OUGD505 - SB01 - Brief

OUGD505


SB01

Brief

Mirco Genres of Music

thoroughly research a micro-genre of music 

This research should be extensive, with the intention that you become an expert in the genre.

This micro-genre will become the focus for the design and production of a new piece of work to be publicly exhibited.

Design an object that celebrate (or critiques) an aspect of genre's specific characteristics: political, aesthetic, production methods, audience demographic, key intentions or its connection to place.

In what sense do these micro-genres help us understand some wider issues about the society that created them?

literal and lateral responses.

must be ambitious and be a response to your research.

it could be a flag, ringtone, rug, wallpaper, exercise video, instruction manual, map, perfume, clothing, game / puzzle, piece of furniture etc.

Key Points
- Become an expert
- Must be in response to research 
- Be ambitious


Examples

Sophie Merchandise
Music producer in LA. 

Colophon Foundry
create, publish, and distribute high-quality retail and custom typefaces for analog and digital media.

Radiohead – Universal Sigh
Free newspaper to commemorate the release of the album ‘The King of Limbs’, Radiohead have produced a newspaper which will be given away, free, gratis, without cost to the consumer by accredited vendors from a multitude of locations worldwide.

Zak Group — Frank Ocean / Boys Don't Cry
Zak Group was commissioned to design a bespoke type treatment for Frank Ocean’s magazine Boys Don’t Cry and to design the masthead. Our typography has also been used across the magazine’s marketing and customised in-shop displays. Following its long-awaited public release Frank Ocean published the foil-wrapped magazine Boys Don’t Cry which included a special release of the album Blonde. 
The lettering of the hand-distorted masthead was made by scanning originals on a large-format scanner. The technique of printing, capturing and manipulating original artwork references historical works by artists such as Bob Cobbing or experiments made in the late 60s with the then-new photocopy technology.


Bjork — Biophilia app
Inspiring children to explore their creativity through music and science. It is based around creativity as a teaching and research tool, where music, technology and the natural sciences are linked together in an innovative way. The project presents an example of dynamic collaboration between different areas in society, such as the education system, cultural institutions, science and research institutes. It creates a platform for dialogue and debate which encourages both personal and social development, thereby contributing to a sustainable society where new approaches are actively explored.


Chosen Genre
Piano Music

OUGD505 - SB02 - Research - This Girl Can

OUGD505

SB02

This Girl Can

This Girl Can is a nationwide campaign run by Sport England aim at all women, regardless of age, ability, shape or size.

Research reveals a huge difference in the number of men and women playing sport. And it's not because females don't want to get active. Millions of women and girls are afraid to exercise because of fear of judgement. 

The campaign features images of women 'who sweat and jiggle as they exercise.' It seeks to tell the real story of women who play sport by using images that are the complete opposite of the idealised and stylised images of women we are now used to seeing. "Sweating like a pig, feeling like a fox" and "I kick balls, deal with it" are among the hard-hitting lines used in the campaign to prompt a change in attitudes and help boost women’s confidence.

The campagin was a response to research that showed considerably less women take part in sport than men, two million fewer 14-40 year olds in total. Despite this, 75 per cent say they want to be more active. In some other European countries, this disparity doesn’t exist. 

Further research into what's stopping women turning their ambitions into reality found that a fear of judgement – on appearance, ability or how they chose to spend time on themselves – puts women of all ages off exercising.

Reasons that put woment of taking part:
- time
-cost
- fear of judgement (wrong size, not fit enough, not skilled enough)


How to Engage Girls and Women


Actions to adress practical barriers

Hyper local venues (ideally within walking distance) or close to stops on popular bus routes

Venues that are close to other important hubs of activity, e.g. shops and schools. 

 Timings that fit with different routines, e.g. before/after work, weekend mornings, later evening after children’s bedtimes. 

Affordable childcare made available. 

Family fun sessions or ways to take part with children.

Taster and drop-in sessions which allow women to take part without concerns of over-committing time or money. 

Consistent hub sessions which allow for more flexible and fluid participation.

For disabled women, activities need to be accessible making it easier to integrate within mainstream offerings.

Case Studies

Actions for getting past 'hang ups'

Women-only sessions are particularly important to some communities and need to be delivered appropriately. For example, male staff cannot walk into sessions to repair equipment.

Offer sessions tailored to different ability levels, especially for beginners, those lacking confidence, as well as for the more advanced.

Age-targeted activities (at both ends of spectrum) can appeal to younger and older generations.

