document final

ACKNOWLEDGMENT

I would like to thank my mentor Mrs. Usha
Iyer for her support and guidance. For their
invaluable time and effort I thank all the
participants who contributed to this proj-
ect. And lastly, my friends and family for
their encouragement, that motivated me.

DECELERATION

This is to state that, Mehar Sethi, student
of Final year of Communication Design
BA (Hon.) course at Pearl Academy have
done this project as a part of my B.A. (Hon.)
Degree Course from Notting- ham Trent
University, U.K.
This is my original work and to the best of
my knowledge and under- standing, none
of this has been done earlier by any other
person. No content has been plagiarized
but has been used for reference with prop-
er citation at the end of the document.

TABLE OF CONTENTS 0.7 PROBLEM STATEMENT
0.8 ROLE OF COMMUNICATION
0.1 ABSTRACT 0.9 CREATIVE DESIGN EXPLORA-
0.2 DESIGN RESEARCH TIONS
0.3 SUBJECT RESEARCH 10 FINAL DESIGN BRIEF
0.4 TARGET AUDIENCE 11 CONCEPT NOTE
0.5 QUESTIONAIRE 12 FINAL DESIGN
0.6 ANALYSIS AND FINDING 13 REFRENCES

0.1

ABSTRACT

ABSTRACT

The context of my research is to encourage that donation /giving for others could be pro-
people in society to donate their time and moted through social media and interactive
money for good cause, and bring in a change media. Interactive media is a huge platform
in peoples behavioral pattern of giving for where people across society can share their
others/ donation. This area is important to views with each other and donate their time
me because a lot has been done and is be- or money for a social cause.
ing done on social causes and we all are well
aware about donation and uplifting the soci-
ety, but how far do we push ourselves to be a
part of it ?
To encourage behavioral habits among peo-
ple I connected my campaign to a social
cause. After going through a list of Ngo’s in
India and studying their position is terms of
contribution to the society and the work they
are doing. I came across Manzil – A youth
empowerment and learning center. Manzil is
a non-profit organization to uplift the local
youth from low-income backgrounds to learn,
teach and be
creative.
To understand the mindset of a donor I under-
took a qualitative research for my project by
conducting surveys and interviews and stud-
ied the various reasons for donation and why
people tend to donate for a specific cause
and I gained an insight that many people
tend to donate because they feel good about
donation. I explored my design opportunity

0.2

DESIGN
RESEARCH

DESIGN RESEARCH

How to encourage people to donate their conducted with students from different col-
time or money for any social cause? leges in Delhi of age group 18-25.

1. What makes them donate to charitable/so- 3. When do people donate money?
cial causes ? why people give to cause, what
are the reasons behind giving ? This question will help us understand the on
what occasions do people donate. Donors
Firstly, to answer these questions its import- have certain occasions for donating, they
ant to understand the mindset of the donor, donate everyday.
because even the donor doesnt know what Data collection tools-
makes them donate for a cause. This ques- To undesrtand this question, my data collec-
tion examines overview and the mindset of a tion tool was interview, conducted with stu-
person who is giving for some cause. dents from different colleges in Delhi of age
Data collection tools- group 18-25.
To undesrtand this question, my data collec-
tion tool was contextual study and interview
conducted with students from different col-
leges in Delhi of age group 18-25.

2. How do they donate? What are the differ-
ent mediums for giving to any cause ? What
to people donate the most ?

This question will help us understand the
different mediums of donating and causes/
issues people donate for.
Data collection tools-

To undesrtand this question, my data collec-
tion tool was contextual study and interview

