Detailed Design

Changing habits: For a Future with Water

Renata Chiaradia

ETEC 651- Professor Nadia Naffi

Concordia University, 2015

DETAILED DESIGN 2

Introduction

Based on the High Level Design previously handed in, two interventions were chosen to

address the issues performers, in Associação Alphaville Residencial 3 (AAR3), were having

towards saving and re-using water. The sponsor for this intervention campaign is the director of

AAR3 Antônio Carlos Lavrador. Combined, all the interventions proposed in the High Level

Design will lead to achieving Job One: Housekeepers in AAR3 will save water effectively when

performing daily tasks without major difficulties (90% independently).

Intervention 3: Eyes on Me!

Audience targeted Housekeepers, residents and employers

Genre Billboard Advertisement

Medium Print

Objective it addresses Given the awareness raised, housekeepers always identify the reasons

why it is imperative to urgently save water in the coming months

while performing their daily tasks

Intervention

Billboard advertisements will be placed on the avenue which buses take to get to

Associação Alphaville Residencial 3 (AAR3). The objective of this message is to raise

awareness about the water crisis and how the problem could impact everyone’s lives if there is

no more water. The purpose of this intervention is to shock performers, so they can reflect about

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their habits and start taking actions towards changing their routine when using water. This

intervention will be also a reinforcement of the overall campaign happening in AAR3.

These advertisements will be placed on the extension of Avenida Yojiro Takaoka. The

avenue which leads to AAR3. They will be placed on both ways of the avenue. Refer to

Appendix I to get an image overview of the area where AAR3 is located, and to see the

extension of the avenue.

On Appendix II it is possible to see where exactly these advertisements will be

positioned.

Specifics

Materials to be produced:

Twelve billboard advertisements (two of each), standard size (according to the rules of

the area where they will be put on) will be produced containing images conveying the message

of the impact of a world without water. Billboards will be placed in sequence at the extension of

Avenida Yojiro Takaoka. People who leave and arrive in the region will be able to see the

billboards because they will be placed on both sides of the avenue.

The campaign name is: Water is Life. Billboards will convey strong and impactful

images connecting society to the serious water crisis. The audience will be able to relate to the

advertisements.

Overview of the Billboards:

Billboard 1- Portraying happy days. An image of green vegetation and water. Image is clear and

colours are vivid and full of life.

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Billboard 2- A big faucet (coming out of the Billboard) with water running will show colourful

icons of lots of activities performed with water: drinking, washing fruit, vegetables, brushing

teeth, flushing, eating, cooking, taking a shower, among others.

Billboard 3- Same image as advertisement 1 but instead of vegetation and water, drought will

replace them.

Billboard 4 - Same image as Advertisement 2 but instead of water, nothing comes out of the

faucet.

Billboard 5: A big real hourglass with water inside conveying the message time is running out, if

action is not taken.

Billboard 6: Image conveying the message Save Water.

Drafts Materials

Billboard 1

*Image has to be very colorful and attractive

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Credits: “Waterfall with trees and some rocks”, by Marianne Gagnon (tree on the left)

“Nature/Paysages” by Psommerer (tree on the right)

“Blue Water, Lake Tahoe” by Downtowngal (ocean)

“Desert”, by _Marion (sky)

“Planeta Água”, by Olearys (water drop)

Billboard 2

Credits: “Desert”, by _Marion

“Planeta Água”, by Olearys (water drop)

*Image has to convey sadness and colours are pale.

Billboard 3

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Credits: All icons from flaticom.com (refer to reference)

“Planeta Água”, by Olearys (water drop)

*Faucet will come out of the Billboard. Images will have colour.

Billboard 4

Credits: “Planeta Água”, by Olearys (water drop)

Faucet icon from flaticom.com

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*Faucet will come out of the Billboard. Maybe background could be darker to

convey a message of sadness to audience (to be discussed).