Bring a friend (or carer) discounts encourage women to overcome a fear of going alone.

Design

This campaign was launched by FCB INFERNO. The original 2015 campaign film was watched over 95 million times. Nearly 3 million women in the UK were motivated to become more active. 

Insight
75% of women want to do more exercise but something is stopping them and that is the ‘fear of being judged’.

Idea
This Girl Can is a celebration of active women everywhere, confidently overcoming their fears to feel they belong and are totally at home with exercising.

The ad
The ad was directed by Kim Gehrig under SomeSuch.

Agency: FCB Inferno
CCO: Al Young
Creative director: Bryn Attewell
Creatives: Raymond Chan, Simon Cenamor
Director: Kim Gehrig
Production company: Somesuch

https://www.creativereview.co.uk/how-this-girl-can-has-inspired-women-to-be-more-active/

The campaign’s inclusive message is evident in photography – the women pictured were scouted in the street and are not professional models or actors. Images, shot by Adam Hilton and Charlie Campbell, have not been retouched or manipulated.

This girl can is a very successful campaign. The first phase focused on girls and woman aged 14 to 40 and the second phase opened the campaign up to woman aged 60 and older. This is a massive age range. From both primary and secondary research I have found there to be a gap in participation between the ages of 16 to 18/19 (college / 6th form years) My project will focus on this age range. 

OUGD503 - SB01 - DropBox - Ideas

OUGD503

SB01

DropBox - Ideas

Requirements
-Must be a graphic design response (typography, graphics)
-Must have two touch points, one physical, one digital.
-Lighthearted - this brief is in association with Craig Oldham, who's work has wit (see website) but also has a strong meaning behind it (In loving memory of work). Surfers against sewage imagery is quite heavy and dark. I think it would be good to put a twist on this and make the outcome lighthearted and non threatening while also communicating a strong message.
-Understood by everyone - surfers against sewage educate as many as they can, from school children to adults. This means that whatever is produced must be understood by all, but not come across as condescending.

Idea 1 
Physical response
Booklet or publication that illustrates the impact that plastic pollution is having on both the coastline and the ocean.
Printed on paper that biodegrades or disintegrates on contact with water. Must not release any harmful toxins. The ink usage must be considered. Soy inks are more environmentally friendly that toner but I will have to research.
Could be sold at beach resorts, RNLI, Boardmasters festival etc. All proceeds go to Surfers Against Sewage.

Digital Element
Social media campaign to promote the booklet
Animations of the illustrations in the publications
Co-inside a JustGiving campaign for Surfers Against Sewage.
Short engagements with the campaign
Instagram ads etc.
Paperless - no waste

Idea 2
Physical Response
Poster series That will grab the attention of beach goers as well as the coastline community 
use humour while getting the message across
Typography heavy, similar to the work of Craig Oldham

Digital element
App that allows people to make their own posters and post them on social media sites such as twitter and Instagram.
Uses an associated hashtag
app could be mocked up on XD

Idea 3
Physical Response
Single serving friends
Boycotting single use plastic, based on the monologue from Fight Club. 

'Everywhere I travel, tiny life. Single-serving sugar, single-serving cream, single pat of butter. The microwave Cordon Bleu hobby kit. Shampoo-conditioner combos, sample-packaged mouthwash, tiny bars of soap. The people I meet on each flight? They're single-serving friends. Between take-off and landing we have our time together, that’s all we get.'

An information booklet on how to reduce your use of single serving plastics.

Digital Element
Social Media campaign that encourages people to add to the list of single serving plastics to raise awareness of how many there are. Coincide with useful information on how to reduce waste. Aimed at an older audience than Surfers against sewage would normally cater for (school children), 20 to 35 year olds. Because of this target audience it would be more successful to market this solical media campaign on Facebook.

OUGD503 - SB01 - DropBox - Research

OUGD503

SB01

DropBox - Research

Cause

Surfers against sewage

Surfers against sewage work to clean beaches, reduce plastic pollution, improve water quality and Protect our waves while educating the public on how to help with these issues. 

Beach Cleans

SAS organise beach cleans, they encourage people to organise their own as well. Each year they hold two massive beach cleans, the Big Spring Beach Clean and the Awesome Autumn Beach Clean. the 2017 Big Spring Clean saw us remove over 55 TONNES of marine plastic pollution and litter from 475 beaches across the UK.

