To keep a visual system throughout the animation, I have kept a consistent colour palette, illustrative style and typography. The pink, red and white colour scheme has connotations with femininity which suggests the subject matter as it effects women. The red colour scheme also has visual representation of blood which anchors the menstruation topic. This creates a more direct persuasive technique by using red to represent blood rather than blue ink which is used in mainstream sanitary adverts. This direct technique can help when trying to tackle to the taboo as it shows the realism of periods and period poverty rather than a visual metaphor like blue ink.
Another way I have tried to tackle the stigma surrounding this subject matter is by using a male voice over. I have done this as the colour scheme is visually targeting females as well as the products which are aimed at females to persuade them to switch to sustainable sanitary products. But by using a male voice over suggests that it is a subject which both genders should be educated about and not feel embarrassed to talk about in today’s society. I think that this creates shock tactics as the audience may not expect to hear a males voice narrating the animation. The voice over also helps with the legibility of the animation as well as reinforcing the text on screen. I have downloaded a royalty free sound from bensound to form background music, this helps to cancel out the muffled sounds in the back of the voice over. If I were to do this again I would use a different person as the for the voice over so it sounds more fluid.
I have anchored the sound and text with image, this has been done to visually represent the script being communicated. I think that the combination between image and type creates a visual, contemporary design to engage with teenagers and young adults. I also think that this relationship communicates a strong concept to the audience as well as being visually aesthetic. The colour scheme also works well alongside the organisation No More Taboo as they have a similar colour palette and contemporary style. The design of the sustainable sanitary products are visually aesthetic but are also influenced from a critical design approach as the concept is a graphic representation of blood stains. This uses a direct design technique to reinforce the reality of period poverty.
The narrative of my animation is to educate the audience on period poverty and create awareness to show the realism and then offer a solution for how they can help this issue. I felt that this was important, as using direct images and language engages the audience to understand that it is an issue and needs to be stopped. Using facts and statistic is a way to communicate the realism and to show how period poverty is a current issue. I do not think that donating is a very effective method as I don’t think enough people take time to do it. Where as I though that creating a solution which the audience can help the issue but also get something out of it for them self may be more effective. I have tried to communicate the importance of sustainable sanitary products and how this can help period poverty. Not only is it more sustainable and better for the environment but they can also have a massive impact on helping period poverty. By purchasing sustainable sanitary products through No More Taboo all the profits can go to help period poverty. This means that these products could be donated to girls in school on free school meals, homeless people and also other people suffering period poverty. These are longer lasting products so they do not have to suffer not being able to keep affording sanitary products with VAT which increases the price, as they last between 4-10 years.
To communicate with my target audience, this campaign would mainly be used through social media and no more taboo website. The reason for this is such a large amount of teenagers and young adults are constantly on social media that this is a good way that they would be able to watch the animation and have a link straight to the website. By doing this it is user friendly and an easy way the audience can access the campaign and share it with friends. The use off hashtags gives it the possibility to go viral which communicates with a wider target audience. I have manipulated images from my campaign into their website, instagram and twitter. This is to show how my design would work through their organisation. By using my campaign through the no more taboo organisation gives the audience an opportunity to find out more about period poverty through their website and be able to help make a difference.
I began to start brainstorming about potentential concepts and idea’s that I could focus on for this project. These all came from drawing idea’s from discussions that we have had in tutorials, my research and trying to think of how I can create something to provoke a discussion and persuade the audience to want to help.
Reflecting on these idea’s I have decided to create an animation to create awareness for period poverty and persuade the audience to want to do something to help. I think that using an animation is a good way to communicate to an audience, as creating a narrative can help to engage the audience. This campaign will be aimed at teenagers and young adults which will help to educate them by using facts and statistics gathered from Plan International UK. But also my decision for targeting a younger target audience is to try and break the stigma on menstruation, so it becomes more socially acceptable to have a conversation about this topic. By targeting both genders also begins to try and break down the stigma as stereotypical males are more embarrassed to talk about the topic as they are not very knowledgable. Hopefully my campaign will begin to communicate this. Because of this target audience, I want the design style to be contemporary. I think that these visuals will also help to engage the audience.
