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