Adolescent Pregnancy

DIYORA SAIDMURADOVA GR 620 Visual Thinking Fa l l 2 0 1 8 1

> SAFE 53X IS COMMITTED TO INFORMING TEENAGE GIRLS ABOUT THE RISKS OF AN EARLY PREGNANCY IN CONTRA COSTA COUNTY, CA.

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C ONT E N T S 05

TOPIC RESEARCH

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PERSONAS

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BR AND IDENTIT Y

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VISUAL SYSTEM AND POSTER

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DELIVER ABLES 5

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TOPIC RESEARCH D I SCOV ER

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T OPICS

FOR THIS PROJECT, I REVIEWED AND DID RESEARCH MANY TOPICS, AND TOPICS WERE SERIOUS AND NOT SERIOUS. I WANTED TO CHOOSE A TOPIC THAT REQUIRES PUBLIC ATTENTION AND ACTION. IN THE PROCESS OF RESEARCHING AND DISCOVERING, I GOT AN IDEA ABOUT THE PROBLEM OF TEENAGE PREGNANCY IN CALIFORNIA. DELVING DEEPER INTO THIS TOPIC, I REALIZED THAT THIS IS A PROBLEM OF SOCIETY AND COMMUNITY WHERE WE LIVE.

CHOSEN FINAL DIRECT ION Teen pregnancy and childbearing are at historic lows and there has been impressive progress on both fronts in all 50 states.

for all racial and ethnic groups, and in some cases the gap in teen birth rates by race/ethnicity has narrowed, but disparities remain.

The teen birth rate in California declined 77% between 1991 and 2016. Even so, in 2016 there were 21,412 births to teens. Most teen births in California (81%) are to older teens (age 18-19). It is also the case that 13% of all teen births were to teens who already had a child. The public savings in 2015 due to declines in the teen birth rate totaled $596 million. Teen birth rates have fallen

The teen pregnancy rate, which includes all pregnancies rather than just those that resulted in a birth, has also fallen steeply, by 72 % between 1988 and 2013 (the most recent data available). As of 2013 there were 56,990 pregnancies among teens age 15 to 19 in California.

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PERSONAS

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PERSONAS

TEENAGE GIRLS WHO LIVE IN CONTRA COSTA COUNTY, CALIFORNIA, BETWEEN THE AGES OF 13-19. THIS PROJECT IS ABOUT GIRLS WHO HAVE NOT YET REACHED ADULTHOOD AND LACK EDUCATION AND INFORMATION ABOUT REPRODUCTION, TEENAGE PREGNANCY AND EARLY ENGAGEMENT OF SEXUAL ACTIVITY.

To better understand who my target audience is, I have done some research on the data of teenage pregnancy in recent years. I have found that most teens who don’t know about the risks of early pregnancy are getting pregnant. Data shows an early pregnancy occurred those teens who don`t learn about their sexual health.

For this, my target audience is teenage girls who are not familiar with the risks of early sexual activity and the problems that may arise from early pregnancies.

TARGET AUDIENCE Teenage girls who live in Contra Costa County, California, between the ages of 13-19. This project is about girls who have not yet reached adulthood and lack education and information about reproduction, teenage pregnancy and early engagement of sexual activity.

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MARIA DEMOGRAPHICS Age: 15

Sex education:

Grade: 10 th

Interest in education:

Family: Parents and two brothers

Unprotected sex:

Location: Lafayette, CA

Relationships with parents:

>>>>>> >>>>>> >>>>>> >>>>>>

TRAITS She is a happy girl who lives with her parents and brother. She enjoys to spend time doing her favorite hobbies. She has lots of good friends with whom she likes to hang out and do activities.

HOBBIES:

DATING: Dating with Ryan for 4 months.

MOTIVATORS:

CURRENT FEELINGS:

TRIED SEX:

Yes

HAD UNPROTECTED SEX:

Yes

Doodling and Playing a piano

LIFE GOALS: She is thinking about to take the next

steps in her education, wants to communicate with peers and participate in curricular activities.

Education and self improvement.

She wants to hang out more often with her boyfriend.

FRUSTRATIONS: > Ryan is always busy > Her parents often call her

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MIA DEMOGRAPHICS Age: 16

Sex education:

Grade: 11 th

Interest in education:

Family: Single mom and two sisters

Unprotected sex:

Location: Antioch, CA

Relationships with parents:

>>>>>> >>>>>> >>>>>> >>>>>>

TRAITS CURRENT FEELINGS:

Watch movies and snapchatting

Be independent of her mother and marry a cool guy.

