Generation — (RED)
®
Immersive Exhibition
Immersive experience featuring ribbons and ballons that tell the story of (RED)
Introduction
Convey (RED) concept to more people and inspire them to participate in the fight against AIDS. The aims are for the next AIDS-Free Generation. (RED) is working to prevent Mother-Child transmission of HIV by providing mothers with life-saving medication.
Scope for users
Users who are looking for a fast, convenient and reliable online shopping experience
My Role
Visual branding design for the event
physical exhibition experience
Duration
2016.1 - 2016.5
Problem review
(RED) is an NGO that aims to support projects to fight diseases worldwide through the sale of red products and fundraising.
(RED) want to raise public awareness of (RED) through immersive exhibitions and selling (RED) products. But most people don't realize the importance of (RED). In addition,
the young generation is less involved in giving to donate than older wealthy people.
Problem Statement
How might we create an interactive exhibition that stimulates the young generation to participate in donation activities through purchasing (RED) products？
Why this project?
The young generation is less to participate in charity
Fundraising Statistics:
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The average donor in the United States is 64 years old and makes 2 charitable gifts a year.
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Traditional fundraising method has limited influence on the young generation, like direct email, phone Solicitation, Door-to-Door Solicitation, and Text-to-Give.
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Reasons why the young generation doesn't participate in charity:
1. Lack of financial stability: younger generations may not have as much disposable income.
2. Lack of trust in charities: They are skeptical of charities and where their money is actually going.
3. Different priorities: paying off student loans, preparing down payment on a house, or starting a family.
4. Lack of awareness: may not be aware of the impact of charitable donations.
Initial idea & validation with survey
Bridge the gap between young generation awareness and the goal of charity
As for me, I don't have the awareness to participate in charity activities, causing no extra money to donate. In addition, traditional donation itself isn't a fun activity. We quickly validated this idea with 32 survey responses. Young people are willing to participate in charity by buying branded products they are familiar with or social activities.
Do you willing to participate in charitable social activities?
How much do you want to pay for (RED) products?
Would you like to show your (RED) products to prove that you are in (RED) campaign?
Diving into the social activities that young generation enjoy
01/ Secondary Research
I analyzed published articles, reports, and relevant non-profit organization websites to learn current population and landscape in charity activities.
02/ Competitive Analysis
Besides (RED) events, I analyzed other successful events and activities with high participation and discussion to conclude what factors make them successful.
03/ Semi-structured Interviews
We interviewed 13 participants, 5 with and 8 without donation experiences to understand what motivates them to participate in charity. We found key insights using affinity diagramming.
Key Findings
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1. 55% of people who engage with nonprofits on social media take action in charity.
2. Events are generally perceived as fun, they usually attract a large number of people.
3. Peer-to-peer fundraising allows nonprofits to reach varying pools of potential donators.
Peer-to-Peer
fundraising
Events
Social media
Events, social media, and peer-to-peer fundraising are the most effective ways to achieve charity aims for the young generation.
1. Engaging environment makes attendees have a longer enjoyable experience and good memories.
2. Seamless execution can make activities go smoothly and create a positive experience.
3. Creative content and effective marketing attract more attention before/after events.
Seamless execution
Happy to share
Creative
Engaging
The majority of successful events create engagement and fun experiences with design strategies for their attendees.
1. Young people are willing to participate with people who have the same interests.
2. Similar experiences make them involved in charity, like family or friends with a particular health condition or disability.
3. Many young people are passionate about certain causes, such as environmental issues, and animal welfare.
Community initiatives
Common interest
Passion for a cause
Similar experience
Identify commonalities among young people who are willing to participate in charitable work in order to help find design solutions.
Empathize the users
Based on the key findings above and the (RED) requirements. We will define our target audiences.
Who is the audience? Museum visitors & School staff
Where is the location? Corcoran Museum ( close to the White House )
Challenges of designing for these visitors: they could be anybody.
What are the needs/goals they share? Fun social activities
Target users looks like
Mike
college student
Charity activity participation: 10%
Participated in charity activity: community volunteer
Social Media: 80% Instagram, Facebook, Snapchat
Hobby/Needs: Electronics enthusiast
Participation in social activities: "I like to go out and participate in interesting activities with my friends on weekends."
"I don't care about charity or what (RED) does, it doesn't seem to have anything to do with me."
Daisy
New mom
"I would love to involve in everything with my kids. I have empathy, because if my child had the same disease,
I would be very sad."
Charity activity participation: 15%
Participated in charity activity: community volunteer
Social Media: 80% Instagram, Facebook, Telegram
Hobby/Needs: Shopping, childcare knowledge
Participation in social activities: "I need to take a walk with my daughter for a few hours every day. Always looking for places to help her know the world."
Challenge
How might we design an interactive exhibition experience to unpack
( RED ) stories and turn visitors into positive participants?
Curiosity —— How to impress the visitors
Start with something familiar to make visitors curious.
Expand the ( RED ) influence —— Take-away experience
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Sympathy —— How to attract users to come to
the physical venue?
Find out connections between ( RED ) and visitors, such as
1. Music lovers: people with common interests in music
( RED's founder is a musician ), etc
2. Correlation: between moms/children with HIV and
healthy moms/children.
?
?
Narrative —— How to tell the story of (RED) to visitors
(RED) offered us an extensive collection of articles, artifacts, vintage posters and products. How might we build narratives to help more visitors understand what (RED) is doing and what (RED) means?
We distilled a few themes and elements to connect all the pieces after a combination of research into precedent and content.
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Design
This installation responds to (RED)s mission by featuring red balloons and ribbons that symbolize the intimate connection between mother and child.
The balloon represents an AIDS-Free baby and the hope for a new generation.
The ribbon visualizes the bond between mother and child.
Exhibition Visuals
Ribbons will be hanging from an aluminum pipe structure
provided by an outside source.
No elements are attached/touching the walls.
Pedestals are provided by an outside source.
REDisco
The exhibition will close at night with a Silent Disco.
Silent disco is a unique way of experiencing music.
Guests wear headphones in this silent atmosphere.
Entrance Experience
Ribbons outside of the Rotunda are attached to existing L-Brackets.
Technical Details
The Next Generation of Balloons
The installation will provide balloons for visitors to take home with them so the (RED) experience will live on even after they left the installation.
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Take Me Home
By using balloons with a ribbon tag for messages the visitor can physically take the experience home.
It promotes the Corcoran School of the Arts and Design as well as (RED) and brightens people’s day by carrying it around town!
Social Media Management
#REDcorcoran #REDisco
#GenerationRED
#endAIDS Instagram
@gwcorcoranschool @RED
Graphic Marketing Materials
Final Installation
