4HER Project proposal

Original proposal
Uyen's original proposal is available on the shared Drive.

In the first individual assignment, Uyen chose the second brief from the client LIFE Center (Refer to Clint's Brief) and developed a proposal of two videos and two flipcharts that are used as training materials for female factory workers.

The video:


Above are the original moodboards for the videos.

For contraception methods video, the storyline is a lady worker getting worried about having too many kids, then she learns about different types of contraception methods. Every method is 'humanized' and organized in families: family of pills, family of injection, etc. The methods can be portraited as cute and unharmful.

For nutrition care video, the video starts with a BMI maginify scope trying to defy which women is healthy. Then it is revealed that to be considered healthy, many factors needed to be consider: nutrition, appropriate resting time, exercise. The video ends with a self-love message.

The flipcharts:


For contraception methods flipchart, the unique selling points offered to the client are the extra sharings from women who have experienced the types of contraception methods mentioned in the flipchart, so that the female workers will feel less scared using them. Another suggested feature is the contact point of medical centers in several areas, as well as the price comparison between methods for the audiences.

For nutrition care flipchart, the unique selling point offered to the client is the price market of several alternative options for a nutritious meal, which can be applied for factory workers struggling financially and need to feed a big family.

Brainstorm and Ideation
After the team was formed on 16/07/2021, all team member brainstormed on a revised proposal to send client on 19/07/2021.

Miro board of the first brainstorm section:



Contribution of each individual can be found in the folder here

In summary:


 * For the storyline of Contraception methods, Hoang suggested that we tell a story of a factory worker overcoming her fear and coming to a clinic to ask about modern birth control methods.
 * For the storyline of Nutrition care, Quyen suggested that the screen should be in comparison between a healthy person and a weak person (spilt the screen in two halves). The comparison will runs continuingly through a day of a factory worker, from morning to night.
 * For the art direction, Uyen suggested that the team use low poly and plain-colored style for 3D, so that it's more likely to be consistent through all member working on 3D and savee time for everyone. and Jay suggested that the 3D models for birth control methods shouldn't be humanized and should be kept as realistic as possible, so that it is easier for thee workers to visualize the object.

Full proposal
Refer to Full proposal pdf for the document that was sent to the Client on 19/07/2021 and was used as the presentation slides on the first pitch on 22/07/2021.



This is the first document that the team work on together.

Storyboard


This contraception methods moodboard are drawn by Hoang.

Client's respond: while they understand the reason behind using the colors purple and blue to express the main character's emotion, they think it is better to use the exact color of the PHE uniform and workers' uniform (refer to Design Consistency for details)

This nutrition care storyboard is drawn by Quyen.

Client's feedback: They like the idea of comparing between a healthy and unhealthy people, but tey suggested that it should be comparing one person in the present (healthy) and in the past (unhealthy). They also want to incorporate the role of PHE more into the video, therefore adding another layer of meaning to the video: encouraging workers to become PHE and share information to their peers.

Moodboard


The moodboard is prepared by Jay.

Client response on moodboard: they like the colors and remind the overal, the factors needed to convey are: MODERN, POSITVE, ATTRACTIVE.

Client's general response on renewed proposal
Refer to first pitch for details.

Change in outcome expectation and priority levels
After the midway feedback session (see Clien't Brief and Pitch for more details), the team prepared a new proposal and a revamping plan for both products in 5 days, so that the team can ask for a meeting with the client to better explain the ideation and avoid any confusion and delayed feedback from the client like last time. The deliverables offered in this proposal (which was approved the the client) are 01 training video and 01 printed flipchart (both in CM topic). "Nutrition care" package is now listed as priority 2 and 3 and doesn't make it way into the proposal due to the team's restraint in time and resources.

Flipchart - 2nd iteration
Visual direction

First option : Without Background - Focus on main visual ( Which was approved by Client )

Second Option : With Background - Easier to communicate to audiences

Training video - 2nd iteration
Script

The script was adjusted and shortened accordingly to the client's desire. Quyen, Uyen and Thuc worked on this revised script and ensure that the information part of each method doesn't exceed 2 minutes, and half of the script was dedicated to storytelling and additional animation that makes the video 'less boring'. Taken lessons from the 1st iteration, the script was written in complete Vietnamese this time to avoid any confusion.

After getting feedback from a meeting with Client on 25 August, the Script was approved and had a little adjust and become final version

Storyboard

The storyboard was drawn quickly by Quyen and Uyen. Taken lessons from the first iteration that the client can't seem to visualize the animation based on the description on the scriptm this storyboard was drawn solely for client's understanding and for aiding the pitching session.

Visual direction (human figures)

After feedback from Mr Phong from LIFE ( Check Client Brief for detail ) Jay developed the visual of Contraception Video, the background was more detailed and character changed from outline style into color-filled and more realistic.

This second proposal highly pleased the client, thanks to the timely adaptation and improvement in response to their previous feedback. The team was given the permission to proceed with almost every thing in this proposal (excluding the flipchart visual) directly after the pitch.