DATING:

MOTIVATORS:

She broke up with her boyfriend a month ago, and now she is dating a guy who is 18 years old

TRIED SEX:

Yes, twice with her EX.

HAD UNPROTECTED SEX:

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HOBBIES:

She is comfortable with her social life, and she likes to have fun with her friends. Last few days she feels sleepy and sad.

Once

LIFE GOALS:

She loves to be the center of attention, and wants to become an actress.

FRUSTRATIONS: > Worried if she is pregnant from her EX. > Nausea > Thinks about how to help her mom get out of debt.

HAN NA DEMOGRAPHICS Age: 16

Sex education:

Grade: 11th

Interest in education:

Family: Single mom and four siblings

Unprotected sex:

Location: Richmond, CA

Relationships with parents:

>>>>>> >>>>>> >>>>>> >>>>>>

TRAITS CURRENT FEELINGS:

She feels sick and doesn’t want to go to school. She wants to drop out of school and work to buy food and clothes.

usually drunk.

DATING:

MOTIVATORS:

She has no serious relationships. But

she can have sex on the first date.

TRIED SEX:

She has regular sex

HAD UNPROTECTED SEX: she forgot condoms at home

Few times when

HOBBIES: Nail art LIFE GOALS:

To move out of her mother who is Fashion, parties and friends.

FRUSTRATIONS: > School > The pregnancy test came back positive, but she doesn’t trust the test results. > Her mom`s drinking alcohol > Family Income: 70k with child support payments

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BRAND IDENTITY

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CREAT IVE BRIEF

FOR THE CREATIVE BRIEF OUR GOAL WAS TO DEVELOP A BACKGROUND OF OUR PROJECT, CREATE A TARGET AUDIENCE, DEVELOP OBJECTIVES OF THE TOPIC, CREATE A SINGLE MINDED PROPOSITION (SMP) AND KEYWORDS THAT WOULD REPRESENT THE PROJECT.

PROJECT OBJECTIVE

KEYWORDS

To inform teenage girls about the risks of an early preg-

PROVOCATIVE

nancy in Contra Costa County, CA.

A SINGLE MINDED PROPOSITION

Using this word I want to cause emotions and, perhaps, disagreement with my campaign that would provoke reactions of teenagers. Provocative sayings and pictures will help me better convey a visual message to my target audience.

“Safe 53X. Be Cool, Cover it.”

PREVENTION

BACKGROUND Nearly all teen pregnancies are unplanned – that is, teens themselves say they did not intend to get pregnant or cause a pregnancy. More and more, teens are able to match their intentions with their actions.

California has a high rate of teen pregnancy at 59 per 1,000 teens age 15-19. The teen birth rate in California declined 77% between 1991 and 2016. Even so, in 2016 there were 21,412 births to teens. Most teen births in California are to older teens, age 18-19. It is also the case that 13% of all teen births were to teens who already had a child. Teen birth rates have fallen for all racial and ethnic groups, and in some cases the gap in teen birth rates by race/ethnicity has narrowed, but disparities remain.

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This word has the most significant meaning in the project since the project’s goal is to prevent early and unwanted teen pregnancies. By using this word in the project, I want to emphasize that this project will encourage to avoid this problem.

CLEAR This word carries several meanings; it is the clearness of thoughts and the confidence of partners to each other. Using this word, I also want to show clear designs that will strongly convey a visual message to my target audience.

MESSAGES PREVENT TEEN PREGNANCY LEARN HOW TO BE SAFE SHARE LOVE GET CARE LEARN & PREVENT

CREAT IVE BRIEF

VISUAL ELEMENTS

DELIVERABLES

PROVOCATIVE

WEBSITE

> COLOR ELEMENTS Neon green, Neon purple, Black and White

> IMAGE/ILLUSTRATION ELEMENTS Pictures in distorted and uneasy style.

> GRAPHIC DEVICES ELEMENTS Reflection of text. The effect of cut. Typographic elements.

> TYPOGRAPHIC ELEMENTS Two different typefaces. Titles- All-caps bold sansserif. Combined typeface weights for body copymedium and light sans serif.