Education

SAS run 4 education programmes across the UK. Plastic Free Schools 'Power to the Pupils' encourages school pupils be a part of environmental change and to stop using single use plastics. The aim is for pupils to actively reduce plastic use in their schools and challenge the government and industry to do the same. 

Be the Change encourages students to recognise that they have a leading role to play in tackling the litter crisis, while inspiring and empowering them to create and deliver new solutions to protect the places they love. "Be the Change' was created alongside educators and designers to sit alongside the current key stage 2 - 4 curriculum. SAS brings workshops to schools, they show students the affect of litter on the wildlife and environment. It encourages pupils to take action and make a difference. Be the Change is also an award scheme where awards and give the students an opportunity to showcase their 'Anti-litter action plans.' 

SAS x Parley Ocean School is a collaboration with a hands on education programme to raise pupils awareness of plastic pollution in the places they love. Ocean School will provide students with the opportunity to explore, investigate and respond to the environment they live in. Empowering them to identify and embrace the vital part they play in protecting the places they love. Our ‘Ocean School Graduates’ can become guardians of the oceans for us all. It raises awareness while allowing students to explore the coastline. 

SAS final education programme is 'Seas for life'. Seas for life aims to teach the principles of sustainability, in a fun and engaging way. It tackles water quality, marine litter, climate change, toxic chemicals, shipping and coastal wave protection. It teaches students how they can have a positive impact and marine environment to contribute to safeguarding fisheries, oceans, waves and beaches, and other coastal assets.

Plastic Pollution

SAS are tackling plastic pollution by education, beach cleans, bottle deposit return systems. They also encourage the public to use social media to #ReturnToOffender. SAS also have a parliamentary campaign and played a role in the 5p bag tax which has already eliminated billions of bags from our environment.

Water Quality 

The SAS highlight the health risks of playing, surfing and swimming in water that has raw sewage in it. This was a massive issue in the 1980's amongst surfers. Putting pressure on water companies resulted in an £5 billion investment by water companies to improve sewerage infrastructure has dramatically changing the lives of surfers, swimmers and holidaymakers alike. After decades of campaigning on the improvement of water quality, last years’ announcement that 98.5% of the 625 designated bathing waters around the UK are now classified as excellent, good, or sufficient. This work may be endangered as the legislation comes from the EU, pressure will have to continue post-brexit. 

Protect Our Waves

Surfers against sewage ensure that surf habitats are well understood and protected for the future. They work on a local level through local memebers who are regualerly in the sea and the work SAS does in the classroom to encourage ocean guardians to make a difference and safeguard the natural coastline heritage. Nationally, the SAS want to protect sites of special surfing interest by lobbying government and industry to take action. Globally they are working with national governing bodies and charities across the world to build a global movement.

Surfers against Sewage also have a sister website run by Patagonia that encourages surfers to protect sites of Special Surfing Interest.

Purpose

To raise the awareness of sewage and litter in and around the UK's ocean and the health risks associated with this, to humans as well as sea life. They aim to challenge government and industry while also encouraging school students and surfers to take action and make a difference.

Audience

Surfers, school children, locals and holiday makers. Water companies and those at the cause of the problems such as large retailers like coca cola, government officials.

Histories

SAS was set up in the 1990 by a group of activists how were fed up of seeing sewage in their oceans as it made them ill. For the first 10 years they focused on the problem of polluted waters. The privatisation of water companies and key pieces of European legislation gave a framework. They quickly became high profile eco-activists, clad in wetsuits and gas masks, carrying surfboards into boardrooms and political meetings. As a result, the UK has seen massive investment in the sewerage infrastructure and much higher bathing water standards protecting us all at hundreds of locations nationwide. The charity have now grown to take on wider issues including marine plastic pollution and climate change. 

meaning
The charity focuses on social and environmental change. They have done this by raising awareness, protesting and impacting the government. They encourage all ages to stand against pollution of the oceans and focus on educating the young. They also use athletes to promote their cause. 

social impact
The cause brings people together to stand for change. they encourage children to explore the coast line and instills within them the idea that plastic pollutes the oceans. 

Executive Summary (2014)

 Surfers Against Sewage is calling for a 50% reduction in UK beach litter by 2020. n parts of the ocean there is now more plastic than plankton. Approx. 8 million individual pieces of marine litter enter the sea every day. 1 million sea birds and 100,000 marine mammals die annually from ingestion of and entanglement in marine litter. Local Authorities in the UK spend approximately £18 million each year removing beach litter, which represents a 37% increase in cost over the past 10 years.The UK Government has been criticised in its approach to addressing marine litter in the European Commission Technical Assessment of the MSFD Obligation for the United Kingdom,6 which highlighted a poor level of implementation, inter-country coordination, lack of understanding of the overall environmental aims and the adoption of weak and un-measurable targets.

