The Problem
Topic
Albinism is caused by defective or absent tyrosinase, an enzyme necessary for melanogenesis. Although rare in the western world, albinism is quite common in sub-Saharan Africa, likely as a result of consanguinity. Not only is acquiring health care for the condition difficult, high levels discrimination are present to a point of murder—due to people's false beliefs that the organs and bones of persons with albinism are capable of giving you wealth and good fortune, this consequently being a result of influence from believing in witchdoctors.
Insights
According Amnesty International, not only are persons with albinism struggling to access their essential health care and treatment, persons with albinism are often excluded from accessing state aid in some countries, such as social grants, due to access criterion that does not view their condition as a disability.
POV Statement
Children with albinism ages 0 – 18 and who live within South-Eastern Africa, need a way to continue to receive their treatment from healthcare facilities as well as have access to essential products for their health care because due to the Covid-19 pandemic, access to these necessities have become difficult.
Our Solution
How might we ensure that persons with albinism continue to receive their health care treatments as well as extend the reach of current helping services, in order to expand the reach of such assisting facilities, and therefore help more individuals whom suffer due to this condition?
The Solution
A fundraising campaign implementing a strategy to combat the unsafe living conditions of persons with albinism in Africa through mimicking the uncertain aspects of their lives in the user’s interactions with the campaign. The existing subsequent physical media's intractability allow for a seamless and fast donation method utilizing unique QR codes which when scanned, theoretically enable immediate payment options through access of Google Pay or Apple Pay, etc. Moreover, digital platforms are implemented, further extending the social reach of the Albinism Aid Fund (AAF).
Established organizations we want to reach out to/fund through
Our Logo
The logo's mark design is comprised of three elements, the eye, a double helix DNA and a outer surrounding shape. As seen throughout its design, an incomplete appearance exists as a manner of further relate the conditions of albinism within the identity of the campaign. The incomplete eye is representative of unclear vision, the hollow DNA strand depicts the lack of ability to create the melanin pigment, and the surrounding outer shapes illustrate ideologically, a second layer of skin wherein the AAF organization aims to protect their sensitive skin, however more importantly to protect persons with albinism from the harsh environment they exist within.
Colour Palette
Interactive Print Posters
Various interactive print posters | Poster mockups by MediaLoot
Transparency layer posters are employed in high traffic mall areas wherein the poster itself becomes a a filter to view the world in the manner of which a person with albinism would. This is compounded by the informative content of these typographic posters.
Thermochromic ink layered poster
Thermochromic ink (heat reacting ink layer) within this poster initially depicts a black page which further reveals the posters graphics. The usage of this element within the design produces an experience in which the user is met with a realization of sensitivity with regards to the albinism condition, due to the interactive manner of portraying the sensation of having fear for the sun.
Information Board
The above images demonstrate the manner in which the information boards will be placed, as well as an example of a UV skin scanner that would be utilized alongside this media platform.
Informational poster boards
Information boards placed within malls will be utilized for a multifaceted purpose. A free UV scanning allows the user to view their blemishes in addition to possible skin damage; moreover, the viewer is presented with a digital poster whereby empathetic feelings are further created toward the scary life of that of someone with albinism may experience.
Social Media Posts
Instagram posts displaying preferred enlarged text size applied. | Mockups by Unblast
Three sets of social media posts communicate insights related to visual issues that persons with albinism may deal with on a day-to-day basis. These posts showcase enlarged texts, colour inversion accessibility, as well as the action of turning on night mode on device features.
Instagram posts displaying 'invert colour' accessibility function applied.
Photophobia, commonly known as light sensitivity, is an intolerance of light. Brightly lit environments and/or sources can cause discomfort, especially amongst persons with albinism. To cope with the strain of light, people may need to squint and close their eyes. However utilizing a device's accessibility features and turning on functions such as 'invert colour' or 'colour conversion' can help minimize this. The dark mode as seen above demonstrates what this function can do. Similarly, a less extreme version of colour inversion is 'night-mode', wherein the colours on a device appear to be warmer in tone and easier on the eyes.
Instagram posts displaying 'eye-comfort / night mode applied.
Social Media Story Filters
Instagram story filter 'Photophobia' | Mockups (edited) by Unblast
The campaign makes use of a VR filter. Users will be able to experience a semblance of how a person with albinism might see things. 'Photophobia' aims to mimic the bright intensity a person with ocular albinism might experience, shown through white light spots and a bright film over the image.
Website
AAF website design layout
Correspondingly to the physical as well as the digital media interactive methods of pay, the website provides a manner of further monitoring the campaign's progress and funding goals. Additionally, prior to a funding transaction, individuals are capable of easily accessing this website as a manner of examining its intent in conjunction to further gain more information on the subject matter—that being the albinism condition together with the campaigns partnered organizations.