I want to create a website that will advertises and includes a component of pregnancy prevention, including sexual decision making information, contraception information that explicitly notes pregnancy prevention, or communication/negotiation information. will provide important information about adolescent pregnancy risks, nearby clinics addresses and will include educative materials about the project.

Size: Desktop Quantity: 5 pages

MOBILE APP I will design a mobile app for teenager girls to daily reminder for taking birth control pills, and period flow tracker app. Also an app will provide an effective ways to reduce the risks of early teen pregnancy through safe sex tips.

Size: Mobile Quantity: 6 screens

SOCIAL MEDIA MARKETING I want to promote the website and mobile app on Instagram and Facebook, where is most concentrated and actively engaged my target audience. I want to utilize motion graphics and slideshow ads where I will inform teenagers about the risks of unwanted pregnancy.

Size: Facebook, 1200 x 630 pixels Quantity: 1 motion graphics and 1 slideshow ads Size: Instagram, 1920px x 1080px (video), 1080px by 1080px Quantity: 1 motion graphics and 1 slideshow ads

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L OGO DEVEL OPMEN T

AFTER RESEARCH AND DEVELOPMENT, WE NEEDED TO CREATE A ROUGH SKETCHES OF OUR LOGO. THE NEXT STEP WAS TO CONTINUE DEVELOP OUR LOGO DIRECTION ON COMPUTER. THE DIRECTION THAT I WAS WORKING WAS SUGGESTED BY OUR INSTRUCTOR, JEREMY STOUT. WHEN ROUGH COMPUTER COMPS WERE DEVELOPED, WE MOVED TO CREATE A COMPUTER TIGHT COMPS.

ROUGH S K E T CH E S

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ROUGH L OGOS

L OGO REF IN EM EN T S

CHOSEN FINAL DIRECTION To better understand who my target audience is, I have done some research on the data of teenage pregnancy in recent years. I have found that most teens who don’t know about the risks of early pregnancy are getting pregnant. Data shows an early pregnancy occurred those teens who don`t learn about their sexual health.

For this, my target audience is teenage girls who are not familiar with the risks of early sexual activity and the problems that may arise from early pregnancies.

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L OGO DEVEL OPMEN T

AFTER REFINEMENTS THAT I MADE, OUR INSTRUCTOR RECOMMENDED ME TO CHOOSE A LOGO THAT WOULD BE EASY TO READ AND UNDERSTAND BY MY TARGET AUDIENCE.

F INAL L OGO

L OGO CL EARANCE ZON E

Safe 53X logo requires clear-space or clearance zone to allow the identity to breath and to maintain the integrity.

The clearance should be based on the height of the Safe word taken from the logo at its size in use.

No other items or furniture should be placed within this zone.

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T YP OGRAP HY

Aa

ABCDEFGHIJKLMN OPQRSTUVWXYZ

SAFE 53X

abcdefghi jklmn opqrstuvwxyz

safe 53x

Carbon

012345678 9/?!# 23

COL OR P AL E T T E S

RGB 255 255 CYMK 29 82 0 0 # 773ec1

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100%

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RGB 119 62 193 CYMK 69 85 0 0 # 773ec1

RGB 41 253 50 CYMK 60 0 100 0 # 29fd32

MOOD BOARDS

IN ORDER TO UNDERSTAND THE MOOD OF THE PROJECT, WE CREATED MOOD BOARDS TO REPRESENT OUR PROJECTS IDEAS VISUALLY. I CREATED THREE VISUAL DIRECTIONS ON THE BOARDS. I BELIEVE, THAT THE MOOD BOARDS PERFECTLY CONVEY A VISUAL LANGUAGE AND SENSE OF MY PROJECT ABOUT TEEN PREGNANCY.

The project`s mood board`s keywords are; Provocative, Prevention and Clear.

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POSTERS

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POS T ERS

TO CREATE A VISUAL SYSTEM AND COHESIVE DESIGN, OUR NEXT STEP WAS TO CREATE POSTER SKETCHES.

CHO S EN DIREC T ION I chose this direction, as it`s emphasizing a girl`s face and has a strong visual message to my target audience. I wanted to create a minimalistic yet informative visual message. My idea was to use specious negative, and visual hierarchy to emphasize the main text of the poster.