0.3

SUBJECT
RESEARCH

SUBJECT RESEARCH

What makes them donate to charitable/so- tified with their backgrounds. By giving they
cial causes ? why people give to cause, what find themselves able to add to a cause that
are the reasons behind giving ? they themselves have been influenced by or
honor their friends and family who were.
To encourage people to donate money and
bring in a change in their behavioral habits 2. They want to make a difference.
its important to understand the mindset of
donors. Giving or donation is a feeling that Some people want to give back to the soci-
comes from heart, its important to win heart ety. They want to see a change in the society
over heads. Studies done on this intimates in longer or shorter run and with their contri-
that people who have a high good personal- bution to the society or any cause they want
ity and compassion with a charitable cause to be a part of it feels they have given back
are likely to give to that particular cause. to the society in some way and become a
Quite a few people give to associations part of making a difference.
where they have individual ties. Somebody
with a relative suffering by tumor may get A few individuals need to have an effect
involved with a charity related to cancer . in the lives of a distinctive individual. They
might want to see an enduring and unmistak-
1.Personal Experience able change as the aftereffect of their com-
Donors usually give or associate themselves mitment. They may not even be concerned
with causes which are close to them or have with to what extent this change takes, just
a personal experience, supposedly if I have so long as it does happen. Other individuals
donated for children’s welfare before and need to see a quick effect, for instance nour-
I know somebody working in that cause, I ishment disseminated to the individuals who
would give donation to that cause. are eager and different sorts of crisis sup-
Benefactors will frequently feel a partiality for port. Still others have a long haul vision for a
a foundation for an assortment reasons iden- societal change they need to see occur.

3. They are motivated by personal recogni- well known person or social set
tion and benefits. If a well know person or a celebrity is associ-
a) Many people like to be publicly acknowl- ated with a social cause it affects the mind-
edged for their gifts to charity. set of a person and then we get inclined to
Once in a while simply a basic “thank you” the cause or donate for the cause which our
is all an individual needs. Many people con- favourite person is associated with it. It is
tribute to the society to get noticed and be basically human psychology , we try to enact
appreciated for their deeds. Every time they what our role model is doing and in the end
donate or associate with any social help they consciously or sub consciously and attached
would make a public voice about it to get to do what we have seen them doing.
noticed for what they are doing and get ac-
knowledged. Different times individuals may make a gift
to a cause that a superstar embraces, as an
b) People donate because you give them indirect method for being connected with
something tangible in return. somebody they appreciate. Big name under-
writing regularly gives extra dependability to
In case some individual doesn’t have a strong the association, so the giver will give support
excitement for the reason they may be more in light of the fact that they get to be more
inclined to make a blessing or other kind of persuaded of the bunch’s value.
support when they get something of worth 4. Giving is a good thing to do-
thusly. This is the spot phenomenal events
and thing arrangements consistently come in. Most of the people admit that giving makes
Diverse times the “thank you contribution” is them feel good. According to research done
that extra energy that influences someone to on this field, studies have proven that giving
don’t hesitate to give. to others or donating for a charitable cause,
c) Donating allows them to associate with a the brain gets lit up.
This reward or pleasure response to giving

SUBJECT REASEARCH

is the physiological reason behind the ‘warm pact on the community. Ngo’s are doing their
glow’ or that good feeling you get when you bit for the social causes, Smile Foundation
give and why you may choose to spend mon- encourages the cause of education amongst
ey on others or charity compared to yourself. underprivileged children. The people behind
And also somehow there is a belief if you do the Smile Foundation have envisioned chil-
good to others, good comes back to you. dren to be the future of India and hence have
Having a mindset like this, many people do established programs ranging from health-
good for others or have a habit for giving for care, education, livelihood, women empow-
others in order that somehow this good will erment to a system where fortunate children
come back to them in someway or the other can help their underprivileged counterparts.
“I am Kalam” was a campaign by the Smile
The context of my research is to encourage Foundation to educate the underprivileged.
people in society to donate their time and Goonj has outdone several milestones in add-
money for good cause, and bring in a change ing value to the society in the past.
in peoples behavioural pattern of giving for The famous program “Vastra Samman”,
others/ donation. Goonj has organized decomposable and
This area is important to me because a lot re-usable items like clothes, books, grains,
has been done and is being done on social and a lot from urban to rural centers.
causes and we all are well aware about dona- The campaign by Goonj has been very pow-
tion and uplifting the society, but how far do erful and has impacted the society, It collects
we push ourselves to be a part of it ? an average of 70,000 Kgs of material every
In India, there are many Ngos doing good month. It has build a team of 300 volunteers
work for social causes. Many organizations and collaborated with 250 organizations.
for social change have mushroomed in India Indian CSR law has made it mandatory for
in the previous decade but very few have companies having a net worth of rupees
expanded on the basis of scale and the im- 500 crore or more or a net profit of rupees
5 crore or more to spend atleast 2% of last 3

