Creating New Norms

- Communicating difficult things

 

THE OBJECTIVE

Working with Equal Rights Advocates, a non-profit to create resources for high school students to have a conversation around sexual harassment in their schools.

THE OUTCOME

Our team produced a program called The New Normal, which included a zine, to be used in workshop settings with students and a social media campaign strategy to disseminate accessible information.

 

 

 

Creating New Norms

- Communicating difficult things

 

THE OBJECTIVE

Working with Equal Rights Advocates, a non-profit to create resources for high school students to have a conversation around sexual harassment in their schools.

THE OUTCOME

Our team produced a program called The New Normal, which included a zine, to be used in workshop settings with students and a social media campaign strategy to disseminate accessible information.

 

 

 

Creating New Norms

- Communicating difficult things

 

THE OBJECTIVE

Working with Equal Rights Advocates, a non-profit to create resources for high school students to have a conversation around sexual harassment in their schools.

THE OUTCOME

Our team produced a program called The New Normal, which included a zine, to be used in workshop settings with students and a social media campaign strategy to disseminate accessible information.

  

Website2.001

 

SCOPING AN ACHIEVABLE GOAL.

When we began our semester-long work with Equal Rights Advocates (ERA), we were given a brief with their broad asks: to help them launch a national helpline and shift the national conversation around sexual violence. 

The first few weeks were spent on first familiarizing ourselves with ERA's work and understanding the legal language they operated in. We supplemented this internal knowledge gathering with efforts to speak to multiple stakeholders in the education system to better understand the broader space we were working in - the world of students and sexual violence.

We spoke with multiple educations, school administrators, organizations, parents, and students to better understand their perspectives and their needs. While ERA's focus had been on undergraduate students, our research showed us that there was a segment of students that was facing high rates of sexual violence, but relatively lower media attention and focus - students in the K-12 setting.

 

SCOPING AN ACHIEVABLE GOAL.

When we began our semester-long work with Equal Rights Advocates (ERA), we were given a brief with their broad asks: to help them launch a national helpline and shift the national conversation around sexual violence. 

The first few weeks were spent on first familiarizing ourselves with ERA's work and understanding the legal language they operated in. We supplemented this internal knowledge gathering with efforts to speak to multiple stakeholders in the education system to better understand the broader space we were working in - the world of students and sexual violence.

We spoke with multiple educations, school administrators, organizations, parents, and students to better understand their perspectives and their needs. While ERA's focus had been on undergraduate students, our research showed us that there was a segment of students that was facing high rates of sexual violence, but relatively lower media attention and focus - students in the K-12 setting.

 

Quote.001

 

 

So, how do we communicate what no one else is talking about?

Due to the privacy concerns of younger children and access, we decided to first focus on high schoolers for our intervention. Now that we had our audience, we began working with a few of them to start to ideate effective ways to talk about difficult things. We explored various media and touchpoints, trying to reach the target age group where they already are. After piecing together what we were hearing, clarity began emerging. We decided to move forward with a few pieces that would build on each other, and that reach students both in-person, as well online. We wanted to create a movement, a new future for students. 

 

... We wanted to create The New Normal.  

 


So, how do we communicate what no one else is talking about?

Due to the privacy concerns of younger children and access, we decided to first focus on high schoolers for our intervention. Now that we had our audience, we began working with a few of them to start to ideate effective ways to talk about difficult things. We explored various media and touchpoints, trying to reach the target age group where they already are. After piecing together what we were hearing, clarity began emerging. We decided to move forward with a few pieces that would build on each other, and that reach students both in-person, as well online. We wanted to create a movement, a new future for students. 

 

... We wanted to create The New Normal.  

 

Sappi Visual Presentation_Page_1

 

 

Zines are hip, right?

No, that's not entirely why we decided to create a zine. Using the insights we had found during our research with students, we realized whatever resources ERA would use had to be not only accessible, but also interactive for the age group they were working with. Zines are the perfect medium to not only communicate information, but make it an interactive experience. We also thought of scale, and designed the zine on legal paper, so that anyone would be able to print it out and construct their own zines. 

  

 

Zines are hip, right?