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VISUAL SYS T EM

TO CREATE OUR PROJECT`S VISUAL SYSTEM, OUR NEXT STEP WAS TO IDENTIFY THE ELEMENTS THAT INCLUDE THE VISUAL SENSE OF THE FINAL POSTER. THE WORK SHOULD PRESENT THE ELEMENTS THAT INCLUDE OUR VISUAL SYSTEM. THE TASK`S GOAL WAS TO CLEARLY IDENTIFY ALL ELEMENTS FROM OUR POSTERS.

CHO S EN DIREC T ION I created four poster to better understand what visual direction I need to choose. Each poster is created in minimalist style. I wanted to created a design that would be attractive for the teenagers and they would read all important information on the poster that I want to convey. I worked with typography and images in uneasy style. For all of my posters I used bold all-caps sans-serif typeface that are visually contrasting with the backgrounds of the posters.

Based on feedback from our instructor, I chose the fourth poster. I think that it strongly conveys a visual message about my project through a photo and bold neon title. For the poster, I chose a photo of the girl behind the plastic sheet that she is pulling as if she closing from the viewers. I think that this image can persist provocative emotions and feelings about a covered girl, and thus can help achieve my goal to convey the visual message about the risks of early pregnancy.

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VISUAL SYS T EM

IN THIS STEP WE NEEDED TO IDENTIFY THE VISUAL ELEMENTS AND SYSTEM FROM OUR POSTER.

> COLOR ELEMENTS Neon green, Neon purple, Black and White

> IMAGE/ILLUSTRATION ELEMENTS Pictures in distorted and uneasy style.

> GRAPHIC DEVICES ELEMENTS Reflection of text. The effect of cut. Typographic elements.

> TYPOGRAPHIC ELEMENTS Two different typefaces. Titles- All-caps bold sansserif. Combined typeface weights for body copymedium and light sans serif.

> COMPOSITIONAL ELEMENTS Visual hierarchy and high visual contrast. Visually balanced composition and negative space.

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DELIVERABLES

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WEB SI T E

AFTER THE VISUAL SYSTEM WAS CREATED AND APPROVED, OUR NEXT STEP WAS TO CREATE A WEB SITE IN THREE DIFFERENT DESIGN DIRECTIONS. EACH OF THE THREE DIRECTIONS SHOULD BE DIFFERENT BOTH COMPOSITIONALLY AND CONCEPTUALLY WHILE AT THE SAME TIME USING SAME VISUAL SYSTEM WE WORKED OUT ON THE PROTOTYPE.

For the first deliverable - website, I created three different concepts within my visual system style. I included the pictures in uneasy and distorted style, used the bold titles to emphasize visitors attention to the main visual messages of my project. My goal for the first deliverable is to achieve a cohesive design that I have shown in the poster design. I tried to create websites that would convey a visual message to my target audience by utilizing pictures of teen girls. I`m using neon colors; purple, green and tried to convey a sense of youthfulness.

For the first version of a website I chose contrasting background; gradient of purple and white colors. For the second version of the website, I chosen the white background to create a strong visual hierarchy. The negative space helped me achieve a visual contrast and balance on the pages. For this version, I used light photo filters to create a sense of lightness. The last version looks similar to the second one, but the structure of the website is different. I like the asymmetrical balance of the pages that create a cohesive design. I like the first version of the website most, as it is has a strong visual hierarchy that would help my target audience easily navigate the website.

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WEB SI T E THRE E DIR ECT IONS

CHO S EN DIREC T ION After discussions and feedback, I decided to go further with the first visual direction of the website.

For the first version of a website I chose contrasting background; gradient of purple and white colors. On the white background, I placed all important information in bold sans-serif typeface with reflecting effect and subtitles in smaller typeface size to create a visual hierarchy. Some of the information was placed on the purple background, but to create a visual contrast and readability I used white color for the body copy. I used information about teen pregnancy risks and prevention that I found on websites. I also add some elements from third version.

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WEB SI T E FINA L WEBSIT E

SAFE 53X WEBSITE PROTOT YPE

After discussions and feedback, I decided to go further with the first visual direction of the website.

For the first version of a website I chose contrasting background; gradient of purple and white colors. On the white background, I placed all important information in bold sans-serif typeface with reflecting effect and subtitles in smaller typeface size to create a visual hierarchy. Some of the information was placed on the purple background, but to create a visual contrast and readability I used white color for the body copy. I used information about teen pregnancy risks and prevention that I found on websites. I also add some elements from third version.

