1 Maya Omar Smrd11part3

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1 Maya Omar Smrd11part3

  1. 1. Young Child Survivaland Development 23

  2. 2. What do you think of this? 24

  3. 3. UNICEF is using cues that maynot reflect donors’ desiredreality. For example, in one campaign video, the use of the phrases “access and influence” as well as the military style trucks portrays UNICEF as a dominating presence. Could that conflict with the caring nature of UNICEF’s work? What metaphor could show UNICEF’s global reach without appearing dominating? 25

  4. 4. Sender – Message - Receiver The message The receiver The sender (explicit and (donors and (UNICEF and its implicit) receivers) staff) 26

  5. 5. ACTION action action action ACTION action ACTIONaction action ACTIONaction action actionACTION Approach action action ACTION The Research ACTION action actionACtion action action action action
  6. 6. How
to
Probe
the
Subconscious
•  Would
you
describe
this
image
to
me?
This
is
a
bridge
 going
into
the
fog,
and
I’m
barely
seeing
the
other
end.

•  What
does
this
image
represent
to
you?
This
represents
 planning
for
the
future
but
not
really
knowing
the
 future.
Not
being
able
to
see
what’s
in
front
of
you,
but
 trying
our
best
to
plan.

•  If you were to put yourself in this picture, where would you be? I would say I’m towards the beginning of the bridge, hoping that I can see most of what’s there.•  What are you thinking as you look into the fog? Looking into the fog is scary to me. It makes me think I have to take a leap of faith.•  Because words mean different things to different people, what does a leap of faith mean to you? A leap of faith to me means stepping out and trusting in what I know to be true and hope, oh Lord, that you’re going to take care of us.•  How does it feel when you take this leap? Where are you leaping to? Where are you leaping from? 28

  7. 7. How to Probe the Subconscious Follow the participant’s natural train of thought Ask for imagery and metaphors throughout (theyare the basis of the interview, not a supplement) Ask for imagery even for basic concepts like “happy” 29

  8. 8. “Not like players, but if Englandwins, I’ll be out in TrafalgarSquare Celebrating witheveryone.”“I support Action Aid. I am on theirteam, so to speak.”IDENTITYTeamTogetherBelongingIdentity 30

  9. 9. “I buy Twix often.Can’t live without it.Walk in store to change,end up with Twix.“TIMINGInstantGratification(Timing)DifferentHabit 31

  10. 10. “A perfect book, perfect movie,perfect actress; AudreyHepburn. I don’t want to seeplay and spoil specialmemories.”NOSTALGIAHistoryMemoriesNostalgiaContinuityHuman Face 32

  11. 11. Example of being in a highPlace, doing something stupidand falling down really low.SLIPTrust builds up slowly,drops fast.1=5Misplaced loyalty. 33


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