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03 ⁄ 08 ⁄ 2011

GAME A non–prof it orga n i zat ion com m it ted to st udy ing ga mes benef icia l to sen ior hea lt h a nd com mu n it y educat ion

_G raphic De sign

_ MFA T he sis

_G AME

_ Propose d by Hsinju Phoebe Chen

_ ID#024576 88


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_Ch e s s A two –player board game and each player begins the game with six teen pieces: one king, one queen, t wo rooks, t wo k n i g h t s , t wo b i s h o p s , a n d eight pawns


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Project Summary

G A M E i s a non–pr of it or g a n i z at ion s upp or t e d b y s t at e lo t t e r y a nd c a si no t a x r e ve nue . T he goal of GAME is to promote games benef icial to senior hea lt h. T he mission is to educate t he elderly to play games responsibly, to enjoy them in moderation and to stay connected to the community. This project will provide educational information and encourage senior citizens to experience gaming, ga mbling or physica l spor t s in a hea lt hy way.


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_Crick e t Fig hti ng O n e o f t h e p o p u l a r a n c i e n t C h i n e s e g a m b l i n g . T h e h e i g h t o f c r i c k e t f i g h t i n g wa s b e t we e n t h e s u m m e r solstic e a nd au tumn e quinox

GAME


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T h e w or d , G A M E , i s a n a c r on y m s t a n d s f or g ain a n e d g e , a c t i va t e yo u r b rain p o w e r, m o d e rat e yo u r b e h a v i o r s a n d e x p a n d yo u r n e t wo rk . 01 Ga in a n Edge  T he f i r s t of t he s e pr i nc iple s w i l l ac qu a i nt t he e lde rly a nd t heir fa m ily a nd f r iends w it h c omp r e h e n s i v e i n f or m a t ion a b ou t b e n e f i t s o f g a m e s a n d s p or t s . 02 Ac t ivat e You r Bra i npower  T h e second w ill help players pick t he best suited act iv it y for t heir development needs. 03 Moderat e You r Behav iors  T h e t h i r d pr i nc iple w i l l pr ov ide t ip s t o p r e v e n t o b s e s s i v e b e h av ior s . 04 Expand Your Net work  T he four t h step w ill promote communit y c r e at ion b y u r g i n g pa r t ic ipat ion i n g a me s a s s o c i a l ac t i v it ie s . _ gain

_ activate

_ mode rate

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Fac t

M a n y s t ud ie s h av e f ou nd a p o s it i v e a ss o c i at ion be t ween senior hea lt h and gaming, gambling or s p or t s . T h at's b e c au s e phy sic a l ac t iv it y, me nt a l cha llenges a nd socia l connec t ion ca n ma int a in ment a l ag ilit y and post pone cog nit ive decline c au s e d b y d e m e n t i a . H e nc e , ou r pr oj e c t w i l l create a socia l ne t work by prov id ing cha lleng ing ac t iv it ies for re t irees and t heir family members.

_Fro nta l Lo be G ove r n p e r s o n a li t y, emotions, problem s o l v i n g , r e a s o n i n g and motor

_Tempor a l Lo be Manage the function of hearing, language and spe e ch

_ B r a in Stem R e g u l a te b a s i c body functions


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_ Pa rie ta l Lobe Control sensor y

_Occipita l Lobe Manage vision

_Ce rebe llu m C o n tr o l b a l a n c e a n d c o o r din a ti o n


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_Ch in e s e Ch e s s A g a m e r e p r e s e n t s a b a t t l e b e t we e n t wo a r m i e s , w i t h t h e o b j e c t o f c a p t u r i n g t h e e n e m y 's “g e n e r a l ” p i e c e


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Context

“I’m happy e ven if I don’t win the prize because someone benefits from my purchase.” Delong C hen 78 yea r– old re t ired const r uc t ion worker, Miaoli, Ta iw a n


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A s to ry I n s pi r e d M e

Buy ing lot ter y t icke t s is one of my g ra ndfat her’s favor it e pas t i mes fol low i ng h is re t irement. He t r a c k s t h e o d d s o f lo t t e r y w i n n i n g nu m b e r s i n h i s jou r n a l. O nc e a we e k , he pl ay s fou r– c olor cards and Chinese chess, while hanging out w it h his re t ired f r iends. T he y ge t toge t her follow ing t heir af ter noon naps, sit around on park benches a nd fold i ng c h a i r s, d is c u ss t he i r f a m i ly, a rg ue a b ou t p ol it ic s , b e t mone y a nd e nj o y t he g a me s . T hese lot ter y t ickets and games keep him enter tained, mentally ast ute and connec ted w i t h h i s c om mu n i t y. I n c ont r a s t , m y f at he r i s t he on l y one i n m y fa m ily who is st rongly opposed to ga m ing. He is a d i l ige nt m a n, a lw ay s work s h a r d a nd ne ve r ga mbles, not to ment ion t a k ing r isks. My fat her has had t he same job for 30 years and he do e sn’t t r ave l muc h. He t h i n k s ga mes a r e ju s t a w a s t e of mone y. T he s e f a m i ly s t or ie s h ave le d me t o r e a l i z e t he i mp or t a nc e of me nt a l s t i mu l at ion a nd phy sic a l ac t iv at ion for s e n ior s a nd a lso i nspi r e d me t o de ve lop my t he si s on t h i s t opic .


