Delivery Human

Project name: Delivery Human
Project duration: A week
Agenda: To create awareness about gender biases around certain jobs.

Content:
Primary research
Campaign
Campaign Colaterals

Overview:
We humans have normalized and gender specified certain jobs so much that we barely notice the gender biased nature they propagate. While I tried to set a narrative for my protagonist, I understood that a small smile while collecting our package can bring difference to their day. A little bit of respect to what they do is all they wish for. This is exactly what I have convey from this campaign.

Motivation behind doing this project:
While researching, I came across this one sentence. It read, ‘The delivery boy has delayed the service by an hour and now I have lost all my appetite!’ It was quite shocking when I realize that I read the sentence twice and still failed to notice. You too? “Delivery Boy”. The woman in the story, all in her right mind, was addressing somebody who was an unknown figure yet ended up calling delivery boy. I instantly knew the kind of inquiry I had to set. Thus came along, Delivery human.

Primary research

“How will you feel if a woman delivery person delivers you your package?” I carried out a small survey where I asked random people from different age groups the above question and noted down their very first raw non – manipulated reactions. To my surprise, most of them were quite pumped up, happy and excited and full of blessing for them with a bunch of people concerned about their safety and a very very small percentage of people just not pleased by the idea of women in this sector. I then collected all these reactions in one place, and one by one started simplifying their reactions into simple line drawings. In the beginning I started making detailed illustrations of every face that I captured but did not continue for multiple reasons starting with not willing to reveal their identities, their genders, their cultural backgrounds and so on and so forth.

My motive was to spread awareness as to how we can make them feel comfortable. I wanted to use these expressions to start a conversation, provoke a thought in every human that saw this campaign, for these expressions are a reflection of the mass themselves. I assigned a certain hierarchy to these faces after I categorised them into 4 divisions with dark blue standing for the most non supportive expressions to light blue being the exact opposite.

During the initial phase of this research I wanted to go out there in world and scream to normalize everything that’s happening. I wanted say that people should treat female workers just like their male counterpart. People should react just the way they would if they see a male delivery person on their doorstep. I was wrong. Soon after I put all such expectations from the society on paper I realized how it a process and you cannot hurry any of it if you want a good fruitful outcome. My perspective also took a drastic shift when I watched a couple of interviews given by delivery women.
Almost everybody had more or less same concerns and expectations. All they wanted was safety and flexible timings and on being asking if they like the positive attention that they are getting, all of them answered with a wide smile, YES! After this breakdown of my assumptions vs. reality, I realised that every new revolution grabs attention of the crowd and that people reacting to a delivery woman was the same.

Campaign

What stops a woman from doing the labour work? Is she not capable? Or is it the society? People say, they are not given as much physical strength by Mother Nature as men. True that. But not everybody is same and who are you as a society to decide if or not a person is capable of a certain work? Can we not let them decide for themselves? If women are picking up this job, they know what the job requires from them. Also, talking about strength, a woman goes through periods (which is second degree labour pain) and actual labour while delivering a baby. Do we still want to believe that women have less strength then men?

The extreme top left are the expressions no deliver human would ever want to receive to extreme right being expressions anyone would love to receive. They are also categorised with colours to highlight the positive emotions/expressions of the customer.

Campaign Colaterals

Booklet

Zine

Poster