 Surfers Against Sewage is calling for radical measures including:

Personal Behavioural Changes
Refusing single-use plastics. · Increasing community beach clean activities. · Encouraging communities to take legal action against irresponsible landowners.

Industry 
Introducing extended producer responsibility. · Introducing container deposit schemes. · Removing plastic components from all sanitary products.

Legislation
Banning smoking on beaches. · Introducing prominent environmental health warnings on single-use packaging. · Banning balloon releases. · Enforcing fines for littering at beaches

Primary Research

Photos taken at Scarborough North Bay.

OUGD505 - Footprint Co-op

OUGD505 

Footprint Co-op

Specialise in:
Printing
zines
website hosting 
freelance design

Leeds print workshop

@footprintworkscoop

Network of Co-op

Workers Co-op
Run by the workers
5 people - all printers

Riso, low-fi colour
Evolved from environmental activism
Soya based ink - better for the environment than toner
100% recycled paper


7 principles of a Co-op

1. Voluntary, Open Ownership
   Open to all without gender, social, racial, political, or religious discrimination. You may shop, you may join, and you may leave the co-op at any time.
2. Democratic Owner Control
   One Owner, one vote. Your voice will be heard.
3. Owner Economic Participation
   Owners contribute equitably to, and democratically control, the capital of the cooperative. The economic benefits of a cooperative operation are returned to the Owners, reinvested in the co-op, or used to provide Owner services. You control the capital.
4. Autonomy And Independence
   Cooperatives are autonomous, self-help organizations controlled by their Owners. Together, you are autonomous. 
5. Education, Training And Information
   Cooperatives provide education and training for Owners so they can contribute effectively to the development of their cooperatives. They inform the general public about the nature and benefits of cooperation. You can develop yourself into the consumer you want to be. 
6. Cooperation Among Cooperatives
   Cooperatives serve their Owners most effectively and strengthen the cooperative movement by working together through local, regional, national and international structures. You are more successful when you cooperate with others who know how to cooperate. 
7. Concern For The Community
   While focusing on Owner needs, cooperatives work for the sustainable development of their communities through policies accepted by their Owners. You can do something for the community even as you keep succeeding. 

OUGD505 - SB02 - Primary Research

OUGD505

SB02

Primary Research

I created a survey and asked the students in the studio to fill it out.

The survey aims to assess their participation in sport now, when they were in secondary school and when they were in college/post 16 education. I also asked their gender and ethnicity to see if this influenced the result. This survey is not massively reliable as the majority of the students asked are white and female. The survey doesn't take into account the socio-economic situation of the student.

Demographic of people asked.

All participants are students at Leeds Arts University. They are all aged between 19 and 23 (estimate). 

27 Students took part of which 17 were female and 10 were male.

Ethnicity
93% of students asked were white British. This means ethnicity must be discounted as an influencer in this survey as there is not a large enough range.

100% of those asked took part in sport or exercise in Secondary School.

Only 30% of those asked took part in sport or exercise in College / Post 16

44% of those asked are currently taking part in regular sport or exercise. 

Female Results

53% of females asked do not currently take part in sport or exercise.
76% of females asked did not take part in sport or exercise in College/ Post 16

Male Results

50% of males asked do not currently take part in sport or exercise.
60% of males asked did not take part in sport or exercise in College/ Post 16

Male Vs Female.
It is clear that the drop out rate at the age of 16 is more prominent for females. Although, results show that rates pick up again after College / Post 16.

The most common reason for drop out within females is time constraints and considering themselves 'not good' at sports. For males the reasoning is similar, but being too 'lazy' is also a common reason. 

OUGD505 - SB02 - Research

OUGD505

SB02

Research

The issue - The post 16 gap in sport participation.

It is estimated that after young people leave education (when 16 year olds finish secondary school) over 60 percent of them will not take part in physical activity. 

While 64% of 11-15 year olds take part in sport and physical activity, measured as 30 minutes of moderate intensity activity on three days a week, only 25% of 16- to 24-year-olds participate.

The gap was first highlighted in the 1960's by The Central Committee for Physical Activity. It became known as the Wolfenden Gap. 