years average net profits on CSR activities as Manzil is a non- profit organization provid-
specified in Schedule VII of the Companies ing community and resources for local youth
Act,2013. CSR has undergone many phases in from low-income backgrounds to learn, teach
India. The power to make a meaningful differ- and be creative.
ence in the society and progress the overall
quality of life has clearly been sustained by
the corporates. Several Corporates should try
and bring about a change in the current so-
cial state in India in order to have an effectu-
al and permanent solution to the social woes.
Partnerships amongst companies, NGOs and
the government should be simplified so that
a combination of their talents such as knowl-
edge, strategic thinking, manpower and mon-
ey to pledge extensive social change will put
the socio-economic progress of India on a
fast track.

Understanding the the scenario of Non profit Life at Manzil-
organisations in India and the CSR activities At Manzil, an open learning environment for
and i supported by research of encouraging children 12 understudy educators guide 90
people to donate with Manzil- A youth em- unique understudies in math, English and PCs
powerent and learning centre. reliably. The understudies and teachers are
under-advantaged youths, stupid children
Manzil- A youth empowerment and learning and understudies or dropouts from govern-
centre.

SUBJECT RESEARCH

ment schools in the locale. Their watchmen the Manzil resource/reinforce center, taught
generally serve in the upper-average workers English and math to two or three understud-
homes of Khan Market as cultivators, cooks ies who came to him for course. The social
and house guardians. event relentlessly created and a game plan
of give and take progressed among the un-
Who started it ? derstudies, with the old understudies demon-
strating the new ones. The whole structure
At first and foremost, Ravi Gulati, initiator of was persistent and added to in solitude.

ties happen at Manzil. Achievers and special-
ists routinely go to the center to bestow their
experiences. The adolescents moreover visit
adjacent trade fairs, the National Science
Center, Book Fairs, the Nehru Planetarium
etc. A theater workshop in light of the Nation-
al School of Drama’s Theater in Education
framework is furthermore reliably dealt with
at Manzil.

Manzil’s sister school-

Right away, other than within at Khan Market,

Manzil has basic effect in the lives of the
adolescents, giving mentorship, bearing,
coordinating and an element relationship in
productive work. This has kept them a long
way from negative effects and got them con-
sidering greater issues, for instance, guide-
line, qualities and attitude, nature, wellbeing,
mindfulness, teach et cetera. The adolescents
at Manzil like the way that they are managed
as individuals and are asked to think unre-
servedly.
Various social, social and explorative activi-

SUBJECT RESEARCH

in Gulati’s home, there is another center at been financing all the activities through and
Kotla Mubarakpur. This one is incorporated through isolated.
in preschool preparing, adult direction and
parental coordinating. In the preschool edu- Manin concerns-
cational program around 40 children devel- Ravi Gulati’s vital concerns have been the
oped 2-5 are taught the formal thoughts of dissimilarity amidst open and non-state fund-
shading, shape, size, numbers, and are famil- ed school direction, to the extent quality
iar with prewriting and premath thoughts in and moreover cost. “I have no formal abili-
a deliberate way. There are activities for the ties in the field of guideline. Maybe I have a
physical, academic and inventive improve- MBA from a head Indian business school IIM,
ment of the children. Ahmedabad. In any case, after I proceeded
onward starting there over 10 years back, I
In their drives for adult direction, funda- worked only 8 months in the corporate range,
mental scrutinizing, sythesis and numerical indeed in any formal portion (checking head-
capacities are delivered in youth developed way).
15-25. Capacities like sewing and weaving are
taught for autonomous work and pay period. Later on, as Ravi moves a long way from el-
Exhorting sessions are also reliably held for ement interest in Manzil, the veritable test of
common and what’s more moderate witted this action will be whether the warm family
children. he has made can continue functionning as a
supporting toward oneself gathering.
Backing is given to understudies to find live-
lihoods and pick employments. Various have
now found full-time occupations much past
their capacities. No money is brought from
the understudies except for inconsistencies

