Anupa Joshy
Goals of
Campaign
Short Term Goal
Educate people about the seriousness of Schizophrenia and, using these tools, make them understand the everyday troubles of people who suffer from this illness. This will further help people to sympathise rather than stigmatise people who have Schizophrenia and treat them like fellow human beings.
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Long Term Goal
Understanding the full extent of Schizophrenia will redefine what the illness means to people. This will help to provide people with Schizophrenia equal opportunities for employment and eradication of unfair treatment.
Meaning Behind the Name
The term “REDEFINE” means,
“to change the meaning of something or to make people think about something in a new or different way / to re-evaluate to change.”
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Schizophrenia is a severe mental illness that consists of hallucinations/delusions and can sometimes even disable a person. It is wrongly associated with violence. These people are constantly suffering from unfair treatment and scrutinizing judgment. The brand name needed to tell everyone the same - that it’s time for the misunderstandings to be shunned and treat them as fellow human beings.
The initial name for the project was “We’re all the Same”, which initially felt like a way to express union and equality between everyone. Later, the name was changed to something more direct for the audience.
Target Audience
Educated Teen and Up for Indian Audience
​Educate people about the seriousness of Schizophrenia and, using these tools, make them understand the everyday troubles of people who suffer from this illness. This will further help people to sympathise rather than stigmatise people.
Campaign Structure
E for Eye of Grey Sisters
E for Eye of Grey Sisters
E for Eye of Grey Sisters
E for Eye of Grey Sisters
TO EXPERIENCE
Obtain first-hand experience of the illness to create empathy.
TO SPREAD AWARENESS
Provide important and comprehensive information about Schizophrenia.
E for Eye of Grey Sisters
E for Eye of Grey Sisters
E for Eye of Grey Sisters
E for Eye of Grey Sisters
Brandmark
Logo Structure
As the campaign's name is long, a clear typographic logo with a dynamic element was decided to be the brandmark. As they are both unique entities, they can also stand alone. The dynamic element signifies a chaotic but beautiful plumeria flower that is highly resilient in the harshest weather and soil conditions. Much like people who have Schizophrenia are treated to societal judgements and the chaos they suffer. But despite the chaos surrounding them, the flower depicts that they are still human beings who have a heart, are beautiful, and deserve equality. Each person experiences different symptoms and different circumstances. Hence, the dynamic flower element is free to change in size and design.
Font
Initially, each part of the project used an individual font, but after reconsideration, a universal font - Titillium, is used across all elements.
Iterations
Version
One
The previous logo didn’t capture the message of the cause and hence it was changed.
Research Tools
Crafting a project around such a delicate topic needed information that was completely accurate and dependable. Schizophrenia is an illness that does not have enough research, or the research was completely outdated. Hence, it was necessary to articulate the information for the design through intense research that was right and would convey the correct information.
The project consists of -
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In-depth research into the topic
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Talks with professional doctors and counsellors
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Detailed Survey results
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One-on-One Interviews
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Visit to a School
Conversations
The collaborative project was significantly shaped by the insights of the doctors and counsellors from NIMHANS. Their discussions with us, as designers, provided a unique perspective on mental health issues and potential solutions. These conversations guided us towards a direction that would effectively raise awareness among the public.
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Despite the challenges, I was able to find someone with Schizoaffective Disorder online who was willing to share his experiences. This digital connection allowed him to explain how the illness affects him and the stigma he has faced.
Research Scope
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Make people more aware of Schizophrenia and break the existing myths associated with it.
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Understand the difficulties of the illness.
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Find strategies to help people come out and share their stories.
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Reduce isolation & discrimination in everyday life.
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Regard them as human beings who are capable of living everyday lives as they fight the illnessss as well as the society.
Survey and Interviews
To understand the full extent of stigma embedded in society, a strategized stigma questionnaire in coordination with Dr Preethi from the Wellness team of Srishti was developed with a set of 14 questions. The questions were used in a survey that could be passed around social media easily and was also used in the one-on-one interviews.
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Participants for the Online Survey : 152
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Participants for One-on-One Interview : 15
Research Visit
Schizophrenia generally starts at around the age of 15. Hence, as a part of the research, I contacted a school to understand their mental health policies, how they attack mental health illnesses, teachers’ and students understanding of mental health via a workshop.
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I had the fantastic opportunity to conduct a workshop at Deens Academy and understand how they perceive mental health in a school environment. Discussions with teachers were conducted, and I involved all the students in a very interactive talk to understand their feelings about the issues at their age.
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They were particularly interested in the audio simulation I had created, and they even stayed back during lunch to engage in the experience of Unusual UNO.