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_My Grandfather, Delong Chen

_ PIG EON R ACING T h e s p o r t o f r e l e a s i n g s p e c i a l l y t r a i n e d r a c i n g p i g e o n s , w h i c h t h e n r e t u r n t o t h e i r h o m e s o v e r a c a r e f u l l y m e a s u r e d d i s t a n c e


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_ B ingo A g a m e o f c h a n c e p l a y e d w i t h r a n d o m l y d r a w n n u m b e r s w h i c h p l a y e r s m a tc h a g a i n s t n u m b e r s that have been pre – printed o n 5 b y 5 m a t r i c e s


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Goals

0 1 S t i mu l a t e br a i np o w e r o f t h e e ld e r l y b y e n c o u r a g i n g t h e m t o p a r t i c ip a t e i n g a m e s t h e y e nj o y. 0 2 P r o v i d e t o ol s t o h e lp s e n ior s d e l a y d e m e n t i a . 0 3 P r e v e n t o b s e s s i v e g a m b l i n g b e h a v i o r s b y e d u c a t i n g r e s p o n s i b i l i t y a n d m o d e r a t i o n .


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_ Re s ea rch e s S t a t i s t i c a l d a t a a n d r e s e a r c h e s to m a ke t h e s i s s u b j e c t s t r o n g


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Research Approach

Q u a l i t a t i ve R e s e a r c h A p p r o a c h 0 1 Inter v iew represent at ives of eight audience t y pes like sen iors, resea rchers a nd mat hemat icia ns, a n d t w o p o t e n t i a l au d i e n c e s s u c h a s r e l i g iou s leader s a nd t hose opposed to ga mbl ing. Q u a n t i t a t i ve R e s e a r c h A p p r o a c h 0 2 Search st at ist ica l dat a associated w it h dement ia prevent ion, mental agilit y, physical act iv it ies and s o c i a l n e t w or k .


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_ Stree t G amb li ng S e n i o r p l a y a c a r d g a m e i n t h e c i t y o f N a n j i n g i n C h i n a


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Messages and Audiences

O ve r a l l M e s s a g e s _ P r omo t e g a me s b e ne f ic i a l t o s e n ior he a lt h Specific message considerations _ Ga i n b e ne f it s f r om g a me s a nd phy sic a l s p or t s _ O b t a i n s upp or t i n g e v ide nc e f r om e x p or t s _ Plan healthy and secure life following retirement _ C r e at e a l a r ge s e n s e of c om mu n it y


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Ta r ge t Au d ie n c e s

Sen ior O ver 65 S e n ior s w h o w a n t t o b e m e n t a l l y a l e r t a n d s t a y c on n e c t e d t o t h e c om mu n i t y.

Re sea rchers & Mat hemat icia n s M a t h e m a t i c i a n or t h o s e w h o s p e c i a l i z e i n g a m i n g or a g i n g d i s e a s e .

Hea lt h Ca re P rov ider C a r e t a k e r s o f s e n ior s .

Fr iend s & Fa m ily Members F a m i l y m e m b e r s a n d f r i e n d s o f s e n ior s .


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K e y M e s s a g i n g Pe r A u d i e n c e C r e a t e c om mu n i c a t ion ap p r o a c h e s b a s e d on o u r f o u r t a r ge t au d i e n c e s , r e s p e c t i v e l y :

Key Messages 0 1 Emphasi ze t he i mpor t a nce of ment a l c ha l lenges, s o c i a l c on ne c t ion, a nd phy sic a l ac t iv it y

Key Messages 0 2 C r e a t e a s o c i a l n e t w o r k w i t h p r o f e s s i o n a l s u p p o r t a n d g u i d a n c e .