like approaching late for class etc. Gulati has

0.4

TARGET
AUDIENCE

TARGET AUDIENCE

Target audience- Primary target audience-

The target audience should be everyone is Youth of our society is my primary target
the society because each one us can make a audience because if we inculcate a habit
difference be it big or small, each step im- among the youth about giving for others, it
pacts the society. But in my project I have would have a great impact on our society.
focused on the youth of the society as my People falling in the age group of 16- 25 and
primary target audience. have intent to make a change in the society
as well as in their daily routine.

0.5

QUESTIONAIRE

QUESTIONAIRE

QUESTIONAIRE- ly relate to ?

Target audience fo my questionaire was • Will it make a difference to you if you
mostly youth, school and college going stu- help the needy ?
dents, age group between 16- 25 years.
• If not by money, which are the other
• Name- mediums/ ways you are wiling to donate ?
• Age-
• Occupation-
• Have you donated time/money for any
social cause ?

• If you have donated, what was the
cause ?

• If not, what stops you from doing such
a deed ?

• What is the social cause you can most-

0.6

ANALYSIS AND
FINDING

ANALYSIS AND FINDINGS

Have you donated time/money for any social itive, each one believed that they can make a
cause ? difference the society by helping the needy in
any way. Another insight that i came across
82.5% of the people who took the survey said is,
they have’nt done much in terms of donating “I would feel happy if i do something for
their time or money as they are very much someone”.
busy in their lives.
If not by money, which are the other medi-
If you have donated, what was the cause ? ums/ ways you are wiling to donate ?

People donate to causes they are As students most of them said, they dont
attached to, because of personal experience. have much money to spare, but they could
There was a mixed response for this question. donate their old books, clothes, unwanted
furniture, electronics to someone in need,
If not, what stops you from doing such a
deed ?

Most of them said they dont get time from
the schedule to do something for someone.
They actually feel too occupied in their life-
style.

Will it make a difference to you if you help
the needy ?

The answer for this question was mostly pos-

0.7

PROBLEM
STATEMENT

PROBLEM STATEMENT

Identification of Design opportunity/ Problem the society towards donation/ giving for the
statement- others.
To create a platform where people can share
This project gives me the opportunity to their good deed with everyone and get re-
design a promotion campaign for donation warded for the good they have contributed
and giving for others. The main key insight to the society.
from my research suugests that many people
donate because they believe giving is a good
thing to do, and it brings happiness to them.
It is believed if you do good for others, good
will come back to you. I explored my design
opporunity in doing good for others if I create
a campaign where everybody gets to partici-
pate and share the good they have done with
everyone, this would encourage others also to
participate in such a thing and get appreciat-
ed/ rewarded for doing sucha good thing, it
will also create a positive link among people.
This can be promoted through social media
and interactive media. Interactive media is a
huge platform where people across society
can share their with each other.

Objective -

The objective of my research project is to
encourage behavioral habits of people in

0.8

ROLE OF
COMMUNICATION

ROLE OF COMMUNICATION

Role of communication- the world can encourage everyone across the
world. It is platform where positivity connects
The role of communication is to create a between people and they get appreciated or
promotion campaign for Manzil- a youth em- rewarded for the good they have contributed
powerment and learning center ( non-prof- to the society.
it organization ) to encourage behavioral
habits of people towards donation/giving
for others. The campaign would be to share
good deeds you have done be it small or
big, giving to others is a good thing to do
and should be encouraged. The campaign
would be promoted through interactive me-
dia and social media. Interactive media is a
huge platform, where people can come and
share good deed. What others are doing in

