Branding with the Locals.

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(The VHSND team conducting the workshop with FLHW’s.)

The Village Health Sanitation Nutrition Day (VHSND) team conducted workshops with Front line health workers (FLHW’s) to understand colloquial elements and local perceptions essential for re branding VHSND. We conducted two workshops which involved about 65 ASHA’s and 20 ANM’s (in groups of five).The aim of the first workshop was to understand sources of local information gathering, perceptions and understanding of different imagery and understanding local views of VHSND’s to help us arrive on a visual and vernacular association for VHSND’s.

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( The FLHW’s expressing their ideas.)

The second workshop was conducted to further evaluate and validate the created identities through identity refinement, discussions and voting’s for potential name and identities. The workshop involved conversations around ideas, thoughts on the emotions and sensory associations. Further we asked the FLHW’s to visualize elements for creating a VHSND identity. They were asked to either write or draw it. The rationale was to understand their thought or idea of a VHSND. It also helped us gain an understanding of their opinion on what a village health day is according to them and what are the attributes they associate with them.

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( Showing the FLHW’s the concepts for the identity.)

In yet another exercise we showed them concept cards and asked them to write down the first response that comes to their mind around it.They were to pen down what they understood of the visual form and the emotions that it generates. This exercise helped us learn their ability to understand different visuals at different levels of abstractness and their semantic perceptions to inform us of what degree of abstractness could be considered while designing the visual identity of the VHSND.

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( The feedback received from the FLHW’s )

In the last leg of the workshop we asked the FLHW’s to vote for the best visuals according to them that could define what VHSND stands for. The ‘designing with the users’ approach was extremely productive and insightful, it not only gave us an understanding of what would work and what not but also provided the much required direction to create something which is deeply rooted in contextual understanding of what VHSND is and what it stands (could stand) for.

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