Social Marketing
Spreading Awareness, Advocacy, & ACTION!
Design Challenge
Target Audience: UNIS Community
In this Design project, students will design small laser cut products that will be sold at the UNIS Winterfest. Students will conduct market research to create a prototype of the product they think will raise awareness and inspire action to benefit the endangered animals they encounter on their Trip Week to Cúc Phương National Park. In partnership with Service Learning, they will consider packaging, sales strategies, and effective price points for a target market.
Statement of Inquiry
The BIG IdeaIndividuals can create 'communities for good' around their initiatives.
Factual Questions
Remembering facts and topicsWhat is service learning?
What do charities need?
Conceptual Questions
Analysing big ideasWhat is the difference between awareness and engagement?
How can we create and sell something that sparks action?
Debatable Questions
Evaluating perspectives and developing theoriesWho benefits most from charity?
Key Concept
Links to other learningCommunities
Related Concepts
Sustainability
Markets and trends
Global Context
Real-world applicationGlobalization and sustainability
SKILLS RESEARCH
In this unit, you will be learning how to use Adobe Illustrator to create a vector illustration that can be laser cut into a 2D or 3D product. Please click on the icon to learn more about this skill.
Instructions:
As we begin this unit, let's look at how we will be documenting our Design Cycle process using the Toddle Workbook and Portfolio.
In this unit, we will be addressing most of the 16 strands of the Design Cycle. The diagram to the left cycles through a typical Unit Flow.
You will be given a Summative Assessment Workbook at the start of each Design Criteria (A, B, C, D). This is where you record and save your work over a Design Sprint period of 2 - 3 weeks.
After you have finished documenting a full Design Criteria, you will select 1 - 2 pieces of work to add to your Toddle Portfolio for the Dinner Table Check-In. This is an opportunity for you to share your progress with your family!
Your Learning Experiences in Toddle will keep track of which strands we are focusing on in the Class Stream. Once those strands are completed, they will dissapear from the Ongoing tab.
Some strands take weeks while others take just one class.
Please click on the Toddle button to learn more about how to document your Design Cycle process using Toddle.
A: Inquiring & Analysing
A1: Problem Statement
Explain and justify the need for a solution to a problem for a specified client / target audience
In this project, you will be conducting primary research on a target audience / market. Since our products will be sold at the UNIS Hanoi WInterfest event, our target audience are the UNIS Hanoi Community members who will attend that event. This includes:
Parents
Students
Teachers
In the first step of the Design Cycle, it helps to explain and justify why we are even developing a product in the first place! To do this, we sometimes ask people who are a part of our target audience to help us understand the need for a solution to a problem.
Since this is your first project, your Design teachers have provided you with the Problem Statement for this unit. In future units, you will be asked to come up with your own.
A2: Research Plan & A4: Design Brief
A2: Construct a detailed research plan, which identifies and prioritizes the primary and secondary research needed to develop a solution to the problem independently
A4: Develop a detailed design brief, which summarizes the analysis of relevant research.
Classroom Instructions:
Now that we know the problem to solve, let's consider the research we will need to conduct to learn how to address the problem. To do this, we can break our research plan into two areas that identify and prioritize our inquiry:
Client Research: First, it makes sense to ask of our target audience / market what type of product might solve the Problem Statement.
Skills Research: Once we know what the client wants, we can research the skills we need to learn in order to make that product.
It also helps to classify our research as either Primary or Secondary. To learn more about this, check out this video! > > > > >
Research the Cúc Phương National Park & EPRC websites to gain a better understanding of the wildlife you will be visiting. Also look at previous examples of Winterfest objects to give you some ideas. This is considered Secondary research.
Conduct primary research by interviewing your parents using this Google form.
Review the UNIS Hanoi Market Scan Results in class. Use the template on Toddle to complete your research. This is considered Primary research.
Brainstorm ideas with your classmates and follow the directions below to capture your ideas.
Design Process Documentation:
Now it's time to document your Client and Skills Research!
Open up Toddle and go to your Design Assignments
Select Design for WinterFest - A: Inquiring & Analysing Summative Assessment and open up the workbook submission template.
Click on Slide 1 and read the Research Questions section carefully. Note the difference between Primary and Secondary research.
HOMEWORK: Conduct a primary source interview with your family members and fill in the blue highlighted answers. Click Save.