0.9

CREATIVE STRATEGY
EXPLORATIONS

CREATIVE EXPLORATIONS

The promotion campaign would be a to do social media. And the campaign would be
good deeds everyday be it big or small, any- promoted through social media like Facebook
time and anywhere. Amazon would spon- and it would be promoted on Manzil- Ngos
sor a promotion campaign run by Manzil- Facebook page and Amazons Facebook page
Non-profit organization. A website where and users who are following Manzil and Am-
everyone can share the good deed they have azon on Facebook would also get noticed to
done and people across the world can view participate in this.
the good deeds and get encouraged to par-
ticipate in this. This would allow the users to
interact with people across the community
and spread positivity and keep adding links
of good deed. In this case interactive media
(website) would be the best medium for this
campaign as it would cater a wide audience
and most of the youth are connected through

10

FINAL
DESIGN BRIEF

DESIGN BRIEF

To design a promotion campaign for Manzil-
A youth empowerment and Learning center
to encourage people to do good deeds ev-
eryday. A concept where people inculcate
donation habits and the Ngo gains donation.

11

CONCEPT
NOTE

CONCEPT NOTE

The concept is to create a webpage or a pothetically Amazon can sponsor the cam-
forum where people post a good deed per paign.
day and each good deedq keeps adding to It would be a social media campaign, running
another. on the website and also shared on facebook
It would be a 15 day challenge to do good and twitter.
deed, each good deed you do, you share it The main idea of the campaign is to en-
on the website with a photo or video or even courage good donation and giving habbits
a story to support it. Each deed you post, among people. In return of doing good deeds
you get rewarded by brownie points. After people would be rewarded with giveaway
the challenge all the points collected in your gifts and gift coupons. This could be an in-
account would be multiplied with ten times centive for people to participate in the chal-
of money and will go as donation to Manzil- lenge.
youth empowerement and learning centre.
- As a part of CSR activities, an MNC has to
make donations out of companys profit. Hy-

Logo options Project Project
project good deed!
good deed
good deed
PROJECT
Project
GOOD DEED
ood dee
G d

Project Good deed ! Project
Project Good deed ! Good deed !



Stroke 0.25pt Stroke 0.5pt Stroke 0.75pt Stroke 1pt

Stroke 2pt Stroke 3pt Stroke 4pt Stroke 5pt

project project project
good deed good deed good deed

project project project
good deed good deed good deed

project project project
good deed good deed good deed

project project project project
good deed good deed good deed good deed

PROJECT PROJECT PROJECT PROJECT
GOOD DEED GOOD DEED GOOD DEED GOOD DEED

project project project project
good deed good deed good deed good deed

PROJECT PROJECT PROJECT PROJECT
GOOD DEED GOOD DEED GOOD DEED GOOD DEED

12cm
8cm C52026

90 % opacity

FINAL LOGO

Rough Wireframes

Homepage

My Account

good deed

INSPIRE ME

Share on facebook Points

Submit

Look and Feel

Today I taught Today I taught I helped a
my drivers son my drivers son old woman
maths.
maths. walk.
I helped a
old woman
walk.

Layout exploration Project Good deed ! NEWSFEED

Icons Take the Challenge HOW DOES IT WORK ?
Inspire Me
My Account

Good deed wall
Newsfeed

MY ACCOUNT

Project Good deed ! NEWSFEED
Take the Challenge
Inspire Me HOW DOES IT WORK ?
My Account
Good deed wall SPonsered and powered by
Newsfeed

CONTACT US

Layout exploration

Today I taught Today I taught
my drivers son my drivers son
maths. maths.

