Campaign Against Racism In China

B.A. (Hons) Visual Communication

Module: Design for Society Module Code: VC202-880-05 (20 credits) Lecturer: Marta Kusztra

Date: 07/09/2007 or 07/10/2007

Assignment 1:

Design campaign against racism in China

Brief:

Create a campaign against racism, racial discrimination, xenophobia or any related form of intolerance. Your work should address a chosen group within Chinese society (e.g. young people, urban population, middle-income class etc.). You may choose to discuss whatever aspect/form of racism you find particularly dangerous, challenging or least-understood (e.g. discrimination against people of different race, discrimination against minorities etc). Come up with a powerful message and a strong design idea. Remember that the most innovative, new, experimental social campaigns are often the most efficient in communication. It is up to you to define the message you choose to convey, and what media you decide to use. The goal is to develop an original and consistent design concept. You are expected to: 1. Investigate the problem, analyze the most common social attitudes toward the people of different ethnic/cultural background in Chinese society. Your research should be well-documented in your sketchbook and cannot be based only on the internet sources. Personal interviews will be the most important part of your research. In order to ensure that you gain an understanding of common attitudes, you should interview people from a range of different social classes. You should also consider interviewing foreigners living in China, people of different skin colour, people of non-Han origin, people who deal with racism related issues on professional grounds. 2. Research the most successful social campaigns in the last five years in China and abroad. How can your campaign be different? 3. Define your concept: what, why and how are you communicating to your audience. Prepare at least 3 design ideas. Choose one idea and develop it into a finished design solution. You are expected to experiment visually!!! 4. Write down your rationale which would explain your concept, your message, design objectives and design solutions you choose to apply.

Learning Outcomes:

[A4.] Understand contemporary and contextual issues influencing graphic design in society [A5.] Consider the ethical issues in professional practice. [B2.] Conceptualize creative design solutions that may consider cultural, economic and social contexts

Work Required:

Students must submit: 1. Sketchbook documenting research and concept development; 2. Project presentation book (it may take any form you like); 3. Project rationale (it should be included in the presentation book)

Deadline:

c/a August 10th 2007

Assessment Strategy:

Documentation of Research (40%) Design Rationale (20%) Final Design Solution (40%)

Project Weighting within the Module:

This project is worth 25% (twenty-five percent) of the total Design For Society module mark.