Consider the Skills Research question (#5) that is provided.
Brainstorm how you can adapt your ideas to cater more to your target audience. For example, if you wanted to create a Pangolin bookmark, but your target market really wants necklaces...then how could you change your idea to sell more items.
Exemplar & Rubric:
A3: Existing Products
Analyze a range of existing products that inspire a solution to the problem
Classroom Instructions:
Now that you have gathered research from your potential clients and considered the skills you need to learn, it's time to get some inspiration! Designers usually don't start from scratch...so let's being looking for some existing products that might be similar to what you have been brainstorming.
Research and analyze 3 existing products and use the following technique:
SWOT Analysis
Strengths
List positive aspects about the product.
Weaknesses
List negative aspects of a product.
Opportunities
List ways to improve the product to make it more relevant to your target audience.
Threats
List things you don't control that could limit the success of your product.
Design Process Documentation:
Open up Toddle and go to your Design Class Stream
Select Design for WinterFest - A: Inquiring & Analysing Summative Assessment and open up the workbook submission template.
Click on Slide 3 and begin researching existing products. Try to find laser cut objects that you think could spark conversation and action!
HOMEWORK: Arrange a time to discuss the options you researched with your family member(s). Select which option, or combination of options, they think you should start creating.
When finished, review all slides in your Design for WinterFest - A: Inquiring & Analysing and press Save.
Complete the Student Evaluation and Mark as done
Exemplar & Rubric:
Teacher Feedback
Now that you have completed your research, let's make sure you are on the right track to create a successful product or solution.
Instructions:
Review the comments and marks on Toddle.
Ask the teacher for clarification if needed. Improve and resubmit your work if required.
Your predicted mark for Criterion A is listed in your feedback on Toddle.
Feedback Checkpoint
B: Developing Ideas
Taking Action!
We don't just want to make and sell our products. The sale should lead to action! Watch the videos below to understand what action is. Then think: How can we create and sell something that leads to action?
Inform, but also offer solutions
Demonstrate the benefits of solutions to problem convincingly
Call for action! By giving concrete ideas
Make your point, but provide solutions
Promote solutions that involve local communities
Share concrete stories of success that people can contribute to
Become a solutionary!
B2: Design Ideas
Develop a range of feasible design ideas, using an appropriate medium(s) and detailed annotation, which can be correctly interpreted by others
Classroom Instructions:
Now that you have a pretty good idea of what your client would like you to create, it's time to think about how your design will actually look in reality. Generating Design Ideas is specific to the type of product you are creating. It's important to check the Resources section to consider how to conceptualize your ideas > > >
It's also a good idea to include important notes, or annotations, about your product to help you and others get a better understanding of what materials you may need to create your product. For example,
Product: What is it?
Materials: What is it made of? Wood or acrylic? If acrylic, also include color...
Size: Height x Width in mm
Thickness: How think will the wood or acrylic be? 3mm - 6mm maximum
Materials: Extra materials you might need such as a keychain, necklace string, clasps, earrings, etc...
Design Process Documentation:
Consider the research you have done so far:
Market Scan Analysis
Classroom Brainstorming
Parent Interview
Opportunities you identified in your SWOT Analysis
Cúc Phương National Park Trip Week!
Draw 3 concept sketches based on the Opportunities identified in A3 and 1 Unique idea that could be a combination of products or something totally new!
Take quality individual photos of each of the concept sketches
Open up Toddle and go to your Design Class Stream
Select Design for WinterFest - B: Design Ideas Summative Assessment and open up the workbook submission template.
Click on Slide 1 and paste in your photos
When finished, click Save.
Exemplar & Rubric:
B3: Present & Justify Design
Present the final chosen design and justify its selection
Classroom Instructions:
Pick the Cúc Phương sketch you would like to make the most and place it into Illustrator.
Use your pen tool skills to trace your drawing.
When you are finished, hide your original image layer and prepare your fill and cut lines.
To engrave something, your fill or stroke color needs to be 100% Black in the RGB color mode. If you want to cut something out, it needs to be 100% Red in the RGB color mode...AND your stroke needs to be set to .001 pt. MAKE SURE YOUR CUT LINES ARE CONNECTED AND THERE ARE NO GAPS!!! If not, the laser will not cut all the way through your outline.
Show your final file to your Design Teacher and / or TA before filling in the below form.
