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What do you see? A Strategy to Promote Positive Change For Unorganized Workers In a Single-Window-Service in Karnataka, India An Example for Design, Communication and Advocacy

An ongoing project by GIZ (Deutsche Gesellschaft f端r Internationale Zusammenarbeit) in collaboration with Department of Labour in Bengaluru, South India. 1


Communication is a problem-posing dialogue between equals engaging in praxis, not merely information dissemination. Strategic Communication-For Behaviour and Social Change in South Asia, United Nations Childrens Fund


Content and Process

3. DEVELOPMENT & TESTING includes message development and pre-testing of visuals

2. STRATEGIC DESIGN

Branding, Visual Identity Print Media Brand Campaign For Single Window Service

includes communication objectives, channel choice, implementation and M&E Plan Strategic Communication Plan Visual Language Learnings

1. EXPANDED ANALYSIS is divided into a situation analysis and a communication and audience analysis Background Strategy Field Research Expanded Analysis

4. IMPLEMENTATION & MONITORING includes capacity building Photography, Billboards TV spots Education Entertainment Website Marketing Vehicle

5. EVALUATION & REPLANNING includes testing and redesign/ planning Evaluation and Replanning Logic Model 3


Situation Analysis 1.

EXPANDED ANALYSIS

Good communication design addresses knowledge, attitudes and practices through identifying, analysing and segmenting audiences and participant groups. It involves gender specific research of the perception of the participants we seek to reach and their perception of a sign system. 4


Situation Analysis 1.

EXPANDED ANALYSIS

Our interpretation of images, symbols and graphic language depends greatly on our cultural language. There is very little uniformity between different cultures. “It is a great misconception to assume that graphic information becomes magically accessible to everyone, everywhere when you remove words.” (Evamy, Michael: World without Words, 24, Crown Publishing Group (2003)

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Situation Analysis 1.

EXPANDED ANALYSIS

More than 94% of INDIA’s workforce is engaged in the unorganised sector, in smallscale farming, and in small businesses. These Unorganized Workers have generally no information about their entitlements and therefore no access to pensions, healthcare or other forms of social security. In Karnataka, information about and access to these schemes has been made easier by the Cooperation between the Department of Labour in Karnataka, in collaboration with Deutsche Gesellschaft f. Internationale Zusammenarbeit (GIZ).

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Field Research 1.

EXPANDED ANALYSIS

Since 2008 unorganized workers have access to efficient and improved social security services via newly established worker facilitation centres (WFCs) in five districts in Karnataka. In spite of the efforts made by the GIZ, there is still a lack of information and awareness about Social Security Schemes within the society in general and the Unorganized Workers and Government stakeholders in particular.

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Field Research 1.

EXPANDED ANALYSIS

Method: Interviews with individuals and groups using a questionnaire and cards with illustrations. Audiences, Participants

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Field Research 1.

EXPANDED ANALYSIS

What do you see?

What do you watch?

Visual Language Semiotics

Communication Channels

Goal: Develop a Communication Strategy and Multichannel Brand

What and how do you use? User Interfaces, Cellphones, Internet

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Field Research 1.

EXPANDED ANALYSIS

The examination of print material and images, used as information material shows that unspecifically designed visuals do not communicate with/to participants. Unorganized Workers have in their majority no access to the internet and cannot make sense of cliparts and other signs globally used. ! 10


Field Research 1.

EXPANDED ANALYSIS

Testing of visual design: On the right the old logo which uses random cliparts, not related to the visual language of Unorganized Workers. The illustrations on the left were newly developed.

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Field Research 1.

EXPANDED ANALYSIS

The research documents not only that 80% of our interviewees watch TV, but also which specific channels are preferred by women and men.

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Field Research 1.

EXPANDED ANALYSIS

The research shows that 79% of our interviewees own an average of 2 cellphones with basic technology per family, from those only 15% use it to send, receive sms. 19% use the cellphone to listen to radiostations. None of the participants had internet access.

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Visual Communication 2.

STRATEGIC DESIGN

The research lead to the design of •  An integrated communication and PR plan •  A visual language, accessible to all •  A new visual identity and brand •  Print media •  TV spots and radio jingles •  Photography, billboard ads

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Strategic Communication: Integrated Communication and PR plan 2013 2.

STRATEGIC DESIGN

The strategy aims to: •  Use visual communication to stimulate positive change leading to behaviour change •  Build relationships with the most important stakeholders •  Develop and coordinate advocacy on key messages •  Create a strong brand for the SINGLE WINDOW SERVICE and ensure consistent brand identity •  Develop a specific visual language which communicates with stakeholders (Semiotic) •  Strengthen communications between different stakeholders •  Achieve positive media coverage which shows that the SWS are delivering results •  Use Entertainment Education •  Develop effective top down, bottom up and peer-to peer transfer of ideas, messages and information •  Establish mechanisms for results based monitoring and evaluation of joint communications 15


Strategic Communication: Integrated Communication and PR plan 2013 2.

