eighth iterati by tania jiménez: designing for social change
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Designing for social change:
Joining the dots between Design, Ethnography and Community
by Tania Jiménez / May 2012
Design
Design
Process to solve a specific problem
Fonction + Creativity
Designers = Problem solvers
Tool
What is the impact?
System thinkers
Ethnography
ethnos (people) + grapho (write)
Understand cultures and contexts
Field research
Qualitative
Listen before assuming
Empathy + Humility
“As Mark Twain once said, ‘It’s not what you don’t know that gets
you into trouble. It’s what you know for sure that ain’t so.’ If we
want to create breakthrough innovations, we’ll need to set aside
preconceived notions about ‘the way things are,’ learning instead
to watch and listen carefully for clues on how we might design a
better future.”
—Tom Kelley, IDEO
Community
Why you want to work in that project?
Participative systems
Design “with” not “for”
DesignEthnography
Community
Community-based design
Immerse yourself
Build trust
Be realistic
Be a system thinker
Confront controversy
Identify the community’s strengths
Use local resources
Design with the community’s voice
Create pride + ownership
Sustained engagement
Inspiration: © Andrew Shea
Case 1: Reelizations
RECRUITMENTf
Equipment
Recruitment
Identity &Messaging
StafCapacity
Curriculum
Volunteers
Funding
In order to really rock at empowering NYCHA kids, Reelizations needs to take a big step back and understand its work in the grand scheme.
OBJECTIVE 1
Graduate 30 students by Spring 2011, equipped with technical skill and demonstrated creative voice
STRATEGY A IDENTITY
Re-brand Reelizations, launch Web site, produce posters by Oct 1st 2011
TACTICS: See ‘Heard + Scene: Reelizations Brand Identity’
STRATEGY B RECRUITMENT Add 100 interested students to database by year’s end
TACTICS: See ‘Focus on Growth: Recruitment Strategy’
STRATEGY C EVENTS
Hold 2 large scale events to publicize success of Reelizations projects.
TACTICS: See ‘Focus on Growth: Pop-up Film Fest’ overview
OBJECTIVE 2
Raise funds to support cost of part-time Reelizations staff
STRATEGY A FUNDRAISING
Apply for 4 - 5 grants from youth media funders
TACTICS: See ‘Raising Bucks: Know the Players, Get Ready to Play’
STRATEGY B VOLUNTEERS
Engage 5 volunteers throughout the 2011-12 school year
TACTICS: See ‘Raising Bucks: Tapping into the Film/Video world’
STRATEGY C CURRICULUM
Build and test updated curriculum, finalize standard curriculum for 2012 school year.
TACTICS: See ‘Focus on Growth: Curriculum’
GOALTo empower the next generation of NYCHA students with video skills
Know the players, get ready to play
Resources
Do not forget to:Ask students to create an individual project and a community-centered team project. Ideally this project would be related to issues that ERDA is taking care of.
Have brainstorming and media review sessions.
Screen a short documentary and lead a critic/analysis session.
Invite speakers from the community.
Other resourcesManhattan Neighborhood Network Youth Channel
Global Action Project
Media Awareness Nework (CA)
ArtStart (NYC)
Adobe Youth Video
Bay Area Video Coalition
Adobe Youth VoicesThe McCormick FoundationGrantmakers in Film & Electronic MediaThe W. Clement & Jessie V. Stone FoundationThe Funding Exchange Paul Robeson — Fund for Independent MediaThe Open Society
Stuart Foundation report on Youth Media workYouth Media Learning NetworkNational Alliance for Media Arts & CultureYouth Media Reporter
What the fancy folks are sayin’
Reelizations creatively engages young people living in NYCHA neighborhoods, equipping them with real-world video production skills to develop their own personal narratives around the issues faced by their communities.
FINANCING
CURRICULUM
STUDEN
T
DRIV
EN
GETTI
NG
ORGANIZ
ED
SPEC
IAL
CLASS
ID
EAS
GET IN
THE
SC
HOOLS
It is important to understand how the success of each aspect of your program is inextricably bound to each other. Remember the value of prioritizing various aspects of the Reelizations work.
Students submit Op-Eds to local newspapers.
Create Facebook & Twitter accounts. Have students send updates at the beginning and/or end of each class.
Students create a recruitment video for Reelizations.
Offer a prize to the student who recruits X members and put their name in a “Wall of Fame”
Start a data base of potential students and follow up within 1-week of meeting new candidates.
Create ‘sign-up’ sheets: at EVERY event, don’t let anyone go by without signing up.
Have goodie bags to offer to potential students.
Have testimonials and fun stories of former students at any event you put on.
Post snazzy new posters at & near key schools.
Visit high-schools for a short presentation and Q&A session.
Invite students to talk about their experience at Reelizations.
Host a “Bring a Buddy” info meeting, offer free refreshments.
Invite successful professionals in the community.
REEL EYES FILM FEST3
THE BIG MOVING PICTURE1FOCUS ON GROWTH2
Stories start in our neighborhoods
An opportunity for the Reelizations group to showcase their videos. An event that brings exposure of the program to gain public support and maximize visibility. Linking Reelizations with the rest of the organization in a public realm. Giving each participant a moment in the spotlight. Create buzz to recruit new members.
CONCEPTA week/month long event showcasing the student’s work and promoting the club. Guerrilla-style screenings which may take place “sporadically” or pre-planned depending on the repertoire of students work.
An outlet to highlight eRDa resources. ex. linking event to the college access program.
Strategy Design for East River Development Alliance / Youth Media ProgramProject created by: Tania Jiménez, Etienne Pham, Mollie Ruskin and Chris Seabrooks / SVA * 2011
Reelizations_Poster.indd 1 11-09-05 8:53 AM
“Reelizations creatively engages young
people living in NYCHA neighborhoods,
equipping them with real-world video
production skills to develop their own
personal narratives around the issues
faced by their communities.”
Case 2: moitié-moitié
(Half & Half)
A series of culinary activities in order to bring people together.
Strengthen and create new meaningful, close and trusting relationships between French-Canadians and immigrants in the social sphere in Montreal.
SOCIAL ISSUE
“Social design needs to be expansively conceived beyond
trained designers to include end users and social participants.
[…] It is a larger activity that depends upon design in all its forms
—thoughts, processes, tools, methodologies, skills, histories,
systems— to contribute to the needs of a larger society. […]
It can help us frame how we want to live in the future.”
—Andrew Shea
Designers, we need to reinvent ourselves.