Billboard 5

Credits: “Planeta Água”, by Olearys (water drop)

“Horloge”, by OpenClips

*A real hourglass will be used and real water will be inside

Billboard 6

DETAILED DESIGN 8

Credits: “Planeta Água”, by Olearys

*Image should convey the dependency of people on water. Without water, people won’t survive.

** Images are illustrative using pictures from Creative Commons License to convey similar

ideas to be created by the professionals responsible for developing the advertisements.

Instructions about the language on the advertisements: All the advertisements should convey

the messages mainly by images and very few words. Audience who is illiterate or functionally

illiterate should be able to understand the messages, without having to read if words are

provided. Language is simple and concise and the billboard advertisements deliver a clear

message by telling a story that builds up.

Formative Evaluation

Technical and Editorial Reviews

An expert will be asked to review the content of the draft of the billboard advertisements

for content accuracy, message delivery and visuals one month before the implementation of the

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intervention. A meeting with the person in charge of the advertisements will be scheduled and a

questionnaire will be brought in to guide the review of the material and changes to be made.

During the meeting, the questions below will be used.

Questions Comments

1-As the images are conveyed now, is the

message clear?

2- Is there any misleading message being

conveyed?

3- Do you think instead of icons, is it better to

use more real elements on Advertisement 3?

4- Do you think the messages could be

understood by the people who can not read?

5- What do you think about the alignment of

the messages and visuals?

6- What about the colours and sizes of the

fonts for a billboard? Are they adequate?

7- Any other suggestions or comments?

Pilot Test/ Usability

Two focus groups will be used for the usability. The three groups will be interviewed

separately for accuracy of information. Group 1: five employers, Group 2: five illiterate

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housekeepers, Group 3: five literate housekeepers. They will be asked to observe the

advertisements and talk about what feelings they have when looking at them.

This meeting will be recorded to capture body language and reactions to images, and notes will

be taken.

Questions:

1- What do you see in Billboard 1? What about in Billboard 2? Billboard 3? Advertisement

4? Billboard 5? Billboard 6? (Images will be shown separately first)

2- What is the message conveyed?

Images will be put in original sequence they would appear on the side of the road and

questions will proceed:

3- What are the feelings you have after looking at these ads?

4- Is the message happy or sad?

5- What do you think the overall message is?

6- What is the first word that comes to your head when you see them?

7- Do you like these advertisements? Would you change anything?

Summative Evaluation

For the summative evaluation, the impact of the advertisements should be measured. The

administration of AAR3 will be contacted every 2 weeks after the intervention is implemented,

to verify if water is being saved, and if there are changes in behaviours inside the community.

The advertisements reinforce the overall campaign happening inside the gated community,

therefore observing the engagement in the interventions is a way to measure commitment and

evaluate the campaign.

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Questions to be asked the administration staff and workers that are part of the

intervention processes (concerning employers/residents) and questions to be asked the employers

(concerning housekeepers):

1- Are people using the materials provided?

2- Are they asking questions?

3- Are they searching for new solutions?

4- Are they participating more in the community?

5- Are they exchanging ideas?

6- Are the water bills reduced? What is the percentage of reduction?

7- Are people using the phone lines provided?

8- Are people accessing the tutorials?

9- Are the performers talking about the advertisements to each other? Is there any

commotion revolving the billboards?

Intervention 10- Job Aids

Audience targeted Housekeepers

Genre Job Aids

Medium Print

Objectives it

addresses

Given the knowledge acquired about the new daily tasks

performers need to change in their routine, such as washing

clothes/dishes, cleaning floors, bathrooms and yards, housekeepers

will install and uninstall tools which will enable them to spend less

time on procedures that use water as a resource

Given the integration of the new tasks into their routine,

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housekeepers will reduce consumption of water the second month

after the intervention starts, increasing this rate as tasks become more

integrated into their routine

Provided with the right tools and resources, performers will apply

effective measures in their daily routines to use less water based on

the tasks to be performed

Description

This intervention acts as a reminder and also as a step-by-step visual aid. Images and

simple written text are used to reach all the performers targeted, the literate, illiterate and

functionally illiterate. Whenever the housekeepers have a problem regarding how to proceed, the

Job Aids will be there to quickly remind them of the steps needed to accomplish the job. Job

Aids will be placed on the corresponding working areas of the house. Performers will be exposed

to the Job Aids before the intervention. Job Aids will be placed in areas within reach and will be

laminated to avoid deterioration due to water contact, and to be carried out within the work

place. The tasks included in the Job Aids were based on the videos posted on the Sabesp (the

water supply company) web-site, and on the government page as well, concerning how the

population can adapt their daily tasks to effectively save water.