STRATEGIC DESIGN

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Strategic Communication 2.

STRATEGIC DESIGN

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Visual Language 3.

DEVELOPMENT & TESTING

Visuals used in communication campaigns which intend to persuade and change behaviour have to use a vernacular visual language or adaptations of the same. They have to be specific towards detail Right: Illustrations for the Calendar 2015 for the Panchayats (village councils). The calendar promotes the SWS brand.

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Visual Language 3.

DEVELOPMENT & TESTING

Colourful, flat depictions, which do not use perspective and are large enough, work best. Photos which show “real people� work equally good. Many UOWs cannot afford to wear glasses, and cannot read or see smaller letters or illustrations. Printed material cannot be the only and first choice, since it is often unpractical for people who do not have bookshelfs and is often used best to light the cooking fire in the evening. 19


Visual Language 3.

DEVELOPMENT & TESTING

Illustrations for Construction Worker Welfare Board

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Design Print Media 3.

DEVELOPMENT & TESTING

The illustrations went through a cycle of testing and redesigning multiple times before they “worked�. The participants were very specific towards details. A tool, the crop growing on the field and the footwear of a worker have to look right.


Design Visual Identity 3.

DEVELOPMENT & TESTING

Logo design for Single Window Service (Centers) inspired by rangolis or kolams which women in South India draw in front of their houses every morning.

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Design Visual Identity 3.

DEVELOPMENT & TESTING

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4.

IMPLEMENTATION & Monitoring

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Design Print Media 3.

DEVELOPMENT & TESTING

Brochure (bilingual), which fits into shirt pocket and poster for CWWB, which translates risks and benefits into a visual language.


Design Print Media 3.

DEVELOPMENT & TESTING

RSBY Brochure, shirt pocket size brochure and poster, which translates the health insurance into a visual language.


Design Print Media 3.

DEVELOPMENT & TESTING

This RSBY Poster depicts different Unorganized Workers, who are potential beneficiaries.


Design Print Media 3.

DEVELOPMENT & TESTING

Calendars for Panchayats (Village Councils). 2014 and 15, 20.000 copies


Design Print Media 3.

DEVELOPMENT & TESTING

Testing of RSBY Poster and Visual Language with different Unorganized Workers


Brand Campaign For Single Window Service 4.

Implementation and Monitoring

Photography campaign on commercial vehicles and billboards. Advocay and PR campaign “This is for me. And for you.�

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Brand Campaign For Single Window Service 4.

Implementation and Monitoring

Photography campaign on commercial vehicles and billboards. Advocay and PR campaign “This is for me. And for you.�

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Brand Campaign For Single Window Service 4.

Implementation and Monitoring

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Brand Campaign For Single Window Service 4.

Implementation and Monitoring

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Brand Campaign For Single Window Service 4.

Implementation and Monitoring

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Brand Campaign For Single Window Service 4.

Implementation and Monitoring

Photography campaign on commercial vehicles and billboards

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Brand Campaign For Single Window Service 4.

Implementation and Monitoring

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Brand Campaign For Single Window Service 4.

Implementation and Monitoring

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Brand Campaign For Single Window Service 4.

Implementation and Monitoring

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TV Campaign For Single Window Service 4.

Implementation and Monitoring

7 TV spots, 30 to 60 sec Advocay and PR campaign, Education Entertainment

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Website For Single Window Service 4.

Implementation and Monitoring

www. SWS-Karnataka.org (work in progress)

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Campaign Vehicle For Single Window Service 4.

Implementation and Monitoring

A model for Public Private Partnership

Vehicle as Marketingtool: Community Mobilisation

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Campaign Vehicle For Single Window Service 4.

Implementation and Monitoring

Exhibition, music and dance, and other forms of education entertainment can be part of events in villages and empower Unorganized Workers to sign up for different social security schemes

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Ongoing 5.

EVALUATION & REPLANNING

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Translation/Interviews: Johnny Jaganath TV Spot Production: Firiri Film, Nanki Jasal, Veecheet Dhakal Management/Strategy/Concept/Design/Visual Language/Photography/Evaluation: Sabina von Kessel

Some of my latest work is here www.sws-karnataka.org (concept, design, photography) www.sabinavonkessel.com 44


Brochure “What  do  you  see?”,  Sabina  von  Kessel,  published  by  GIZ  2013  

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Profile for Transcultural Design Consultancy International

"Social Security for Unorganised Workers-Single Window Service" for GIZ, IGSSP  

Portfolio of the communication campaign and media implementation for the GIZ in Karnataka, South India. It indicates the role of inclusive v...

"Social Security for Unorganised Workers-Single Window Service" for GIZ, IGSSP  

Portfolio of the communication campaign and media implementation for the GIZ in Karnataka, South India. It indicates the role of inclusive v...

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