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Mazhar Bagasrawala
UG-4 Graphic Design

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Sitting is the disease of our time.

-James A. Levine

Obesity Specialist

Design Brief
Find a social issue that requires design intervention
Study the problem & whos most affected by it
Target 2 groups of people
Develop communication solutions for the same

Physical Activity?
WHO defines physical activity as any bodily
movement produced by skeletal muscles that
requires energy expenditure including activities
undertaken while working, playing, carrying out
household chores, travelling, and engaging in
recreational pursuits.
The term physical activity should not be confused
with exercise, which is a subcategory of physical
activity that is planned, structured, repetitive,
and aims to improve or maintain one or more
components of physical fitness. Both, moderate
and vigorous intensity physical activity brings health
benefits.
The intensity of different forms of physical activity
varies between people.

Benefits of Physical Activity

Regular physical activity of moderate intensity such as
walking, cycling, or doing sports has significant benefits
for health. At all ages, the benefits of being physically active
outweigh potential harm, for example through accidents. Some
physical activity is better than doing none. By becoming more
active throughout the day in relatively simple ways, people can
quite easily achieve the recommended activity levels.

Regular and adequate levels of physical activity:

-improve muscular and cardiorespiratory fitness
-improve bone and functional health
-reduce the risk of hypertension, coronary heart disease
-stroke, diabetes, breast and colon cancer and depression
-reduce the risk of falls as well as hip or vertebral fractures
-and are fundamental to energy balance and weight control

Physical Inactivity?

The condition where an individual leads a Sedentary Lifestyle

(no or irregular physical activity).
It is commonly found in both the developed and developing
world. Sedentary activities include sitting, reading, watching
television, playing video games, and computer use for much of
the day with little or no vigorous physical exercise.

Physical Inactivity?

The condition where an individual leads a Sedentary Lifestyle

(no or irregular physical activity).
It is commonly found in both the developed and developing
world. Sedentary activities include sitting, reading, watching
television, playing video games, and computer use for much of
the day with little or no vigorous physical exercise.

The 4th highest risk factor

for deaths worldwide!
1/3 adults is not as active
as he should be.
Causes 3.2 million deaths
every year
Takes almost as many lives
as smoking does.
WHO Member States have
agreed to reduce physical
inactivity by 10% by 2025.

Physical Inactivity
is a risk factor for:
Cardio-Vascular disease
Diabetes
Breast & Colon Cancer
Obesity
Depression/Hypertension
Stroke
Osteoporosis

Objective

Regular Sustained
Activity
the solution must provide a
sustainable method of keeping
the users active

Awareness
about the negative impact of
physical inactivity

Happiness
in the target groups lives

WHO Guidelines
Global Recommendations on
Physical Activity for Health

Children (5-17)

Adults (18-64)

60 minutes of moderate to
vigorous aerobic activity daily

150 minutes of moderate

intensity aerobic activity a week

Strength training for bone and

muscles 3 times a week

Muscle strengthening at least 2

days a week

Additional activity provides

further health benefits

300 minutes of aerobic activity

should be performed for
additional health benefits

Target Audience
#1 Stationary Adults (18-55 years)

Psycho-Analysis
Mature
Individuals with Responsibilities
Need a Strong Incentive to change
Unaware of Health hazards caused by Physical Inactivity
Relatively health conscious

Target Audience
#2 Inactive Kids (5-12 years)

Psycho-Analysis
Rebellious/Stubborn
Curious
Innocent/Unaware
Playful
Need a very Strong Incentive to change

User Personas

Bruce Simpson

Margaret Thatcher

Age: 7
Excels at academics
Loves watching cartoons & films
Plays football thrice a week
His evenings are unstructured
Not health conscious

Age: 32, married

Post-grad degree
Works at a talent management company
Extremely proficient with internet & computers
Spends about 5-6 hours at a desk daily
No free time during work hours
Relatively health conscious

Strategy
#1 Adults
In order to ensure regular sustained physical activity, a system
should be created.
One that users can follow regularly.

Create an entity that guides

desk-bound adults in being
more active: within & outside
of their workspace.

Call this entity BUDGE.

(make or cause to make a slight
movement)
It gives the mental idea that
being a part of the entity does
not take too much effort on the
users part.

Create incentive to join Budge.

(possibly by spreading
awareness about the negative
impacts of inactivity)

Promote the spread of Budge.

Every member can make nonmembers budge!

Strategy
#2 Kids
The mind of children cannot be bothered with complicated
systems and statistical data.
Direct communication solves the problem best! Kids have a
nature to sustain an activity.

Find the appropriate media to

reach out to children.

Give them incentive to be more

active, & ditch their sedentary
habits.

Budge can also work in tandem

with schools to organise
physical activities or create
communication within the school
campus itself!