It is important to understand these performers. These housekeepers are responsible for

washing the dishes, cooking, cleaning all the parts of the house. They work full-time and have

low or no assistance during their working day. It is important they acquire a certain

independency.

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These Job Aids will be introduced in the beginning of the overall campaign from day one,

before the Job Aids are delivered to the work place. Housekeepers need time to process the

information on the posters provided and will have the chance to get used to them by being

exposed to the material beforehand. During another intervention, which is the simulation,

housekeepers will also perform all the tasks described using the Job Aids, therefore, once they go

to their work place, they will understand the information and how to proceed.

Four Job Aids were prepared to cover some parts of the house. They should be placed in

an area provided by the employers with easy access of the employees. The Job Aids have are

made to be also carried around the house in case housekeepers need to use them outside or bring

them to the garage.

Specifications

Materials to be produced: 2000 Laminated Job Aids and 7500 red velcro circles.

One poster of each type and 15 velcros to be distributed in each house where there are

housekeepers working. There will be four Job Aids supplied to cover the main areas of the

houses: Bathroom, Floors and Cars, Kitchen, Yards and Laundry. It’s up to the employers to

provide a space where Job Aids could be placed.

Each Job Aid will have a small velcro patch area placed near each task. If the

housekeepers have questions regarding a specific task, they will place the red circles given on the

corresponding task. It will be easier to spot where there is a problem and solve it. Employers are

the first contact to assist performers in case questions emerge. If employers can not help them, a

phone and an e-mail will be available on the Job Aids. The phone line will be available for two

hours and the e-mail concerns will be replied in twenty-four hours. There will be a person in the

DETAILED DESIGN 14

administration department in charge of answering the phone and replying to e-mails to clarify the

concerns that may arise.

Sizes of the Job Aids: A2 format (Height: 42 cm Width: 59,4 cm)

Type of paper: Laminated material for longer durability

Intervention implementation: The Job Aids will be available on day one of this performance

campaign. Job Aids will be put at the entrance of AAR3 to get employees attention. At the

simulation training, which is Intervention 8, housekeepers will use them to perform the activities

and get used to them before they are sent to the work place. The simulation training will take

place one week before the implementation of this intervention. Using the Job Aids in the training

section will teach housekeepers how to use the resource as a helping tool. The Job Aids should

remain at the work place until tasks are integrated into the routine and activities flow naturally.

Draft of the Materials Provided

The light green dotted squares are the spaces provided for attaching the red Velcro, in

case performers have questions regarding the corresponding task. It serves as a marking tool.

Icons should be more colorful. Each Job Aid will have a different colour on the top to be easily

identified by the housekeepers. So the associate the colour to the environment it belongs to.

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Some icons belong to the Piktochart database and the others are from flaticon or thenounproject.

(Check references).

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*This image does not have to follow the sequence shown. Order is not important to for tasks to

be performed. It is just showing how tasks should be carried out. To flush, captured water from

the tanks or from the shower (captured by residents while showering or water from the machines

or rain)

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*Some icons belong to the Piktochart database and the others are from flaticon or

thenounproject. (Check references).

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*Some icons belong to the Piktochart database and the others are from flaticon. (Check

references).

DETAILED DESIGN 20

*Some icons belong to the Piktochart database and the others are from flaticon. (Check

references).

