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Project Name: Dear Caregiver
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Dear Caregiver,
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This project was done as part of the Design and Art Direction Award competition, my chosen brief was by 21 grams, It was an open brief wherein I had to create awareness amongst the caregivers, about the stress that caregivers have to face, the toll it takes on their mental and physical health and also lead them to a doctor's appointment. My solution uses pharmacies as touchpoints for these caregivers.
Project Type: Academic project DandAD Open Brief
Mentors: Milan Moudgill
Duration: 3 weeks
Explainer video for the solution
Millions of young adults have to act as caregivers to their loved ones. They give medications, change bandages, operate equipment, act as interpreters in conversations with health care providers and more, caregiving does take a toll on the caregiver's life. A caregiver can be caring for a loved one, an acquaintance, a family member, a neighbour, friend or even their pet animal
According to a recent survey by the Indian Institute for Population, multigenerational families have risen by 2% and caregiving has always been part of living in multigenerational families. Apart from that, the convergence of Covid-19 has also led to a rise in the caregiving roles many young adults play in their families, wether they live in the same household or not
I identified chemist shops (both online and offline), Residential Welfare Associations, Mohalla Clinics and Public Dispensaries as touchpoints for these young caregivers as they need to get medicines for their loved ones frequently
Throughout these touchpoints, one thing that is common and universal throughout India are these brown paper bags in which the medicines come in. Utilising this touchpoint, my proposed solution is an awareness campaign communicated through the brown paper bags
Inside the brown paper bag there is a pamphlet, in the form of a short comic, aims at empowering them and leading them to making an appointment with a mental health professional through the barcode on the last page
Scanning the barcode opens up a list of free or affordable mental health professionals, their phone numbers and their website links
Behind the scenes
Process: This project made me realize the importance of understanding the brief. I was pushed to think what the brief asked of me everyday by my mentor and to my surprise, I would have a slightly different understanding of it every time
Learning: Creating a prototype always helps visualize better and a relatable character (if characters are being used) to your target group is necessary and finished better than perfect is the way to go for me
Market Research
Paper Testing
Ideation
Ideation
Test Prints
Test Prints
TARIKA JAIN PORTFOLIO 2023
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