No, that's not entirely why we decided to create a zine. Using the insights we had found during our research with students, we realized whatever resources ERA would use had to be not only accessible, but also interactive for the age group they were working with. Zines are the perfect medium to not only communicate information, but make it an interactive experience. We also thought of scale, and designed the zine on legal paper, so that anyone would be able to print it out and construct their own zines. 

  

Sappi Visual Presentation_Page_2

 

 

Using Social Media as a Vehicle.

Aside from the in-person and physical materials, we also wanted to equip ERA with a digital strategy to meet students where they are - the 'Gram. We constructed five key messages and designed various assets and templates, along with a social media calendar to get them going. The messages were human, and accessible - key gaps we had observed in ERA's existing communications.  

1/ Lawyers can be friends.   2/The law can be made simple.   3/Advice can help.        4/ The current reality sucks.    5/ There can be a new normal.

 

 

Using Social Media as a Vehicle.

Aside from the in-person and physical materials, we also wanted to equip ERA with a digital strategy to meet students where they are - the 'Gram. We constructed five key messages and designed various assets and templates, along with a social media calendar to get them going. The messages were human, and accessible - key gaps we had observed in ERA's existing communications.  

1/ Lawyers can be friends.   2/The law can be made simple.   3/Advice can help.  4/ The current reality sucks.  5/ There can be a new normal.

 

Using Social Media as a Vehicle.

Aside from the in-person and physical materials, we also wanted to equip ERA with a digital strategy to meet students where they are - the 'Gram. We constructed five key messages and designed various assets and templates, along with a social media calendar to get them going. The messages were human, and accessible - key gaps we had observed in ERA's existing communications.  

1. Lawyers can be friends. 2. The law can be made simple. 3. Advice can help. 4. The current reality sucks. 5. There can be a new normal.

ERA Final Presentation.001

Creating Additional Materials.

Aside from the zine and social media, we also designed posters that students could place around their school to help disseminate the information and resources. Many of these posters spoke to pages in the zine, so that information could be re-inforced in small snippets. 


Creating Additional Materials.

Aside from the zine and social media, we also designed posters that students could place around their school to help disseminate the information and resources. Many of these posters spoke to pages in the zine, so that information could be re-inforced in small snippets. 

Sappi Visual Presentation_Page_3

 

...

This was one of my first communication design projects with a team, and that too, with an external client that was a non-profit. We quicky learned that establishing a cadence and relationship with our client was critical to our success, as was being the users' eyes and voice when they couldn't directly communicate their needs to our client. 

I learned that simple and clear communication is hard, hard work. There's a lot of bullshit out in the world - how do we ensure that we aren't creating more noise?

We also learned that medium comes second to the message we are delivering. That is, what we are saying is far more important that how we actually say it. The zine, posters and social media were simply a vehicle for us to communicate our message to students - that your experience matters, and that there is an army willing to help you take action. 

This was a critical project that taught me a process that required authenticity at every step, was collaborative from the first day, and more importantly - was a damn blast! 

 

 

 

TEAM

RUTVI GUPTA

JESSICA PANICOLA

ZOE BORDENET

XUJUN WANG 

 

 

CLASS / DURATION

GAMES FOR IMPACT

2 WEEKS 


 

TEAM

RUTVI GUPTA

JESSICA PANICOLA

ZOE BORDENET

XUJUN WANG 


 

SKILLS

DESIGN RESEARCH

COMMUNICATION DESIGN

STORYTELLING


 

TEAM

RUTVI GUPTA

JESSICA PANICOLA

ZOE BORDENET

XUJUN WANG


 

SKILLS

DESIGN RESEARCH

COMMUNICATION DESIGN

STORYTELLING


 

ROLE

DESIGN RESEARCH

PRESENTATION DESIGN

COMMUNICATION DESIGN

IDEATION

 


 

  

ROLE

DESIGN RESEARCH

PRESENTATION DESIGN

COMMUNICATION DESIGN

IDEATION


 

NEXT PROJECT

The Box Game

NEXT PROJECT

IBM Cognos 



 

NEXT PROJECT

The Box Game´╗┐