Key Messages 0 3 P r o v i d e s e c u r e r e t i r e d l i v i n g s u r r o u n d i n g s f or s e n ior c i t i z e n s

Key Messages 0 4 Su p e r v i s e t h e w e l l –b e i n g o f t h e e l d e r l y


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S ta k e h o l d e r s & I n t e r v ie ws

T he i nt e r v ie w s w it h s e n ior s ove r 65 t h at I conduc t ed over t he cou r se of t wo mont hs have f a m i l i a r i z e d me w it h t he d a i ly pr ac t ic e s a nd p r e f e r e n c e s o f t h e e ld e r l y. Mo s t o f t h e e ld e r l y w e r e v e r y op e n a n d lo v e d t o t a l k . S om e o f t he m u s e d t o play Ma hjong, a ga me of sk i l l a nd c a lc u l at ion c om mon ly pl aye d b y fou r pl aye r s , but stopped play ing because of healt h disabilit ies, l i k e b a l a n c e d i s o r d e r, c h r o n i c d i s e a s e a n d memor y impair ment. Only some of them can still r e a d n e w s p ap e r s or b o ok s du e t o d e c l i n i n g e ye sig ht . T he i r s t or ie s we r e s ad ,but at t he s a me t i me i n s pi r e d my s olut ion s–ba s e d pr oje c t . I w i l l sh a r e t he s e p os t–r e t i r e me nt s t or ie s of my sources and int roduce enter t a ining and challenging Asian–st yle games, including Chinese chess, Mahjong and Sudoku, to the American public.


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S ta k e ho ld e rs 1 Seniors Over 65

6 Mathematicians

2 Family Membe r s

7 Ne ologists

3 Middle – age d Adults

8 Cultural A nthropologists

4 A mateur Playe r s

9 Casino Investor s

5 Profe s sional G ame r s

10 Challenging Game Producers


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_ M a hjong A g a m e o f s k i l l , s t r a t e g y a n d c a l c u l a t i o n i nvo l ve s a c e r t a i n d e g r e e o f c h a n c e


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Success Criteria

0 1 C r e at e s u it able de sig n a nd de l ive r able s t h at m e e t t h e n e e d s a n d a c c e s s i b i l i t y o f m y t a r g e t aud ie nc e s b y m at c h i n g t he s ubje c t m at t e r i n t e r m s of t one , s t y le a nd c on si s t e nc y. 02 P rov ide i n for m at ion a nd de l ive r ables i n a w ay t h at f it s i nt o t he l i fe s t y le a nd pr e fe r e nc e s t h at i nt e r v ie w s r e ve a le d. 0 3 C om mu n ic at e w it h aud ie nc e s b y u si n g de sig n s o lu t i o n t o r e p r e s e n t a c o n s i s t e n t f e e l o f book le ts, audio books and promot ional mater ials for t a r ge t aud ie nc e s .


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Material MAtrix


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_ Au d io Books C D P a c k a g i n g

_ Book le t s

M at e r ia l M at r i x


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Ga in a n Edge Encompass thorough information about dementia and associated benef its of gaming, gambling and physical spor ts to health in the elderly. Act ivate You r Bra inpower Gather convinced researches related to the topic and classif y t y pes games and spor ts. Moderate You r Behav iors Prevent obsessive gambling behaviors by educating the impor tance of responsibilit y and moderation. E x pa nd You r Net work Contain inter view records and share some seniors’ stor ies which help to ex pand t heir net work. V isua l St a nda rd s Create v isua l com mu n icat ion g u idelines of ident it y system for desig ners.

Aud io Book s & Book let s 0 1 O f f e r au d io b o ok s f or t h e e ld e r l y t o c a t e r t o t h o s e w i t h p o o r v i s i o n a n d b o o k l e t s f o r t h e i r f a m i l y m e m b e r s t o r e a d .


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M at e r ia l M at r i x

Su n r ise Event s 0 1 I nv it e r e t i r e e s a nd t he i r f a m i l ie s t o pl a y g a me s or ph y s i c a l s p or t s t o ge t h e r. 0 2 P rov ide Ch i ne s e–s t yle ga mes i nc lud i ng Ch i nes e c h e s s , f o u r– c olor c a r d s a n d m a hj on g.

Ca mpa ig n 0 1 Launch an adver tising campaign include a website a nd fou r pos t er s to a n nou nce t hose e vent s. _Chinese Chess


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_ M a hjon g

Location to Consider T he ne ig hb orho o d s ne a r c hu rc hes, pa rk s or com mu n it y c e nt e r s.

_Web s ite

_ Pos te rs


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C h a l l e n ges

Important Challenges to Consider 0 1 S ome p e ople a r e opp os e d t o m a k i n g b e t s a nd g a mbl i n g ac t iv it ie s . 0 2 Mo de r at ion a nd r e s p on sibi l it y m ay b e h a r d t o e n for c e i n s ome i nd iv idu a l s . 0 3 Connecting the dots bet ween academic research a nd le isu re ly ac t iv it ies of ga m i ng, ga mbl i ng a nd phy sic a l s p or t s m ay b e c h a l le n g i n g.


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GAME SMARTG AME.OR G


GAME Creative Brief