Aligning with the WHO

WHY THE WHO ?
1. Extensive Resources
2. World Reach
3. Provides strong Financial Backing
WHO is the directing and coordinating authority for health
within the United Nations system. It is responsible for providing
leadership on global health matters, shaping the health research
agenda, setting norms and standards, articulating evidencebased policy options, providing technical support to countries
and monitoring and assessing health trends.

4. Establishes a sense of Trust

5. Brand Value
6. Lastly, the WHO has been working tirelessly
on the problem of Physical Inactivity.
It is but logical that they should be the ones to
communicate this message through Budge.

Media?
#1 Adults

#2 Kids

The Logo
Keywords for the budge logo
Fresh, Energetic, Motivational, Childlike, Appropriate, Unique

The Logo

The Final Form

The Logo

The Logo
The Final Logo: White ?
Strictly speaking, white is not a color, but the
manifestation of the presence of all color - the
complete energy of light. It stands for wholeness
and completion.
It holds the potential to move toward every other
color and this makes it a good choice for new
beginnings, and development in any direction.
In white, the logo has a mature but yet interesting
and childlike feeling.

Solution 1.1
#1 Adults

THe BUDGE WEBSITE

A website that guides the users on being more
active daily.

USERNAME

Sign Up!
Its Free

Mazhar94
PASSWORD

Inactivity can kill you

Would you like to be more active?

Its Time to Budge!

budge (verb)- Make or cause to make a slight movement.

As the name suggests, Budge is a platform which helps
you battle Physical Inactivity without taking too much
time or effort out of your normal routine.
The Budge campaign is a World Health Organisation
initiative started in 2014.

And guess what.

Budge is free!

Physical Inactivity
Our bodies were
built to move.
With machines
doing most of our
work for us, we have
become very
physically inactive.
This makes us
susceptible to a
wide range of
disorders.
Risk factor for:

Cardiovascular disease
Diabetes
Breast & Colon Cancer
Obesity
Depression
Hypertension
Osteoporosis

th

highest
risk factor for

DEATHS

worldwide.

Physical Inactivity causes

3.2

MILLION
DEATHS

every year!

1/3

ADULTS is not
as active as
he should be.

*The above are WHO statistics

Its easy to Budge!

1. Visit www.budge.com
2. Once you Sign Up/Log In,
you will be redirected to your
personal solution page.
3. Now, follow the Day-to-Day
Budge & Intense Budge
programmes.

Day-to-Day Budge:

Intense Budge:

This programme provides you with

This programme helps you get the

quick tips or activities that keep you

required amounts of moderate to

healthy within your workspace-

intense physical activity per week.

through the day!

Connect with us:

www.facebook.com/budge

queries@budge.com

Go to Sign Up!

@budgeofficial
#timetobudge

Solution 1.2
#1 Adults

The WEBSITE POP-UPS

These reminders for activity within the workday
shall pop up on the desktop through a software
Budge members can download!

2:00
pm

Walk to the water

cooler on your floor,
and drink 2 glasses
of water.
I T S T I M E TO

11:30
am

Perform wrist, arm

and shoulder
stretches as shown:
www.budge.com/stretchpack6

I T S T I M E TO

Solution 2
#1 Adults

AWARENESS PRINT MEDIA

Posters, Hoardings, Press, Magazine ads that
spread the name that is Budge even more!

Your chair is

LETHAL
Its harmful to spend hours sitting.
We would like to help you be more active!
Join the initiative
against Physical Inactivity
www.budge.com

Physical Inactivity is a risk factor for:

Cardio-Vascular disease
Diabetes
Breast & Colon Cancer
Obesity
Depression/Hypertension
Stroke
Osteoporosis

We were designed to be

MOBILE

Its harmful to spend hours stationary.

We would like to help you be more active!
Physical Inactivity is a risk factor for:
Cardio-Vascular disease
Diabetes
Breast & Colon Cancer
Obesity
Depression/Hypertension
Stroke
Osteoporosis

Join the initiative

against Physical Inactivity
www.budge.com

A pill to cure

DEPRESSION?
Give up on anti-depressants.
Exercise will keep you happy!
Physical Inactivity is a risk factor for:
Cardio-Vascular disease
Diabetes
Breast & Colon Cancer
Obesity
Depression/Hypertension
Stroke
Osteoporosis

Join the initiative

against Physical Inactivity
www.budge.com

Solution
#2 Kids

WhiteBoard Animation
To be screened on television, on channels
that kids enjoy. The file Bird Story.mov is also
submitted. Open that file

Acknowledgements

I Sincerely Thank:
My faculty guide: Prof. Ranjana Dani
for guiding my progress through the course,
and my friends for their priceless critique.