Design for Diversity

Design for Diversity was a exercise aimed partly to understand principles of communicating messages to people, partly focused on creative development of an advertising campaign.

We had to choose a campaign we want to focus on:

• Budget flights to European cities for wheelchair users
• National Trust membership for people of Afro-Caribbean heritage
• Twitter to over 65s
• Young people to join the Church of England

and research the target audience: who are they, what do they like, what motivates them, what music do they like, who are their role models and what requirements and barriers are specific to them.

Our group has chosen the “Budget flights to European cities for wheelchair users” campaign. We did interesting research and, apart from other things, we found that wheelchair users enjoy experience that doesn’t have any unexpected surprises. The like to know what to expect at every stage of the journey – at the airport, at the check-in, boarding the plane, landing and finally leaving the airport with options for transport / accomodation – simply just like anybody else.

After brainstorming we came up with an idea of a booklet provided for wheelchair users after booking the flight, describing the whole process step by step in comprehensive form, with plans of the airport (disabled toilets, lifts etc) and all the important telephone numbers etc.

For our presentation we prepared a magazine ad lazout and TV spot storyboard, followed by all important data we found through our research.

The whole exercise was great fun, especiallz that research and brainstorming ideas bit! Looking forward to some future ones!