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Graphic Design Intervention

for Prevention of Disability

a case study

18 July 2008

Universal Design - The Way Ahead

Tarun Deep Girdher, National Institute of Design


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tarun deep girdher Universal Design - The Way Aheadnational institute of design 18.july.2008 . ahmedabad

to design & develop aBehavioural Change Communication Strategy

for prevention of disability

Public Health Care Initiative to reduce

vulnerabilities for disadvantaged

communities in Gujarat


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key stages of the public health project -

X Build the capacity of primary level health

care providers for early identification ofdisability, prevention, and referral for

appropriate rehabilitation services


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X Consolidate linkages in between the

preventive and curative streams of public

health delivery system

XIncrease the awareness on prevention

of disability and other issues related to

disability in the community


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key stakeholders - GoG, HI

supported by BLF & SS


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pilot project implementation across 9 districts

of Gujarat - map


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Most of the work done by various agencies

in the field of impairment, disability andhandicap has been focussed on the person

with disability and their problems.


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The PWDs are often excluded from family and

society because ofhidden negative barriers

which are a result of peoples attitudes.


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PWDs themselves

their family members

and

community at large


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phase 1

understanding thescenario | communicationneed assessment

phase 2

evolving message- media strategy

phase 3

design development:content creation

phase 4

feld-testing and

validation | refnementand fnalisation

phase 5

recommendationfnal report

Our Approach to awareness building


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Knowledge, Attitudes and Practices on -

differenttypes and causes of disability

prevention of disability

earlyidentification & medical intervention

care and cure related issues

referrals, services and available benefits


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What is disability?

is defined as a restriction

or lack of ability as a result of anabnormality of structure

or function of the body.

World Health Organisation -International Classification of Impairments, Disabilities and Handicap, 1980


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difficulty or limitation in activity

problem of function or shape of body

may happen by disease , accident

or birth


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the cause -

injury due to calamity / accident / birth


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impairment -

Weakness / paralysis in legs


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the disability -

Inability to stand / walk


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the handicap -

Restricted life roles / participation


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The Parliament of India enacted

The Persons with Disabilities (EqualOpportunities, Protection of Rights

and Full Participation) Act, 1995

(PWD Act) which came into force onFebruary 7, 1996.


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Article 25 of chapter IVin the PWD (Equal

Opportunities, Protection of Rights and

Full Participation) Act,1995 specificallydetails aboutthe prevention and early

identification of the disability.


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India has more persons with disability than

population of some fairly large nations.

United Kingdom - 59 million

Canada - 30 million

Australia - 19 million

6% of Indias 1,000 millionpopulation are PWDs*

60 million

Indians arePWDs !

* conservative figure of Census 2001. UN estimates are 10-11%


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InsIghts from fIeld researchLow Awareness on the issue of disability

in rural Gujarat.

Lack of concern to accept PWDs asan equal member of the family &

community.

Attitude based largely on charity model


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causes of disability linked to fatemyths and harmful social practices

low awareness on early identification

and that timely medical intervention

can stymie disability


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what Is to be communIcated


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message - media strategy

All messages need to reach in a multi-

pronged approach.

Different target groups need to be

provided different information ondisability at the same time.


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Mainstream media (Radio & TV) would

give the generic messages on the issue

and create a critical level of awareness /

curiousity

Print media would complement this by

reinforcing key messages and givingdetailed specific messages.


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over 72 different communication products

across different media - print, TV & radio

across a period of 18 months

production & airtime costs of Rs. 43.5 Lakhs

over 174 Lakh people across nine districts


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print media > direct and reinforcing messages

48,000 . pii i 1500 vi

22,500 p 750 Phc chc i 9 ii

25,000

3,85,000 ik 7 ki iiiy

5,000 k piy k


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audio > AIR Bhuj & Ahmedabad stations

10 ji, 10 i - v 53 k

5 i py 12 i j - 960 i

5 i 10 i j - 960 i

15 i - ii 20 i -

i 960 i


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video > DD 11 (Gujarat)10 30 p 6 i -

i vy k 27 k

15 i -ii 10 i - ii v 300 i v 20 k


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> how did all this happen?

This project was done for Handicap Internationalthrough the Outreach Programmes of NID with a

core team of faculty members at NID


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institutional linkages

In the research phase, post graduate students ofCentre for Development Communication were

oriented and sensitised to the issue of disability.


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64 students were involved in the field research,

as a part of their field study module under the

guidance of NID faculty


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co-creation & collaborative design

perspective sharing with key stakeholders - Healthworkers, Govt. representatives, PWDs, NGOs, POs,

Handicap Internation & NID core team


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co-creation & collaborative design

creative brainstorming workshopinvolving the rural target audience

scriptwriters

theatre artistesillustrators

musicians

radio artistes

designersflm makers


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media-message mix

content - tool - media - time


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media-message mix

radio - TV - print / period of 78+ weeks


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content creation

scripts & actual designsinvolvement of over 20 creative professionals

sensitisation & orientation


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content creation

briefingvalidation by core team & technical validation

by subject experts


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content creation

scripts - illustrations & actual design of print tools


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understanding the visual language

back to the field i l l l i :

as h pph w sw

h s h x-fs,

cs s hc

h pph. dp shw,

(w-c, -c),

pspc, sc w, s


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pre-testing the material

seeking feedback from the audience


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urban aesthetics vs rural sensibilities


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the encouraging signals

Institutional Linkages

- Centre for Development Communication

- Blind Peoples Association- health department (Civil Hospital)

- several grassroot level organisations


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the encouraging signals

- design for the masses vs niche

- involvement of students in real-life projects

- getting sensitised and sensitising others


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design students taking it forward

Jhalak - strategy for volunteer involvement withCentre for persons with multiple disabilities

Communication material on good parenting

FrontView Funda - strategy for inclusive and

barrier free buildings - aimed at architecturestudents


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Communication material on awareness on

contraceptives for urban women

training material for micro-finance and basic

book keeping in rural enterprises

publication design on inclusive design

. . .


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If change has to come about, a

long term and multi prongedapproach has to be followed.


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Thank You

Tarun Deep Girdher,

Assoc. Sr. Faculty & coordinator, Graphic Design

Project Head, SBC communication on prevention of disability

National Institute of Design

18 July 2008

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