Take the Challenge Inspire Me My Account Good deed wall Newsfeed I helped a
old woman
Today i made i took a badly walk.
food for the wounded
beggars on stray dog

the road. to the hosiptal.
. . . .read more
dont worry he’s safe :)
sarah 10
. . . .read more
shared lunch dropped
with a stranger celebrated
back home in my birthday
all my
workers :) my car with kids
in the ngo.
20 25
. . . .read more

10

gave gifts made
from my cake for
first salary little brother.
to my helpers.
28
. . . .read more

15

Today i made i took a badly Today I taught Today I taught
food for the wounded my drivers son my drivers son
beggars on stray dog maths. maths.

the road. to the hosiptal. I helped a I helped a
. . . .read more old woman old woman
dont worry he’s safe :) walk. walk.
10
. . . .read more

12

FINAL
DESIGN

Take the Challenge Inspire Me Good deed wall Newsfeed My Account | Log in Website Screens

PROJECT GOOD DEED why?

CAN YOU DO OFCOURSE YOU CAN Get rewarded
15 GOOD DEEDS
For every good deed you do, you get rewarded
IN A ROW ? by points.
for example- i helped my drivers son in maths- 100 points
What?
by the end of 15 days, all your points
A 15 day challenge to do good deedS. Each one get multiped by 10 times of money and
of us can do a good deed, be it small or big, goes as donation to manzil- NGO.
anytime and everywhere.
[ YES, your one deed has a huge impact ]
A good deed or an act of kindness can brighten
someone’s day, spread positivity and eventually We do have something for you too-
bring happiness to you. if you are successful in the challenge you get
giveaway goodies from project good deed.
HOW? POST your good deed discount coupons on eating and shopping.

It’s not rocket science I am You can make a di erence to a
I did/ I helped / I made child in our organisation!
DO one good deed everyday for 15 days.
It can be simple as smiling at a stranger or #projectgooddeed Providing care and support to
spending quality time with your grandparents. children studying with us.
bzx
Sign up for the challenge Find out more
share good
post your deed on our website along with An initiative by MANZIL - ( non profit organisation )
a picture / video / description about it. Sponsored by

share your picture via facebook, instagram, badrxc
twitter. with hashtag #projectgooddeed.
About us | Blog | Press & Media | Giveaway gifts | Sponsors
we will post your deed on our good deed wall. Manzil-ngo | Join us | Contact us | Terms and conditions
www.projectgooddeed.com

Take the Challenge Inspire Me Good deed wall Newsfeed My Account | Log in

0.1POST your good deed MY ACCOUNT 100
100
I am 1. Today I made food for beggars
on the road
I did/ I helped / I made
2. Spent time with kids from the ngo.
#projectgooddeed
bzx 3. Took the little wounded puppy 100
to the hospital. 100
share good
4. Went for a movie will all the old
grandmoms of my colony.

5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.

Total Points

Take the Challenge Inspire Me Good deed wall Newsfeed My Account | Log in

volunteer. . for any cause
close to your
heart.

SPIN

Take the Challenge Inspire Me My Account Good deed wall Newsfeed

Today i made i took a badly
food for the wounded
beggars on stray dog

the road. to the hosiptal.

. . . .read more dont worry he’s safe :)

sarah 10 . . . .read more

shared lunch dropped celebrated
with a stranger my birthday
back home in
all my with kids
workers :) my car in the ngo.

20 25 . . . .read more

10

gave gifts made
from my cake for
first salary little brother.
to my helpers.
28
. . . .read more

15

Today i made i took a badly
food for the wounded
beggars on stray dog

the road. to the hosiptal.

. . . .read more dont worry he’s safe :)

10 . . . .read more

Social Media Creatives

#PROJECT GOOD DEED Sponsored by

An initiative my MANZIL- Youth empowerment ngo.

make. someone smile
today.

SPIN

Do one good deed and share it with us.

www.projectgooddeed.com

#PROJECT GOOD DEED Sponsored by

An initiative my MANZIL- Youth empowerment ngo.

donate. . your old clothes
or books to
someone in need.

SPIN

Do one good deed and share it with us.

www.projectgooddeed.com

#PROJECT GOOD DEED Sponsored by

An initiative my MANZIL- Youth empowerment ngo.

give. . a thankyou card
to your
grandparents.

SPIN

Do one good deed and share it with us.

www.projectgooddeed.com