Redefined Brief

Having studied the topic till this stage, I can say that, the three factors - Prevention, Action and Healing have to be addressed together or in certain combination if we truly desire to see a change. Hence I tried to hypothesize a system and identify the opportunities for Graphic Design opportunities.

Hypothesis –

The Ministry of Women and Child Development, in association with Childline India Foundation and UNICEF, aims to undertake a dedicated national campaign for protecting children against sexual abuse. The campaign would be executed at the state level in each of the states by the State Department of Women and Child Development, Childline Centres, UNICEF office with local governing bodies, juvenile justice board, child welfare committees, social and non-governmental organizations, special children’s institutions, media, etc.

The overall campaign spans three years. The core objects of the campaign are to identify inadequacies in laws related to penalizing sexual offences against children, to make the Indian judiciary child-friendly and to propose a draft for ‘Child Sexual Abuse (Prevention) Act of India’. The campaign involves collaboration and co-management, where the primary responsibility is of the government, but support is elicited from and provided by non governmental organizations. The plan also focuses on public awareness and participation and a close collaboration with and among stakeholders.

The campaign has a two-fold agenda: (1)Effective implementation of existing laws, policies

(2)Demanding relevant amendments to legal provisions.

Communication Need – Under the first aim i.e. effective implementation of existing laws and policies, there is a communication need for : (i) Training of trainers : NGO volunteers, DWCD officials, (ii) Sensitizing stakeholders : CWC and JJB officials, elected representatives and government officials at the city level, NGOs, Child Institutions. (iii) Public awareness : publicizing the campaign, and sensitizing people on a mass scale (iv) Public participation workshops (v) Awareness and sensitization of Parents and children.

Target Audience.

As the campaign deals with social change associated with perception and system level change in approach to issue of CSA, to start with I have chosen middle and higher income group people as

my target audience, they being literate, economically privileged and having better means of accessibility to support systems.

Scope of Work.

Suggestive identity design for the campaign.

Suggestive media

End Deliverable.

Not defined