core design process
A user-centered campaign to bring contextually relevant COVID-19 related health messaging to parents and caregivers in Mitchells Plain.
the
audience
Love for her family motivates her actions and she will do everything she can to care for and protect them
"
Eks so moeg, ma ek worry net oor my family
"
FAGMIEDA ABRAHAMS
42 Y/O Single mother of 2 caring for a grandchild and an elderly mother
Works as a cashier at the local Pick n Pay in Promenade. She is organized, driven, friendly and enjoys talking to customers and colleagues and is a loving and caring grandmother, mother and daughter, enjoys making her family laugh and playing with her grandchild.
KNOWLEDGE & SKILLS
Able to make a penny stretch and make sure there's enough for
the family. Never got a drivers license, it would like to have a car and be mobile.
​
BEHAVIOUR
Fagmieda loves to talk to her colleagues, hear about their lives and stories. Makes decisions on what she knows from conversations with family and colleagues - word-of-mouth. A slow decision maker since she's spoken to a few people and received opposing info. She trusts the people she's spoken to and having to consider for herself takes time. She uses Facebook to keep updated with old friends and sees news updates on COVID-19 but struggles to read the small text since she can't afford to get prescription glasses. She watches the news regularly but is often distracted by a busy household and misses information at times.
ATTITUDE
She needs as much reliable information as possible to make an informed decision for herself, her children and parents. The information needs to be relatable and understandable enough for her to explain to her loved ones and answer potential questions. She is currently in a state of fear, stress and anxiety people around her have died and is looking for unbiased information.
SHANAY SAMUELS
29 Y/O mother of 2
Shenay is a Grade R teacher at a local school in Mitchells Plain who enjoys engaging with children. She spends her weekends arranging fun things to do with her children and looks forward to visits with close friends and family. She values relationships and wants the best for those around her. Volunteers in church programs and youth initiatives.
KNOWLEDGE & SKILLS
Knows how to interact and engage with children well, and struggles with indecisiveness and opposing the opinions of others.
​
BEHAVIOUR
Influenced by peers and colleagues, uses social media daily for updates on friends and COVID-19 news. Her decisions are made with a combination of emotion and fact. Emotional motivators are important but as an educator, fact and reliability is considered. A slow decision maker because it affects her family, so she takes extra time to consider consequences and possibilities but struggles to contextualize under the stressful circumstance.
ATTITUDE
She is looking for information that explains how COVID-19 news will affect her children and how the vaccine works. Motivated by responsibility and love for family. Surrounded by misinformation and conflicting ideas, is looking for a way to make sense of the news for a decision
She needs to feel like she's made the best decisions she can make to protect the wellbeing of her family.
"
"
I just don't know how safe it is, I'm worried about
my children
The need for financial stability, and has to make responsible and protective decisions.
"
Yoh, this is a tough month,
I need to make sure there's enough for school fees
"
KYLE WILLIAMS
32 Y/O Eldest sibling, breadwinner and cares for a disabled parent and 2 siblings
Kyle is a mechanic and works in a workshop in Mitchells Plain. He has good hand-skills and is able to fix just about anything. He works long hours and often does private jobs for an extra income.
KNOWLEDGE & SKILLS
Good at makin and fixing mechanical things. Has basic building maintenance skills. Struggles to read well and engage with large amounts of information
​
BEHAVIOUR
Doesn't use social media much, listens to the radio at work daily. Does not spend a lot of time with friends and isn't very tech-savvy on social media. Makes decisions quickly based in emotion and logic but doesn't always seek facts or information independently. Asks questions in the workshop about COVID-19 but is often confused by responses
ATTITUDE
The information is easy to understand and not emotionally jarring. Kyle won't have to read much to understand and doesn't feel coerced into a decision about COVID-19 and the vaccine. He needs to know how the vaccine works so that he can protect his mother and younger siblings through an informed decision.
the
plan
the
DEVELOPMENT
To understand the position and attitude of the audience, I looked at current national health messaging and that of partners. Unique, non-intimidating ways of educating and informing through colour, graphic depictions and packaging and how promotional packaging works as a user-experience.
the
campaign identity
The campaign uses Kaaps to relate to the audience through language. The process of the appearance explored a hand-written aesthetic to create a more conversational tone that would be less intimidating than current messaging.
​
A question, "Wats innie Vax?" is one commonly associated with vaccine-hesitancy and relates to the community in a language that is used everyday.
the Touchpoints-Plainsman newspaper
The Mitchells Plain local newspaper, Plainsman, will appeal to audiences that do not make use of digital platforms. The free newspaper is delivered to homes every week and the advert placements will create interest in the campaign and also have an editorial column that will discuss what the campaign is about and the panelists involved in responding to the questions posted by the audience.
the
Vax Pak
The Vax Pak is intended to create a tactile experience in contrast to all the digital information currently being used regarding health messaging. the pack will have a mask inside with the campaign identity. The different fold-out sections will be used to tell a story about the vaccination.
the
vax pak story
The story includes the basic principles of what the vaccination does in the body using Kaaps. Phases come from a confused character with thought and speech bubbles with sayings concerns associated with vaccine hesitancy. The illustration is in watercolour and organic linework to create a personal feeling and to contrast the current flat graphic style used for health messaging. The colour choices are meant to calm and soothe a stressed mind and make the information easier to retain and understand.
