort to dieting to achieve their ideal body shape.
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In a survey, more than 40% of women and about 20% of men agreed they would consider cosmetic surgery in the future. The statistics remain relatively constant across gender, age, marital status, and race.
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Only 10% of people suffering from an eating disorder will seek professional help.
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95% of people with eating disorders are between the ages of 12 and 25.
Campaign Response
To love oneself is the beginning of a lifelong journey and all women and men have the right to accept their body. Let's stop any kinds of body shaming. Now and together!
We often say things to others without even thinking how deeply it can affect them. My idea here was to point out all the common cliches that are used in India with reference to people and their body.
An eye-opener to play with the psychology and behavior of human minds in the Indian environment to make them think twice before using such phrases the next time.
How was the data represented?
The survey ended with a prompt for participants to submit their email should they be willing to be interviewed in-depth at a later date.
03.
Why was this method used?
What kind of data was collected?
In the form of pie charts, tables and graphs, etc.
To quickly gain quantitative data based on the people going experiencing a similar feelings
Quantitive Data from 43 responses.
Online Survey
01.
02.
Initial Research
The act of body shaming has been prevailing in our society for far too long and what better way to put an end to it but by speaking out and making a stand. With a general direction in mind, I conducted a literature review to get a better understanding of the problem space.
Understanding the users
After I analyzed the findings, I was able to categorize the target audience. I also identified their paint points and desires within the context of body shaming.
Based on these categorizations, I generated some user personas to get a better understanding of the types of people that fall into the user group.
Why Unilever & #NoMoreNames
1.
Unilever is committed to making a positive contribution to society through the brands they produce and sell, through their commercial operations and relationships, through the voluntary contributions they make to the community, and through their wider engagement with society.
2.
The campaign brings to light a very sensitive topic which aims to create an atmosphere of self-analysis and sensitizes people. This campaign targets both the victim and the perpetrator.
3.
The Campaign tackles the issue head-on keeping the cultural context of the Hindi-speaking audience and the stinging stigma of phrases used over centuries to undermine people.
Stage 2 :
You are not alone
An online platform for people facing similar experiences can come together stay anonymous and openly discuss without the feeling of being judged or sceptical to talk to another person.
An online platform for people facing similar experiences can come together stay anonymous and openly discuss without the feeling of being judged or sceptical to talk to another person.
Create a common channel for people to help them express their state of mind and to make them aware they are not alone. A lot of individuals around them probably are in a similar phase
What's in the forum?
Immersive Content
Self Evaluation
Engagement
Treatment Outlook
Content for self focus, heal and growth.
Navigating through the area of concern and acting upon ways to seek help.
Coming together with people facing similar experiences and helping each other.
Mapping out options and opportunities for a positive outlook and support.
Information Architecture
With the features and content in mind, I moved onto coming up with a structure of the website.
Ideating and Sketching
I kicked off the design stage and sketched out low-fidelity concepts with just pen and paper while keeping in mind the user tasks and pain points I had collected so far.
The campaign brings to light a very sensitive topic which aims to create an atmosphere of self-analysis and sensitizes people to the body stereotype cliches and phrases that are being used irresponsibly for centuries. This campaign targets both the victim and the perpetrator.
The Forum
You are not alone forum aims to bring together people, help share experiences and find the right support needed.
A platform where one can just feel free and express their real self without any hesitation and discomfort.
Proposed CSR venture for Unilever’s whose vision is a new way of doing business — one that delivers growth by serving society
Reflections
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02.
While designing for the social impact it is very necessary to keep in mind the cultural understanding of the people and how they behave. While designing throughout I kept in mind to be sensitive towards people and design for them to feel safe
This particular topic I thought needed to be dealt with on a more word playing level with respect to the campaign and think from the user's point of view. Think from a view how people would want to be treated after coming from a low point
Its all about the mind
Understanding cultural context