Formative Evaluation

Technical and Editorial Reviews

The draft of the materials provided will be shown to two Subject Matter Experts, who

will assess the content of the Job Aids and their accuracy five weeks prior to the beginning of

this campaign. Before the intervention is implemented, the material will go through the SMEs

twice. A technical review provides guarantee of the material supplied, to avoid mistakes or

erroneous information. The editorial review will make sure the same tone is used on the

materials, the language is appropriate. The consistency in the fonts and format will be verified as

well. A reading review will be scheduled to verify if the written information is accurate. The

icons and visuals will also be looked at. Because some of the performers are illiterate or

functionally illiterate, visuals play a very important role in this intervention, therefore it is

extremely important they convey the message intended and they are not ambiguous.

The two SMEs will receive an e-mail with the visuals with a questionnaire to be

answered. After the two reviews are done by the SMEs, a face-to-face meeting will be scheduled

to make sure the modifications were properly done.

Dear SMEs,

Your help is really appreciated. Attached you will find the Job Aids designed for the

intervention 10. I kindly ask you to open each of the Job Aids provided and complete the

questionnaire regarding the issues herein described to help us conveying accurate content

and information. If you could send us back your feedback in one week, it would be of great

DETAILED DESIGN 21

help.

Thank you for being part of this campaign.

Regards, AAR team.

Concerning writing

Questions Comments

Is the content accurate?

Is the message clear?

What are the problems identified? Specify,

please.

Is there any step missing? Specify, please.

What would you add to the Job Aids?

Are there any grammar mistakes? Specify

where, please.

What could we do to improve these Job Aids?

Concerning graphic/ icons

DETAILED DESIGN 22

Questions Comments

Are the icons conveying the appropriate

message read? If not, where are the problems?

What can we do to improve where there are

issues?

Is there any misleading image? Specify,

please.

Pilot Test/ Usability

The pilot test will be conducted four weeks before the intervention takes place. A pilot

test is important because it tests the product before it launches, still at the draft stage. To conduct

the pilot test, the common area of the community will be booked. The usability will be conducted

separately for the three groups of performers: 5 illiterate, 5 functionally illiterate and 5 literate.

Tools to simulate the activities will be placed in the three rooms.

Posters will be shown without the written part and performers will be asked them to

perform the tasks using the simulation tools provided. Housekeepers will be prompted to think

aloud while doing the activity, so the thinking process can be understood.

As they are going through the tasks, the professionals will observe and complete the chart

below according to the guiding questions that follow:

QUESTIONS (that will be asked to performers)

COMMENTS- specify

1-Can housekeepers read the job aids accurately? Do the visuals help them, or do they rely mainly on the written part?

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*for literate group2- Can housekeepers perform according to what is said or what the image is conveying accurately?

*for all the groups3- Are the visuals ambiguous? Are they conveying a message different from the written descriptions? Do they convey the message they are supposed to?

*for the literate group4- Where are the main problems? Write the task and what the main problems are.

5- Ask housekeepers what would be clearer when they do not understand some visuals or written message.

6- Ask housekeepers what they would change.

Summative Evaluation

The summative evaluation evaluates if the objectives proposed with the intervention were

met. In the case of this intervention, the summative evaluation will assess if performers are doing

the tasks in the work place and are using the material provided. It is important to verify if the

resources provided were useful and helped performers integrate the tasks in a progressive

manner, relying less and less on the Job Aids, proving they have changed habits.

Engagement

DETAILED DESIGN 24

Engagement can be measured by observing if there is an actual reduction of water

consumption every month due to the participants’ adherence to the intervention. A comparison

between the percentage of water usage before and at the end of the intervention can be used as an

instrument as well. Housekeepers will answer these questions that will measure their

engagement. If the performer can not read, they can drop by the administration to get help from

the staff. This form can be filled out after one month of the beginning of the intervention and in

the end.

Your opinion is very important to us!

Please take a few minutes to answer these questions below. Circle the most appropriate

answer.

Questions

Were you doing the tasks properly before the implementation of these posters?

Not at all Some of them All of them

Do you think the posters have helped you perform the tasks in a better way?

Not at all A little bit A lot

Are you going to use what you have learned in your house?

