Design for social change
Geeta's World is a short interactive web documentary project that invites audiences to challenge a global stereotype about women drivers.
"Ideas Become Reality At The Storytelling Innovation Lab"
Link to the hackathon event held in New York in the Summer of 2013.
Reclaiming the #hashtag
Geeta's World is the culmination of a 5-day hackathon event held in May 2013 by the New York based Storytelling Innovation Lab – a joint effort by Tribeca Film Institute, Mozilla and Ford Foundation.
Abhimanyu from Kiba Design was the designer on the team that created Geeta’s World, which included a filmmaker, an editor, and two coding wizards from Hapyak. Vaishali, the filmmaker, had shot a short documentary video of Geeta – a female taxi driver in New Delhi, which told the story of her struggle to find acceptance at home and in the workplace, having chosen a male-dominated profession. Although the video was not shot with the intention of sharing on the web, the hackathon forced us to rethink its formatting to exploit the advantages of web-native video. We decided to break it up into chapters, and to build interactivity into the narrative that added layers to the storytelling.
We also used this opportunity to experiment with creating positive social change, by inviting viewers to join the twitter conversation on #womendrivers (which is currently a negative one), by adding their own positive comments to the twitter hashtag, and bury the old attitudes and views. We call this framework ‘Reclaiming the hashtag’
Want to create innovative experiences on the web?
We have been working at the forefront of digital design in India since 2002 with organisations like HP, Mozilla and Tribeca Film Institute, among others, creating innovative digital experiences for the future of the web. We would love to help you stand out with original and innovative design for your project.