Sport England:
The Active People Survey shows that participation levels for 16-25 has declined in recent years. 
In order to increase participation rate, sport needs to be made more relevant to the target audience and reach the groups not traditionally served by community sport. 

Challenges faced by young people that may effect their participation in sport:
- Sport is perceived as becoming more serious (greater time demands, as life gets more serious too)
- Increasing awareness of ones own wellbeing. Young people give equal weighting to their mental wellbeing, academic prowess, career and physical fitness, in benchmarking their personal success. 
- Time restraints. sport needs to emphasise its benefits for the individual young person and its potential for providing social experiences for the group. Otherwise it will too easily be traded out of lives.

In secondary school sport is a passive choice, it is part of the curriculum and students must participate. As young people leave school, participation in sport becomes proactive. 

In a working environment, colleges are less of an influence on participation than friends. 

As young people grow up their motivations for being active shift from having fun to looking and feeling good. What they are seeking is often not a sporting outcome. Competing against others gives way to personal goals (particularly for older teens and girls). Being fit is more appealing than being sporty.

There are some negative perceptions of the more adult gym environment. However, the shift towards fitness-related activity begins in the mid-teen years, earlier than previously thought. Eight years ago traditional sports remained more popular than health and fitness ones until the age of 22. Fitness activities now come top for 18s and over.

There also seems to be appeal in activities with age barriers, such as mass participation races, particularly marathons and “adventure races” like Tough Mudder. The rise of fitness sports is in part driven by their relevance to the wider aspirations of looking and feeling good. But they can lead to shorter bursts of activity to achieve particular goals – Alternative activities that have an adventurous element, such as parkour, are offering something different to many traditional sports.

Young people are seeking meaningful experiences – Festivals, holidays, events where they can socialise, make memories together, indulge in their own interests and have fun, are all popular for young people. 


Participation by Ethnic Groups (16 - 25 year olds) 

Results show that males are more likely to take part than females. Mixed race males are most active. Asian women are the least active. 

Participation levels decrease across the age group as some get the choice to drop out and others find it hard to fit sport into their lives.

Ethnicity plays a greater role in participation by young women than men. A growth in the young Asian population between 2001 and 2011 coupled with the low participation rates of Asian females has influenced the overall rate of participation by young women.

Post school drivers for positive experience and continued participation:
Sporting is organised by the friendship group • Strong peer passion for sporting events and activities • Sport is part of who they are. Sport provides adrenaline or relaxation • Sporting environment seen as welcoming and inclusive • Sport is part of a routine • Sport is play

Post school drivers for negative experience and drop out:
No-one in friendship circle organises sport so its left to individuals which can be isolating • Prefer social events • Self-image defined by other activities. See sport as physically painful or stressful • Sporting environment seen as unpleasant or intimidating • Don’t feel fit enough • Friends and family take precedence over other activities.

Reasons for sport drop out amongst 16 - 19 year old girl.
In all sports, almost half as many 16 – 24 year old women take part in sport as men of the same age.

What woman enjoy about sport:
- safety and escape
- Friends and socialising 
- Challenges and achievement
- Enjoyment
- Fitness and opportunities

Barriers to sport
- time restraint - relationships/part time jobs/ 
- more pressured educational environment
- pressure to be socially accepted 
- less direct parental involvement / support
- Increased body conscousness

Personal reasons
- embarresing, lazy, unfit, not good at sport

Lifestyle reasons
- work, school, money, relationships, parental support, friends

Sporting reasons
- unfriendly team/club, no potential career, lack of players, too competitive, jump to senior league, transport, conveniece, no school links with clubs, lack of coaches, risk of getting hurt, no role models, lack of publicity, lack of support from schools. 


Secondary Research Conclusion.
There is a significant drop in sport participation at the age of 16. It is more prevalent in girls, in particularly Asian women.




Used Sites:
https://www.easm.net/download/2010/052de101bf137be2a6761c0a4d00714c.pdf
https://books.google.co.uk/books?id=dIGKcPSE27sC&pg=PA143&lpg=PA143&dq=the+post+16+gap+in+sport&source=bl&ots=rgmm_LbJyx&sig=zoSYAXEAMN1BEU8J3iHTnJ1tbpI&hl=en&sa=X&ved=0ahUKEwiwis291trYAhVEYVAKHZGZAcIQ6AEILTAB#v=onepage&q=the%20post%2016%20gap%20in%20sport&f=false 
https://www.theguardian.com/society/2005/aug/30/health.olympics2012
https://www.sportengland.org/media/10113/youth-insight-pack.pdf