When you have approval, use the Design Job Beta Request form to send your AI file to be laser cut.
Design Process Documentation:
Open up Toddle and go to your Design Assignments
Select Design for WinterFest - B: Design Ideas Summative Assessment and open up the workbook submission template.
Click on the + to add a slide and add a picture of your beta tested product. Add any changes you made to the beta after testing with your parents.
When finished, click Save.
B4: Planning Drawings
Develop accurate and detailed planning drawings/diagrams and outline the requirements for the creation of the chosen solution.
Classroom Instructions:
After discussing your beta tested product with your parents and making the appropriate adjustments in Illustrator, bring your final product to your teacher or TA for a final check.
After approval, fill out the Design Job Request with your final file.
Take a screenshot of your final digital drawing and add it to Toddle.
Design Process Documentation:
Open up Toddle and go to your Design Class Stream
Select Design for WinterFest - B: Design Ideas Summative Assessment and open up the workbook submission template.
Click on Slide 2 and paste in a screenshot of your final traces.
When finished, click Save.
Exemplar & Rubric:
Self Evaluation
Now that you have completed your designs and specifications, let's reflect on your progress.
Instructions:
Review the comments and marks on Toddle.
Ask the teacher for clarification if needed. Improve and resubmit your work if required.
Your predicted mark for Criterion B is listed in your feedback on Toddle.
Feedback Checkpoint
C: Creating the Solution
C3: Product & C4: Modifications
Follow the plan to create the solution, which functions as intended and is presented appropriately
Fully justify changes made to the chosen design and plan when making the solution
Classroom Instructions:
Present your final design by documenting the following:
A picture of your final laser cut product that is well lit and cropped performing it's intended function. For example, earrings, necklaces, bracelets are all being worn by someone. Keychains are hanging off backpacks. Ornaments are hanging in a tree.
A short video of the product functioning as intended
Description of key features of your design (i.e. 3mm thick plywood laser cut keychain with metal clasp) including a price point. If you don't know how much to charge, consider looking at the Developing a Pricepoint slideshow.
Image of your final product or solution that is cropped and framed well with good lighting.
List of all the changes and modifications you made to your product after the test cut and parental feedback.
When finished, use the slideshow below to develop a Price Point
Design Process Documentation:
Open up Toddle and go to your Design Class Stream
Select Criteria C: Peer Assessment Summative Assessment and open up the workbook submission template.
Click on Slide 1 and paste in a picture of your final laser-cut product and short video of the product functioning. List all changes & modifications made since your test cut and add the key features of your design.
When finished, click Save.
Peer Assessment
Now that you have completed your product or solution, let's reflect on your progress with a peer.
Instructions:
Review the comments and marks on Toddle.
Ask the teacher for clarification if needed. Improve and resubmit your work if required.
Your predicted mark for Criterion C is listed in your feedback on Toddle.
Feedback Checkpoint
D: Evaluating
D3 Improvements
Explain how the solution could be improved
D4: Impact
Explain the impact of the solution on the client/target audience
Classroom Instructions:
Congratulations on finishing your design and selling your product at Winterfest. Now it's time to reflect on how well your product was received by the target audience and what improvements you could consider making to increase your impact. To do this, it's a good idea to look back at our initial Problem Statement and consider if we have made an impact in solving the problem.
We will be using the Design Command Term of Explain: Give a detailed account including reasons or causes
Explain how the solution could be improved
Explain the impact of the solution on the client / target audience
Design Process Documentation:
Open up Toddle and go to your Design Class Stream
Select Criteria D: Family Presentation Summative Assessment and open up the workbook submission template.
Click on Slide 1 and write a paragraph explaining how you could do to improve your product so that it would have had more success in raising awareness about Cuc Phuong National Park.
Explain how you believe your product has impacted your target audience using the following sentence starters
During Winterfest, I helped to raise awareness about Cuc Phuong by ________
I raised about ₫_________ selling my product
One action I think my product inspired my target audience to consider doing was ________
Resources
Family Feedback
Now that you have completed your product or solution, let's present your progress with your family!
Instructions:
Review the comments and marks on Toddle.
Ask the teacher for clarification if needed. Improve and resubmit your work if required.
Your predicted mark for Criterion D is listed in your feedback on Toddle.
Share your final product or solution with your Family.
Feedback Checkpoint