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Second diploma proposal


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  • 1. Avantika Poddar | Visual Communication Design Diploma project proposal 1.0 Date of submission: 20th June
  • 2. Proposal Name of Company: National Geographic Areas of work: Television and Magazine Location: Bangalore Address: 150, Infantry Road, Embassy Point, 3rd Floor, Bangalore 560 001. Client supervisor: Sama Adil Telephone number: 91 90080 28294 Landline: 080 66947827 Email: Stipend: NONE Budgetary components: Research expenses and final prototype budget Blog address:
  • 3. The focus of the project is to Visualize, Create and Document the “Go Green” campaign for National Geographic, Bangalore. What is “Go Green”? “Go Green” - Bangalore is a National Geographic endeavor to bring to light the current state of neglect of the garden city, while emphasizing the fact that what each citizen does, counts, to save the cityʼs green cover. The campaign aims at promoting greater public understanding in Bangalore on what threatens the earth and what we can do to stop it. Aspects of “Go Green” currently Adopt a tree, Zero plastic, Bring back birds to Bangalore What other aspects I have proposed, with initial research is Development and maintenance of Lakes, Recycling, Using CFLʼs instead of bulbs, E waste, Use water preciously, Use energy star appliances and switching off lights and fans when not in use. Scenario Anil is 25 yrs old and lives at R.T Nagar in an apartment with his friend who also is his work colleague at Philips Innovation. Every Morning he wakes up at 7:00 am goes out for a walk in the garden opposite his house. He walks for about 1 hour and subsequently after that he sits with a couple of his neighbors in the garden and discusses all what is happening in Bangalore city and around the world. He then goes home showers, eats something and he goes with his friend on his bike to office. On the way out on the main Bellary road they see a lot of trees being cut that morning, realize that the road being
  • 4. broadened, and continue on towards the office. At work Anil reads about the road being widened, and the trees being cut; he feels bad, but decides that there is nothing he can do about it. On his way home from work that day, he sees that people in the garden he walks in every morning, demolishing and cutting the trees. He walks up to them to enquire why and is informed that they are going to construct a traffic diversion circle there to aid the smooth diversion of traffic. He returns feeling upset and disgraced, but still he feels like there is nothing he can do to change the situation. The need of “Go Green” In Bangalore the technological revolution has resulted in fundamental changes as to how and where people work, live and play in modern day society. Such change has brought with it challenges commonly associated with unpredicted growth and has both direct and indirect effects on the natural environment. The environment is a global concern today. Around the world including Bangalore pollution levels have reached alarming peaks. The effect is there for all to see. Environmentalists have been warning of the catastrophic effects of high pollution levels. Global warming and the green house effect are already taking a toll on the environment. Today there is a sense of awareness in the individual as there are lots of existing groups of environmentalists taking up initiatives of awareness of issues related to the environment that are important and can make a difference. But the one point lacking is providing the citizen with a platform to take an initiative, which is simple, easy and free and it doesnʼt take too much from them. As the individual is aware, he or she has very less power to act than a group of people would have together. A group of people can even influence the lawmakers of the country. Hence there is a need for a campaign that can bring groups of people together to act and cause something powerful and inspiring so we can have laws to protect our environment.
  • 5. Also since all that is green need not be ecological and sustainable. ʻGreenʼ goals at times have led to environmentally disastrous scenarios. By using raw materials that have high use of energy and those which need high maintenance and operations, what looks like an innocent green could end up ruining the environment. There needs to be a campaign to give corrective information and create the right awareness in people. In all of this National Geographic is a Brand that has always been associated with a concern for issues relating environmental awareness, conservation and global warming. Their “go green” campaign is just one of several initiatives to promote awareness and give their readers and viewers solutions to environmental issues. During my research and through the above scenario, it is clear that citizens lack the awareness and platforms to come out and take initiative to prevent and speak out against environmentally detrimental policies. . This campaign would give people of Bangalore to do their bit to go green. The main goal of “Go Green” To visualize the entire go green campaign starting July to April, where I will be providing them with visuals solutions for the environmental issues related to Bangalore. These solutions will create awareness about the project amongst the citizens of Bangalore and enroll them to participate in the campaign actively. The Target Audience of “Go Green” For the over all campaign the target audience would be any citizen of Bangalore. But for the smaller individual campaigns the User group would differ, based on where the campaign is happening.
  • 6. Research questions into the journey of “Go Green” • What are the different aspects that are a threat to the earth and need focus today, especially Bangalore city? • Studying other various green initiatives around the world to ask, why they have failed? Or why they have been successful? • Who are the people in Bangalore city who need to be aware about this campaign and need to take action? • What can be the various modes of communication through which these people can be reached? • What will be the message that will provoke the thinking of the citizens? What I propose for “Go Green” • The need of the project being a holistic and an integrated campaign that provides awareness and a platform for citizens to take action. • There should be interactivity between the citizens and the interface that gives them the opportunity to take action on the various issues put forward by the campaign. • A coordinated campaign for Awareness, Knowledge and action • A campaign that provides messages that are simple, positive and solution oriented and concrete Why do I want to do “Go Green” This project will enable me to really help me display my skills that I have learnt over the past two years. The skills I will require are right from marketing, management and communication. The topic covered by this project is also something I strongly feel for, this is one chance where I can give back to the city. This project will also give me the prestigious opportunity to work with national geographic.
  • 7. Approaches and Process of “Go Green” Since this is a client project, a part of the research has already been done so reflecting back on their research and a way to take it forward will be : • Directors Interview at Nat geo office • Interviewing other NGOʼs • Looking at other Green initiatives. • Interviewing the Target Audience. • Understanding the brand National Geographic • Participatory Workshops • Films, Documentaries • Visiting people who practice being green • Visual documentation through photographs. Materials Resources for “Go Green” • National Geographic Websites, Magazines • Gramarg an eco group and other groups • Films, photographs • Citizens of Bangalore • Authorities and Decision Makers in the city • Books • National geographic database library
  • 8. Learning Outcomes from “Go Green” • To understand the Issueʼs related to going green and learning how to come up with effective solutions of Visual communication. • To Learn to use different tools of research and the various methodologies effectively. • To demonstrate skills of effective communication, playing a role of a facilitator and displaying Sensible Design aesthetics. • Learning how a campaign has to be managed right from start to end. • Organizing events that will include learning skills such as Public relations, effective planning and engaging the user in the cause. • A multidisciplinary approach to the campaign will give me a wide scope of learning.
  • 9. Schedule date for six reviews a) July 7th b) July 20th c) August 3rd d) August 30th e) September 7th f) September 21st List of deliverables expected from the client • A presentation/ plan of how the whole campaign will look like from July to August • Prototypes of communication materials and any other products required in the campaign. • Managing and implementing a part of the campaign as per required by the client. • Documenting the entire campaign. • A set of merchandising for National Geographic.