To help plan my animation I started to sketch a rough story board so I had more of a clear vision what I wanted to communicate. Although this changed a number of times due to developed research, other idea’s and formative feedback. Some elements which haven’t changed throughout, is my target audience, the visual style, and the concept of educating, raising awareness, tackling the stigma around the topic and offering a solution. At first I thought about doing a campaign for Plan International UK which is where I have gathered the facts and statistics from. Although, when changing my idea to creating reusable period pants, this is a concept that would work well alongside No More Taboo, an organisation which offers sustainable sanitary products.
By setting myself a creative brief helps to give myself focus for the project. By setting this goal begins to inspire creativity in the ideation process and design ideas. This helps to communicate what my concept is and the purpose for the Let’s Fight Period Poverty brief. This will also give the clients an insight into what I am trying to communicate and how I am going to persuade the audience.
As an idea for my project, I thought about designing pants that would help raise money for period poverty. I could do these in a critical design form to create discussion about period poverty. When researching this idea, I came across the organisation OddBalls which use this concept to raises money & awareness for testicular cancer. They primarily sell underwear with bright and colourful patterns on, but have expanded onto other products such as hats and socks etc. The contemporary design look visually aesthetic yet they are creating awareness for a very important issue. This is something which I like, because as the business has become well known which is creating more of an open discussion about testicular cancer. Lot’s of their marketing is done by using male rugby players as endorsements to promote the organisation. I think that this is done well as stereotypically male rugby players are seen to be ‘masculine’. And by using theme as a form of communicating with the audience to raise awareness begins to make other males empowered to be open and aware of the issue. Whilst they sell products to try and raise money for the organisation, this is not their only way to make a difference. They also have an option to donate and informative guide to checking to see if you have testicular cancer. This shows how the main concept is not just purchasing stylish underwear, it’s a way that the audience are helping a cause and getting something out of it for themselves which I think gives an audience more incentive want to help.
No More Taboo
After seeing that OddBalls was already using a similar concept to what I was thinking I began to think of other ways that I could help tackle period poverty. I began to think about the tampon tax and whether I would be able to think of a way to scrap this issue. Whilst I started to think that maybe this was out of my control, I thought about whether I could use the pant design to offer an alternative than constantly paying the tampon tax. I came across an organisation No More Taboo, they aim to tackle the stigma surrounding menstruation whilst helping women in period poverty. They also sell sustainable sanitary products such as menstrual cups and washable sanitary pads. These are both not only better for the environment, but also last 4-10 years which means that there would not be a constant spend on sanitary products, adding to the amount of money that we spend on the tampon tax. This organisation would work perfectly for my campaign as I aim to help educate and raise awareness on period poverty. Try and tackle the taboo around menstruation so it is more socially acceptable to talk about periods. And also a way that I can combine my pants idea with sustainable sanitary products to create reusable sanitary pants. All profits would go towards helping period poverty which could then supply people suffering with period poverty with these sustainable products, this could reduce them to struggling to purchase more sanitary products with VAT.
PERIOD POVERTY PROTESTS
Protest placards are a very expressive way to communicate issues that you feel strongly about. The use of type and image are simple but stand out well creating striking pieces of design. Hand made designs suggests a personal element to show how these issues are effecting real people. Within all of these placards there is a very direct language, this creates a very clear purpose for the placard. It also grabs the audiences attention by standing up to a cause. The consistent pink and red colour scheme suggests femininity as the cause is standing up for women. It the also has connotations of blood and aggression which suggests the context but also the ideology of the placards purpose to take action.
THE FREE PERIODS MOVEMENT TO END PERIOD POVERTY
The Free Periods campaign creates a more thought provoking campaign technique. The way the money is rolled into the shape of a tampon suggests the issue of tampon tax. By doing this it communicates the debate of abolishing the tampon tax due to it being a necessity not a luxury item. From my previous research into period poverty one source stated how the average monthly cost for sanitary products are over all £10. It could be argued that the £10 note could be visualising this monthly cost. The pastel pink illustrations of the hands holding the placard is a lot less direct than the photographs of real protest. But these visuals still suggests the same ideology of women standing together to make change.
DON’T HIDE IT. PERIOD.
Let’s talk about period’s is also a thought provoking campaign but has a more bold design style. The purpose for this design by NH1 Design is to encourage people to open up and talk about periods to try and get rid of the stigma which surrounds the topic. Rather than designing sanitary products which are subtle to try and hide the products. It creates more of a celebration to encourage people to not be ashamed of menstruation. The red colour scheme suggests the colour of blood and the modern typeface advocates modern society trying to make a difference with the taboo of periods.
