Brief: Taking a piece of text (either written or spoken) as your starting point, create a sequence that compliments, enhances or subverts the content. You may consider a TED talk as a starting point, a poem or edit a section of written text using a ‘cut-up’ method as pioneered by William Burroughs. Make sure you analyse the text and consider how the imagery works with that text. Turn this into a motion-graphic showing what you researched into.
The Approach: Young children in the UK hold gender-stereotyped views when it comes to specific job roles. I wanted to tackle this issue by using the target audience of 6-17 year olds. I wanted to conduct an experiment to see what percentage of jobs were drawn as female and what percentage were drawn as male as well as the reasons for their choices. I asked a group of 50 children, 25 female and 25 male in this age range to each draw a Doctor, Banker, Lawyer, Pilot and a Police Officer.
Outcome: A motion graphics video for Girlguidng UK which empowers young women. The concept of my video follows the process of conducting an experiment and asking a group of children ages 7-16 to draw five different jobs (Pilot, Doctor, Police Officer, Lawyer and Banker) to see if they draw them as male or female. Doing this experiment gave me an interesting percentage of how many females were drawn and how many males were drawn to signify how children in my target audience think about gender stereotypes. 75% of jobs were drawn as male and only 25% were drawn as female which suggests that girls feel pressure against gender stereotypes in the workplace.