Afterlife
Urja Parekh
India's organ donation statistics are beyond horrifying. Despite having a large number of people that are willing to donate their organs after death, India's organ donor rate has managed to stay below 1% since the beginning. Kindly watch the video above for more statistics.
This project was my final year grand project done at Ecole Intuit Lab, under the mentorship of Ashish Kapoor, a faculty and the founder of Yellow Fishes. I picked the domain of Deceased Organ Donation to formulate a project that can be potentially actualised to help society. To support this I picked Fortis Healthcare as my brand (client) due to its credibility in this area. The project included research, surveys and interviews, identifying the core problem, analysis and problem solving, formulation of a 360 degree solution, creation of a brand identity as well as creation of other mediums for the solution such as website, awareness campaigns, etc.
India’s organ donation statistics are beyond horrifying. Despite having a large number of people that are willing to donate their organs after death, India’s organ donor rate has managed to stay below 1% since the beginning. Kindly watch the video above for more statistics.
This project was my final year grand project done at Ecole Intuit Lab, under the mentorship of Ashish Kapoor, a faculty and the founder of Yellow Fishes. I picked the domain of Deceased Organ Donation to formulate a project that can be potentially actualised to help society. To support this I picked Fortis Healthcare as my brand (client) due to its credibility in this area. The project included research, surveys and interviews, identifying the core problem, analysis and problem solving, formulation of a 360 degree solution, creation of a brand identity as well as creation of other mediums for the solution such as website, awareness campaigns, etc.
Citizens that are willing to register as donors can quickly navigate their way through the website.
Apart from getting informed, the whole user journey is now only 3 mins long.
The website is made minimal and simple to understand to prioritise speed and easy navigation since it will cater to various kinds of people from metropolitan and sub-metropolitan cities around Fortis Hospitals. It includes statistics, motivational anecdotes, information of the registration process and donation procedure, and the donor form. It has been taken forward to post the wire-framing phase after thorough user research and user testing processes. Since this audience will be familiar with English, the website has been made in English only.
The awareness strategy involves placement of CTA driven ads in waiting places like bus stops, subways, airports, etc to give enough time to an individual to register immediately. It will also include an active social media to continually motivate and inform citizens.
Bulk registration has proven to work in India so far, due to which it is important to include drives and booths to the program.
The event branding takes forward the half & half man concept to visually speak to citizens while showing them alarming statistics.