No Maybe Definitely

Individual Performance

This form could be completed by residents and AAR3 staff when observing daily tasks

being conducted by the performers.

DETAILED DESIGN 25

Questions YES NO COMMENTS

Are performers using posters

provided for saving/re-using

water?

( ) ( ) Specify tools

Are performers using tools

properly?

( ) ( )

Are performers becoming

more independent while

performing the tasks?

( ) ( )

Are performers taking shorter

showers?

( ) ( ) Tools for measuring it (Specify)

Are performers assessing the

current situation to use the

most appropriate strategy in

different situations (washing

dishes, brushing teeth,

washing floors, etc.)?

( ) ( ) Specify

Are performers calling or

sending e-mails to request

assistance or ask questions?

( ) ( )

Are performers carrying

posters around the house

while working?

( ) ( )

Chart based on the one provided in the Performance Needs Assessment

DETAILED DESIGN 26

Appendix I

Overview of Associação Alphaville Residencial 3

DETAILED DESIGN 27

Picture 1

Route to get to AAR3, Avenida Yojiro Takaoka

Picture 2

Pictures retrieved from Google Earth

References

DETAILED DESIGN 28

“Bathroom furniture”, by Freepik. (n.d). Flaticon Basic License. [Image]. Retrieved from

http://www.flaticon.com/free-icon/bathroom-furniture_47719

“Bathroom faucet tool”, by Freepik. (n.d). Flaticon Basic License. [Image]. Retrieved from

http://www.flaticon.com/free-icon/bathroom-faucet-tool_47502

“Bathtub”, by Freepik. (n.d). Flaticon Basic License. [Image]. Retrieved from

http://www.flaticon.com/free-icon/bathtub_66096

“Blue Water, Lake Tahoe” by Downtowngal, 2012. Wikimedia Commons. [Image]. Retrieved

from http://commons.wikimedia.org/wiki/File:Blue_water,_Lake_Tahoe.jpg

“Brushing-Teeth”, by Claire Jones. (2014). Creative Commons. [Image]. Retrieved from

https://thenounproject.com/term/brushing-teeth/58802/

“Brush with toothpaste”, by Freepik. (n.d). Flaticon Basic License. [Image]. Retrieved from

http://www.flaticon.com/free-icon/brush-with-tooth-paste_45877

“Bucket with bubbles”, by Freepik. (n.d). Flaticon Basic License. [Image]. Retrieved from

http://www.flaticon.com/free-icon/bucket-with-bubbles_15147

“Cabbage”, by Freepik. (n.d). Flaticon Basic License. [Image]. Retrieved from

http://www.flaticon.com/free-icon/cabbage_72122

“Carrot hand drawn vegetable”, by Freepik. (n.d). Flaticon Basic License. [Image]. Retrieved

from http://www.flaticon.com/free-icon/carrot-hand-drawn-vegetable_53734

“Desert”, by _Marion, 2014. Creative Commons. [Image]. Retrieved from

http://pixabay.com/fr/d%C3%A9sert-la-s%C3%A9cheresse-d%C3%A9shydrat%C3%A9-

279862/

DETAILED DESIGN 29

“Flowers pot of yard”, by Freepik. (n.d). Flaticon Basic License. [Image]. Retrieved from

http://www.flaticon.com/free-icon/flowers-pot-of-yard_47538

“Glass with beverage, ice cubes and straw”, by Freepik. (n.d). Flaticon Basic License. [Image].

Retrieved from http://www.flaticon.com/free-icon/glass-with-beverage-ice-cubes-and-

straw_45565

“Horloge”, by OpenClips, 2014. Creative Comons. [Image]. Retrieved from

http://pixabay.com/fr/sablier-horloge-minuterie-sable-152090/ (Image was modified)

“Hose with drops”, by Freepik. (n.d). Flaticon Basic License. [Image]. Retrieved from

http://www.flaticon.com/free-icon/hose-with-drops_67917

“Knife and fork silhouette”, by Freepik. (n.d). Flaticon Basic License. [Image]. Retrieved from

http://www.flaticon.com/free-icon/knife-and-fork-silhouette_8735

“Laundry machine”, by Freepik. (n.d). Flaticon Basic License. [Image]. Retrieved from

http://www.flaticon.com/free-icon/laundry-machine-_12568

“Liquid soap container”, by Freepik. (n.d). Flaticon Basic License. [Image]. Retrieved from

http://www.flaticon.com/free-icon/liquid-soap-container_27686

“Mop cleaning tool for house floors”, by Freepik. (n.d). Flaticon Basic License. [Image].

