CHHAA JAA
2019
GIRL EFFECT
What we did:
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Branding
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Brand Strategy + Design
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Brand Architecture Design and Strategy
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Brand Tone of Voice
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Digital and Social Media Design Strategy
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Motion Graphics
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Logo Animation
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In Video Animations
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Website Design
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Research
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UI UX Design
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Wireframing
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Testing
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THE BRIEF
Girl Effect was created in 2008 by the Nike Foundation, the organisation focuses on empowering and improving the lives of adolescent girls in developing countries. In India, They launched a unique digital brand called 'Chaa Jaa' creating sexual health awareness and career-related content for young girls in small-towns. LOCAL was brought on board on 3 projects:
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To create a dynamic brand language that would span across all its sub-brands and be animation-friendly
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To design a website so that girls could access important health information from the desecration of their mobile phones.
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Social Media support to push out their ‘Bol Behen’ and ‘Bak Bak Gang’ Campaigns along with new content for their target group
BRAND BUILDING
We analyzed the behaviors, language, and vocabularies of our target group, and aligned with the clients on desired outcomes from each brand. touchopint.
The brand language was then meticulously crafted to deliver medically accurate information and visuals, drew from the persona 'Sangeeta's' search history. Using a mix of vernacular and 'Hinglish,' the copy aimed to resonate with youth.
Prioritizing a cool, youthful brand, we infused personality and fostered follow-ability, with the ultimate goal of forming authentic connections with young female audiences.
WEBSITE
A year after the brand was launched, LOCAL was commissioned to design their website. This was to be a key touchpoint for the brand where the Chhaa Jaa persona 'Sangeeta' could come for all her sexual health related queries and content. It was to be a jump off point for her for the 'full Chhaa Jaa experience'. She could access sexual health related blogs, shows, apps, gynaecologists and pharmacies near her.
SOCIAL MEDIA PRODUCTS
For their social media, Chhaa Jaa wanted to create a sense of community and a place where their persona ‘Sangeeta’ could turn to for friendly advice on not just sexual health but information regarding all things that interested her : self help, covid protocols, movies, mental health,etc.
So we co-created some social media properties :
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Bol Behen a facebook chat bot that answers her most pressing questions.
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BakBak gang a girls only facebook group which acts as their digital safe space
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She yearns for freedom, discovery and to express herself
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She is looking for symbols that stand for her inner spirit. The more clear and direct, the more relatable.
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She sees becoming the ‘city girl’ as her evolved, ‘cooler’ self.
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Comedy is her escape
Encourage girls to believe their future is their decision! We want to make it normal for girls to think about going to the doctor's or talk to their parents about choices for their education- we know that when one girl is inspired to act, she motivates others to do the same, acting as a digital big sister or friend for girls to go as they make decisions that will define their own futures!
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BRAND BUILDING
ICONS, ILLUSTRATIONS AND ANIMATIONS
the sub-brands
Utilising over a year of field research, LOCAL created 3 sub-brand identities for its 3 show formats. While these identities were unique, they came together to create the 'Chaa Jaa' universe using a unifying graphic language.
Website design
A year after the brand was launched, LOCAL was commissioned to design their website. This was to be a key touchpoint for the brand where the Chhaa Jaa persona 'Sangeeta' could come for all her sexual health related queries and content. It was to be a jump off point for her for the 'full Chhaa Jaa experience'. She could access sexual health related blogs, shows, apps, gynaecologists and pharmacies near her.
wireframing
PROTOTYPING AND TESTING
PROTOTYPING AND TESTING
The website should be sign posting and not preaching. The girls should know why they are choosing these services and access them meaningfully, not blindly scroll through the website.
Ui designs
SOCIAL MEDIA
For their social media, Chhaa Jaa wanted to create a sense of community and a place where their persona ‘Sangeeta’ could turn to for friendly advice on not just sexual health but information regarding all things that interested her : self help, covid protocols, movies, mental health,etc.
So we co-created some social media properties like :
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Bol Behen a facebook chat bot that answers her most pressing questions.
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BakBak gang a girls only facebook group which acts as their digital safe space
Leveraging social media platforms to encourage small town girls to openly discuss topics of health, career, sex relationships and others, proved to be quite effective with a casual tone of voice
CREATING BOBE
Bol Behen (BoBe) is a character developed as a mascot for better and fun interaction with audience. She is a non-judgemental, confident girl, has answers to all sexual and menstrual health related questions, even about relationships!
The tone of voice and communicative words are very friendly and casual, as if audience can speak to a friend. We have used both Hindi and English for better access.
BAK BAK GANG
During the high panic days of the Corona Virus, the girls had more to worry about than just sexual health, safety protocols, mental health, staying in touch with friends etc. were topics that we needed to give them correct information about. Hence Bak Bak gang was born. A girls only Facebook group that let them freely have discussions and create connections at the time of complete lockdown.
