Sakhi

Design Project

3

Guide: Rupesh Vyas

Pooja Vasu | Semester 4 | M. Des Graphic Design 2013

Reducing anxiety level in women who go for

Mammography

Initial Understanding

Contextual research

Analysis

Pooja Vasu | Semester 4 | M. Des Graphic Design 2013

Insights

Design Intervention

What is a mammogram?

A mammogram is a special X-ray examination of the breast made with specific X-ray equipment that can often find tumors too small to be felt

Pooja Vasu | Semester 4 | M. Des Graphic Design 2013

Understanding Mammography

When & Why? After the age of 35 Self awareness.

Regular check-up

Referred for a check-up by a gynecologist

Symptoms & complaints

Where?

Private radiology test centres

Government hospitals

Private hospitals

Pooja Vasu | Semester 4 | M. Des Graphic Design 2013

Medical camps

Types of Mammography

Screening Mammograpghy

Diagnostic Mammograpghy (often combined with an ultrasound)

in the absence of any symptoms

symptom or sign of the disease

Negative: BENIGN

Positive: MALIGNANT

Pooja Vasu | Semester 4 | M. Des Graphic Design 2013

referred for the check-up

Screening

Private radiology test centres

Government hospitals

Diagnostic

Private hospitals

100%

Pooja Vasu | Semester 4 | M. Des Graphic Design 2013

Medical camps

100%

Mammography: before & after Focus area Mobile camps Private clinic Government Hospitals

Follow- ups

Negative

Self initiative Referred for a check up

Screening OR Diagnostic

Positive

Biopsy Further check up

Pooja Vasu | Semester 4 | M. Des Graphic Design 2013

Interviews

Accurate information is required at the time of the test. Educate women about the mammogram

Prapti Iyengar

good results in early detected cancer case.

Survival rate is 100% Dr Jayashri Patil There should be an increase in the number of women going for screening mammography

Dr Gauri Amonkar

Pooja Vasu | Semester 4 | M. Des Graphic Design 2013

Preventive Oncology department : TATA Cancer Hospital | Indian Cancer Society

Pamphlets distributed in 3 languages: Hindi, Marathi & English by TATA Hospital, Preventive Oncology Department

Hope Express: Cancer Detection van for women.

Booklet about how to detect Breast cancer early.

Also includes similar information about cervical cancer

Mobile Mammography camps held in different communities Pooja Vasu | Semester 4 | M. Des Graphic Design 2013

Insights

Anxiety is more during

a Diagnostic Mammography Screening Mammography reduces the stress level and also a better result: negative

Pooja Vasu | Semester 4 | M. Des Graphic Design 2013

Re defined brief

To encourage women between 30-45 yrs of age to go in for SCREENING

MAMMOGRAPHY

Pooja Vasu | Semester 4 | M. Des Graphic Design 2013

Design Intervention

Encouraging them to take this step

Giving them exact information about the process & what to expect

Negative

Self initiative

Screening

Pooja Vasu | Semester 4 | M. Des Graphic Design 2013

Positive

Target group Urban women

Working woman

Rural women

Not working Medical camps

PUBLIC SECTOR

Health check up packages

PRIVATE SECTOR

INDEPENDENT PROFESSIONALS

ICS lecture/ NGOs

NGOs

Gynecologist Workplace Rotary club (organizations) Indian Cancer Society

Pooja Vasu | Semester 4 | M. Des Graphic Design 2013

Persona study

Keep poseponing the check up Cannot happen to me It’s uncomforatble, painful, sensitive Afraid of radiation Health check ups Campaigns Gynecologist Pooja Vasu | Semester 4 | M. Des Graphic Design 2013

Life partner

Close friends

Circle of support Immediate family members Pooja Vasu | Semester 4 | M. Des Graphic Design 2013

Cousin

Best friend

Sibling

We always have that one person at every stage in life we are closest to, depend on

Aunt

Pooja Vasu | Semester 4 | M. Des Graphic Design 2013

Pooja Vasu | Semester 4 | M. Des Graphic Design 2013

Coexistence I’m responsible for not only my health but also for my loved one’s heallth

Pooja Vasu | Semester 4 | M. Des Graphic Design 2013

Proposed model

Initiative

Stage I

Stage II

Stage III

Stage IV

PSA

Health check up schemes at workplace

Self generated mail

Check up

Portal about Mammography

Video about Mammography

Pooja Vasu | Semester 4 | M. Des Graphic Design 2013

PSA existing ads

Concepts Using terms only women know about and spread the word related to breast.

Character based PSA and app : AUNTY ACID

October is breast cancer awareness month.

No specific campaign urging women to go in for mammography

Pooja Vasu | Semester 4 | M. Des Graphic Design 2013

Health check up schemes

Existing model

PUBLIC SECTOR

Working woman

Private Sector

on the 35th birthday of the female employee

< 50 yrs old Each women is given Rs 3500 once in 2 years for her health check up

Initiative

Redirect the money from the medical accounts for a mandatory mammogram check up by the firm

Only lectures

by ICS or NGOs

Has reserved amount for birthdays and other occassions Pooja Vasu | Semester 4 | M. Des Graphic Design 2013

Different touch points

Spa

Gym

Places where women do activities together which could be roped in as a part of campaign

Pooja Vasu | Semester 4 | M. Des Graphic Design 2013

Shopping

Psycho educative tools & web portal

What is mammography?

How should I prepare for the test?

How is Mammography performed?

Mammogram

What should I expect from the results?

Cancer

Pooja Vasu | Semester 4 | M. Des Graphic Design 2013

What next?

Existing Breast cancer portals

Gives more than required information Emphasis is on Breast Cancer and not on Mammography No proper direction on what to expect from the test

Pooja Vasu | Semester 4 | M. Des Graphic Design 2013

Information Architecture

What you should know about Mammography?

Reduce your risk

Signs & Symptoms

Mammography centres near you

VIDEO self generated email

to be played at the waiting room

in mobile mammogram vans

Pooja Vasu | Semester 4 | M. Des Graphic Design 2013

Tell someone who needs a mammogram to be done

Story board & script Mammography is not a painless preocedure Highlight the safety factor involving the radiation No realistic images

Pooja Vasu | Semester 4 | M. Des Graphic Design 2013

Animation screens

Pooja Vasu | Semester 4 | M. Des Graphic Design 2013

Way forward

PSA script Campaign execution Media planning Visual exploration : Video | Web portal

Pooja Vasu | Semester 4 | M. Des Graphic Design 2013

References www.webmd.com/women/picture-of-the-breasts www.youtube.com/watch?v=otgiErCgwNg www.youtube.com/watch?v=t4Ia8CFHw7E www.youtube.com/watch?v=yfbQBxvURUo www.macmillan.org.uk/Cancerinformation/Testsscreening/Breastscreening/Themammogram.aspx www.cancer.gov/cancertopics/factsheet/detection/mammograms https://tmc.gov.in/ betterafter50.com/2013/10/mammogram-waiting-room-anxiety/ www.youtube.com/watch?v=jpYYfTM1HkY Design for Care by Peter H. Jones

Pooja Vasu | Semester 4 | M. Des Graphic Design 2013