Retrieved from http://www.flaticon.com/free-icon/mop-cleaning-tool-for-house-

floors_47423

“Nature/Paysages" by Psommerer (2012). Creative Commons. [Image]. Retrieved from

http://pixabay.com/fr/arbre-prairie-paysage-arbres-224886/ (Image was modified)

DETAILED DESIGN 30

“Planeta Água”, by Olearys, 2008. Creative Commons. [Image]. Retrieved from

https://www.flickr.com/photos/97513256@N06/9044197344/

“Plant growing”, by Freepik. (n.d). Flaticon Basic License. [Image]. Retrieved from

http://www.flaticon.com/free-icon/plant-growing_25207

“Plant pot”, by Freepik. (n.d). Flaticon Basic License. [Image]. Retrieved from

http://www.flaticon.com/free-icon/plant-pot_72622

Portal do Governo do Estado de São Paulo. (2015, February 12). Cada gota conta: pequenos

detalhes fazem a diferença na economia de água. Retrieved from

http://www.saopaulo.sp.gov.br/spnoticias/lenoticia2.php?id=239666&c=6

“Rain drops”, by Freepik. (n.d). Flaticon Basic License. [Image]. Retrieved from

http://www.flaticon.com/free-icon/rain-drops_31322

Sabesp. (n.d). Guardião das águas. Retrieved from

http://site.sabesp.com.br/site/interna/Default.aspx

“Sink”, by Arthur Shlain (2012). Creative Commons. [Image] Retrieved from

https://thenounproject.com/term/sink/7581/

“Shower”, by Juan Pablo Bravo. (2013). Creative Commons. Retrieved from

https://thenounproject.com/term/shower/27183/

“Soap with bubbles silhouette”, by Freepik. (n.d). Flaticon Basic License. [Image]. Retrieved

from http://www.flaticon.com/free-icon/soap-with-bubbles-silhouette_27751

“Stones floor”, by Freepik. (n.d). Flaticon Basic License. [Image]. Retrieved from

http://www.flaticon.com/free-icon/stones-floor_47625

DETAILED DESIGN 31

“Sweeping broom”, by Freepik. (n.d). Flaticon Basic License. [Image]. Retrieved from

http://www.flaticon.com/free-icon/sweeping-broom_68028

“Three Drops”, by Freepik. (n.d). Flaticon Basic License. [Image]. Retrieved from

http://www.flaticon.com/free-icon/three-drops_12275

“Washing hand”, by Freepik. (n.d). Flaticon Basic License. [Image]. Retrieved from

http://www.flaticon.com/free-icon/washing-hand_52942

“Water”, by Freepik. (n.d). Flaticon Basic License. [Image]. Retrieved from

http://www.flaticon.com/free-icon/water_31513

“Waterfall with trees and some rocks”, by Marianne Gagnon, (n.d). Public Domain. [Image].

Retrieved from http://www.public-domain-image.com/full-image/nature-landscapes-

public-domain-images-pictures/waterfalls-public-domain-images-pictures/waterfall-with-

trees-and-some-rocks.jpg-free-photo.html (Image was modified)

“Water tap on pipes”, by Freepik. (n.d). Flaticon Basic License. [Image]. Retrieved from

http://www.flaticon.com/free-icon/water-tap-on-pipes_47430

“Wine Barrel”, by Freepik. (n.d) Flaticon Basic License. [Image]. Retrieved from

http://www.flaticon.com/free-icon/wine-barrel_71280