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IMAGERY In order to create a cohesive visual design, I used images of teenagers in uneasy and distortion style. You can see it on the website and in other two deliverables that I used the same style to create a robust design that would attract viewers attention.

WEB SI T E T YP OGRAP HY I used all caps bold Carbon typeface for the titles, subtitles and body-copy. I like this typeface for its dramatically different type weight that help me create a strong visual hierarchy. I used neon purple for titles, black for subtitles and body copy.

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WEB SI T E F INA L WEBSIT E

CU T T I T L E S To make the project cohesive and look the deliverables catchy, I used the cut effect for the website titles. I tried not to use this effect for subtitles or other text that would not visually annoy the viewers.

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MOBIL E APP

THE GOAL OF THE SECOND DELIVERABLE WAS TO CREATE A DESIGN THAT SHOULD BE CREATED WITH USING OUR VISUAL SYSTEM. TAKING OUR CUE FROM THE FIRST DELIVERABLE WE NEEDED TO CREATE THREE DIFFERENT DESIGN DIRECTIONS FOR SECOND DELIVERABLE. EACH OF THE 3 DIRECTIONS SHOULD BE DIFFERENT BOTH COMPOSITIONALLY AND CONCEPTUALLY WHILE AT THE SAME TIME USING OUR VISUAL SYSTEM.

For the second deliverable I created a mobile app for teenager girls to daily reminder for taking birth control pills, and period flow tracker app. Also an app will provide an effective ways to reduce the risks of early teen pregnancy through safe sex tips. I created three different user interfaces but used the same visual system.

I tried to emphasize the color, typography and imagery from my visual system to create a strong and cohesive mobile application design.

CHO S EN DIREC T ION On the advice of our instructor, I chose the first design direction, since it best represents my visual system. The first design shows the strong visual contrast and balance that is connecting to the website design.

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MOBIL E APP FINA L APP

SAFE 53X MOBILE APP PROTOT YPE

After discussions and feedback, I decided to go further with the first visual direction of the mobile application.

For the first version of the app, I chose contrasting background; gradient of purple and white colors. The mobile application has the function of reminding teens to take pills, the function to add a user’s daily mood, a calendar to track the menstrual cycle and useful information about protected sex and unwanted pregnancy.

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ICON S AN D T YP OGRAP HY For the app I used white light icons on the contrasting backgrounds to achieve a visual contrast. I used the same typeface for the app and website, Carbon light, regular and bold to create a visual hierarchy.

IMAGERY Same with the website design, I used same visual direction and style of the images for the mobile app. I used gradient colors and lower opacity to create a sense of easiness and low visual contrast.

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MOBIL E APP FINA L APP

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SOCIAL MEDIA MARK E T ING

TAKING OUR CUE FROM THE FIRST AND SECOND DELIVERABLES WE NEEDED TO CREATE THREE DIFFERENT DESIGN DIRECTIONS FOR SECOND DELIVERABLE. EACH OF THE 3 DIRECTIONS SHOULD BE DIFFERENT BOTH COMPOSITIONALLY AND CONCEPTUALLY WHILE AT THE

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SAME TIME USING OUR VISUAL SYSTEM.

TWO CHOSEN DIRECTIONS I created six different videos on the Adobe After Effects in the same visual effect. In the videos I emphasized teen girls in different environment. I also created a motion graphic by using 2D graphic elements, that shows my topic`s main point.

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SOCIAL MEDIA MARK E T ING FINA L MOT ION GR AP H I C S

F AC E BOOK MO T I O N G RA PH I C

For the third deliverable I chose to create two motion graphics for social medias; Facebook and Instagram.

I want to promote the website and mobile app on Instagram and Facebook, where is most concentrated and actively engaged my target audience. I want to utilize motion graphics and slideshow ads where I will inform teenagers about the risks of unwanted pregnancy. I created one video for Facebook and one for Instagram. They both visually similar and have the same visual effects and type treatment. I used landscape video for the Instrgram, since in addition to upgrading the paltry 640 pixel square to a more robust 1080 on July 6, 2015, Instagram also added support for nonsquare images on 2016.

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INSTAGRAM MOT ION GR AP H I C

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SOCIAL MEDIA MARK E T ING FINA L SLIDESHOW ADS

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DIYORA SAIDMURADOVA GR 620 Visual Thinking Fa l l 2 0 1 8 56