Another way to try and reduce of the stigma surrounding periods is the design idea of Femoji’s. Emoji’s are such widely used form of design which are universally understood by the visuals. This is an important aspect as period poverty is a global issue so would communicate through languages well. Emoji’s are also used by both males and females, this is a way to try and reduce the awkwardness that most males have towards periods. This could also help to make women feel more comfortable, that the symptoms they are suffering with are normal and they are not on their own. There are 1620 emoji’s with such a wide range of expressions, by adding these it would be another way of normalising the topic to become more socially expectable.
The Period Game is an educational technique of designing to communicate information in a fun and interactive way. A striking design choice is the use of colour, the pink and red has connotation with femininity and periods, as well as having a visual graphic style. By educating children from a young age begins to think of how the next generation could begin to help break the taboo surrounding periods. By them becoming more educated and aware of the period poverty, which could also help to reduce the issue.
THE HOMELESS PERIOD
The Homeless Period campaign visually communicates the issue of period poverty by the design style choice and use of material. By using a cardboard as a material has connotations with a homeless lifestyle. This is because it’s an easy material to source of the streets, and this is also widely used as a form of housing on the streets. The un designed type using a permanent marker suggests the audience connecting with the homeless person by the use of handwriting. This creates a personal and emotive technique to engage the audience. By using a hashtag The Homeless Period forms a community of people being able to stand together and connect through social media to make a change.
BLOODY GOOD PERIOD
The Bloody Good Period organisation uses a more realistic design technique by the visual image of blood. This direct form of communication creates shock tactics to remind the audience of what a period is. The type ‘we don’t bleed blue’ gives a link to the mainstream adverts for sanitary products, as they try to desensitise the truth about menstruation. Although, this direct language helps to engage the audience that this is a real issue and it needs to be talked about. The type ‘let my people flow’ anchors the image of the flowing flood creating a pun. But also suggests people standing together and making a difference for the people in need. By doing this it suggests a way of taking action and making a change.
Poverty is when people are in straitened circumstances of being very poor. This is a global issue which effects so many people no matter what their geographical location, gender or age is. I am going to focus on period poverty and how this effects so many females world wide. Sanitary products are a basic essential which every woman is entitled to, but unfortunately not all women are able to afford these. This is a very current issue that doesn’t seem to be decreasing.
Plan International UK are a charitable organisation that stand up for female human rights. In December 2017 Plan International UK gathered research and statistics on period poverty and the stigma which surrounds it.
- 1 in 10 girls (10%) have been unable to afford sanitary products
- 1 in 7 girls (15%) have struggled to afford sanitary products
- 1 in 7 girls (14%) have had to ask to borrow sanitary products from a friend due to affordability issues
- More than 1 in 10 girls (12%) has had to improvise sanitary wear due to affordability issues
- 1 in 5 (19%) of girls have changed to a less suitable sanitary product due to cost
- Nearly half (48%) of girls aged 14-21 in the UK are embarrassed by their periods
- 1 in 7 (14%t) girls admitted that they did not know what was happening when they started their period and more than a quarter (26%) reported that they did not know what to do when they started their period
- 1 in 5 (22%) girls feel comfortable discussing their period with their teacher
- Almost three quarters (71%) of girls admitted that they have felt embarrassed buying sanitary products
- 1 in 10 had been asked not to talk about their periods front of their mother (12%) or father (11%)
- 49% of girls have missed an entire day of school because of their period, of which 59% have made up a lie or an alternate excuse
- 64% of girls have missed a PE or sport because of their period, of which 52% of girls have made up a lie or excuse
These statistics show the reality in period poverty in the UK. This is a technique that can be used in campaigns to show the realism in the issue. People may not understand to what extent some women suffer so by using facts helps to put it in to perspective for the audience.
The conversation reflected on Plan International UK’s gathering of statistics. They discussed how when these statistics were released, many people didn’t believe how people couldn’t afford sanitary products. Although the average spend for a months supple of sanitary products are £10. Lot’s of people, especially young people struggle to gather the money for these products. Therefore, this stops them being able to carry on with their daily routine. This is why I think it’s such an important issue, as this is a natural cause which is having a knock on effect to education, health, dignity and participation due poverty.
