THE SCRAPPY NEWS SERVICE

Communication Design,  INSTRUCTIONAL DESIGN, DESIGN STRATEGY

 MFA Design for Social Innovation

Client: Going to School, India

 

Background

For almost 15 years Going to School has worked in India to increase school attendance, lower dropout rates, and guarantee access to entrepreneurial skills that enable children to graduate and get or create a job in a 21st century Indian economy.

Scrappy News, Going to School’s newest initiative, is a makeshift news service featuring stories by kids, for kids, who learn to investigate real life problems in their community and solve them. Scrappy kids are “using sustainable or recycled materials on hand and design thinking to find their real-life problems, a solution to the problem, and broadcast it to their peers, ” said Padmini Vaidyanathan.

Scrappy News wants to be broadly accessible on national television, an app for mobile devices, and a web media channel. Going to School wants to grow Scrappy’s presence from its current presence in 18 schools to 1 million children across India, building a movement that catalyses a global Scrappy revolution that will teach and inspire kids to work together to solve the planet’s toughest problems.

BRIEF

Going to School needs actionable strategy that aligns their efforts, and creates efficiency and accountability towards their critical gaps, among which: refinement of their User Experience (UX) and copy; a plan for the ScrAPP launch; deployment across mobile, Youtube and a native webpage that’s driven by feasible goals and user-friendly, while creating a cohesive ecosystem for the Scrappy program.

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TARGET AUDIENCE

Scrappy’s audiences are school children, parents of school children, teachers, social entrepreneurs as well as state and national government partners.

Their point-of-entry audiences are children in rural and urban areas between the ages of 9-17 in Bihar state, Mumbai and Delhi, where issues in girls’ education inequity, low school attendance, and high dropout rates make it an area of urgent educational intervention. They intend to expand to schools in the USA and Mexico and have registered in both countries in order to do so.

THE SCRAPPY PROCESS

Research: A detailed understanding of assets, processes and the team of Scrappy News Service.

Opportunity Finding: Creating insights for an actionable strategy for Scrappy News to launch and grow.

Creative Development: Using tools and media to communicate the strategy for Scrappy News.

Implementation: Designing and shaping strategy for Scrappy news service.

Final Deliverable: Packaging and sending the final output

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THE RESEARCH AND OPPORTUNITY FINDING

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THE PROMISE FOR SCRAPPY NEWS

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CREATIVE DEVELOPMENT 

SERVICE DEVELOPMENT

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THE SCRAPPY BOOK

A manual to develop scrappy news service on the field. The manual comprises of research tool kits for implementation of Scrappy news anywhere (to scale everywhere– India, the U.S and Mexico), consists of clear brand guidelines for the Scrappy team and Going to School team and lastly, also consists of the Scrappy Journey that can help any stakeholder of the Scrappy ecosystem help shape the newsroom, participate and promote Scrappy News Service.

LEARNING GOALS

Team work, insight generation, facilitation, sense making, critical thinking, creative and collaboration

TEAM

Nicholas Chan, Stephen Morrison, Zongliang Shang, Hrudaya Veena Yanamandala

CONTRIBUTION

Research, insight generation, Visual Storytelling, Concept Development, Illustration