GIRL CHILD CAMPAIGN
AN ATTEMPT TO TACKLE THE ISSUE OF CHILD MARRIAGE
BELOW ARE VARIOUS PROPOSED GRASSROOT LEVEL SOLUTIONS - A CAMPAIGN ASSISTED WITH AN APP
Presenting - Bandhan. A way to combat issues of child marriage in your communities.
Child marriage is largely a consequence of economic necessity. Feeding, clothing, and educating girls is expensive, and they eventually leave the family. The bride's family receives a dowry when she gets married. The bigger the dowry, the younger the girl is, and the sooner the financial burden of raising her is eased. Evidence from humanitarian contexts shows that low-income families who lose livelihoods are often more likely to marry their daughters to alleviate economic hardship.
What initially started off as a college end-sem project, developed into something much more, as I worked on fully realising and fleshing out the idea for a proper government campaign about child marriage and spreading awareness on the situation and pitching ideas for the same. Using my extensive research, I strategised and came up with an idea for an app which tackles the exact problems faced by communities where this practice is common.
Child marriage is largely a consequence of economic necessity. Feeding, clothing, and educating girls is expensive, and they eventually leave the family. The bride's family receives a dowry when she gets married. The bigger the dowry, the younger the girl is, and the sooner the financial burden of raising her is eased. Evidence from humanitarian contexts shows that low-income families who lose livelihoods are often more likely to marry their daughters to alleviate economic hardship.
What initially started off as a college end-sem project, developed into something much more, as I worked on fully realising and fleshing out the idea for a proper government campaign about child marriage and spreading awareness on the situation and pitching ideas for the same. Using my extensive research, I strategised and came up with an idea for an app which tackles the exact problems faced by communities where this practice is common.
_PRESENTING DUUPKI_
LOVABLE MASCOT AGAINST GIRL CHILD MARRIAGE:
DONNING HER BRIDAL GOWN AS A CAPE
DONNING HER BRIDAL GOWN AS A CAPE
To make it interactive and inclusive, I thought of releasing a series of posts like the one seen in the Instagram posts, which use the slogan as a starting point of the discussion. Based on that, the main mascot, Duupki is shown in a position which not only answers the question, but also shows the positive effect of a stop on child marriage.
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The thing to start with when creating a recognizable brand/social movement with immediate relatable visuals is having a mascot and serving that as inspiration and as a face of the movement.
The goal was to make a fun, warm yet memorable looking mascot/character, preferably drawn in the style of a child’s hand at that age, because it allows adults and kids alike to associate the movement with her and remember her.
A few elements I wanted to incorporate were the wedding dress/gown, the colourful nature of a child mascot, and the school dress to signify how the mascot goes to school too!
The goal was to make a fun, warm yet memorable looking mascot/character, preferably drawn in the style of a child’s hand at that age, because it allows adults and kids alike to associate the movement with her and remember her.
A few elements I wanted to incorporate were the wedding dress/gown, the colourful nature of a child mascot, and the school dress to signify how the mascot goes to school too!
Presenting, the Band-han app, a play on words referring to breaking the shackles one has when trapped in child marriage, and also alluding to putting a stop to the practice alltogether.
The app has multiple features, aimed at not only helping the girl child and empowering her, but also providing mental health help and other services to avail, along with education courses with certifications through partnerships, ensuring a nice all rounded development.
The app has multiple features, aimed at not only helping the girl child and empowering her, but also providing mental health help and other services to avail, along with education courses with certifications through partnerships, ensuring a nice all rounded development.
Over 1-2 days I spent a lot of time making the entire app from scratch on Figma, having over multiple screens for each basic action it would do. I also illustrated for it, and prototyped it so that it would perfectly work as intended, ready to launched. Essentially, the app provides the power to the change-makers and the girls directly, allowing them to make light of their situation + improve it.
My first time animating, I decided to make an ad which would show the loss of innocence and youth when married young, while also reinforcing the mascot to solidify the idea that it is something that can be worked on and improved, giving power and hope to victims.
MADE WITH ❤️ IN INDIA
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