The article by the BBC “I steal every time I get my period” shows what a necessity it is to have a supply of sanitary products, and the lengths that some people have to go to get hold of them. It shows how in need homeless and vulnerable women are and illustrates what organisations are being set up to help. A group Homeless Period Southampton set up so they could help by collected sanitary products to give to homeless people to decrease shoplifting. Bloody Good Period are also an origination who aim to help giving menstrual supplies to asylum seekers, refugees & those who can’t afford them. They state on their website that “Many living in poverty resort to using toilet paper, old scraps of fabric or nothing at all.” These are not sufficient materials that should be used as they can raise health risks. By them encouraging donations can help to give someone in need the right sanitary product. There has been a rise in food banks due to the rise in people sleeping on the streets. But through the use of food banks, it has led to people donating hygiene products to try and fight period poverty. Although, there is still a big disgrace associated with menstruation and especially if they can’t afford sanitary products.
Tampon Tax has raised a wide number of debates, with the aim to try and abolish tax on these products. From researching into the tampon tax it is clear that there has been a cut on tampon tax, as it was 10% then cut to 8% then rose to 15% and 17.5% and now reduced to 5%. The average lifetime spend on sanitary products are £1,588.29 and £75.63 of that is VAT. Although, there is still the debate of whether they should be free or be VAT free. I do not see the reason to add tax on a basic necessity, due to this millions of females worldwide are forced to struggle without. I want to explore the topic of period poverty further to try and visually communicate the issue and reduce the stigma around periods.
Our new project brief is focusing on persuasion and how we can do this by using graphic design. This technique is very important when communicating a certain topic with an audience. I have chosen the theme of poverty to try and create a persuasive piece of design. I think that poverty is a global issue which seems to be increasing rather than decreasing, and using this project I want to explore this further.
The Barnardo’s silver spoon campaign includes very direct visuals aimed to create a shock factor. This campaign was banned after it was released due to it’s upsetting visuals. Although, by using graphic images helps to visually communicates the issue of poverty as it is a very hard hitting campaign. In this campaign it raises the question when communicating a sensitive subject, how far can you push boundaries.
In December 2017 people came together on Christmas Day to sleep out in Euston train station, raising awareness for the amount of homeless people in London. This isn’t focusing on the design but more about the concept of people highlighting how many people are without homes in London. Which shows how it’s such a large issue not just globally, but world wide.
Guerrilla marketing is a great way to communicate with a large audience and make them think twice. The image of the child in the trolly forces the shopper to engage with the piece and can’t escape it unless they don’t use the trolly. The body language and direct mode of address suggests how you could be helping reduce the amount of child poverty.
Using well known brands as a platform to raise awareness of an issue can be a good way to communicate to a large target audience. Although, it could be argued that Kellogg’s are using food poverty as a way of creating more sales by advertising their product. This then begins to create a discussion whether the brand is doing this for the right cause. Personally I think if Kellogg’s are spending the time to focus their marketing on raising awareness for food poverty then surely it is better than them doing nothing. But this goes to show how anything has at least two points of views, and as a designer we need to decide what we are communicating the audience.
As a way of receiving formative feedback on our book covers, we were put into groups and presented our designs to the group and Ian. This allowed us to all given different points to improve on. I was happy with my feedback as it was very positive and didn’t have a lot to improve on. One adjustment was to make the body copy on the back cover slightly smaller, this is something which I noticed when printing. The other bit of feedback is to make the red background smaller and only behind the book title ‘animal farm’. This is because with the red behind the book title and ‘four legs good, two legs bad’ suggests this is part of the title. This is a quote which I have picked out from the book to anchor the image on the cover. The quote is not in the requirements in the cover so could be a bit risky including the quote. Although, as well as myself, the group and Ian all like the design with the quote so I am going to take the risk and keep the quote. When printing the design it also looked like there was a white drop shadow on the type which I noticed. But I have checked the document and this is not on screen so I will have to check again to see if this is a printing error.
I have tried variations of my final book cover taking on board the formative feedback. The body copy has been made smaller and I have tried to make more difference between the book title and the quote. I do think that having a contrast between the title helps with the hierarchy of the design. This makes it more clear on the book title which is important as I do not want to change the name of the book.
Final Book Cover Design