Client: For Red Ribbon Express, via Encompass Events Pvt. Ltd.
Business Sector: Social Services, Non Government Organization
Solution: Interactive & Awareness Creation Game
Red Ribbon Express is a collaborated effort with the National AIDS Control Organization (NACO), Rajiv Gandhi Foundation (RGF) and has been implemented with inputs from Indian Railways, Nehru Yuva Kendra Sangathan, Department of Culture, Red Cross and youth from the National Service Scheme along with several partners and non-government organizations. The Red Ribbon Express would be visiting various cities & villages across the country, and will be the nodal point for serving and accessing a cluster of pre-identified areas.
As a part of its activities, Red Ribbon Express also wanted to have an interactive game, which would have engaged people in some seemingly real life situation, depicted in a virtual world. Also, the game takes different shape, depending upon the decision that its participants take. The game also captures different responses chosen by people of different places.
They wanted to collect all the data in an easily accessible format to further utilize it for their research and development purposes and design their awareness programs accordingly. The broad objectives of the Red Ribbon Express are to provide a complete communication, counseling, treatment and care package to the target population, especially in rural areas with special focus on youth and other vulnerable groups.
Zed-Axis worked in collaboration with Encompass to develop an interactive and educational game to meet Red Ribbons requirements. Encompass created the storyboard and entire concept of the game and we integrated the game with backend and technological essentials.
As we received the concept and script for the game, the first thing we did was to design characters that would take the game forward. The game is targeted to edify the semi-urban and rural population and it should be able to connect with the target audience.
Zed-Axis creative team developed characters keeping its target audience in mind by giving them a casual and simple look. After the characters were finalized, we begin the background design as per story of the game that required several different backgrounds as the story progresses.
Once the character and backgrounds were finalized, our technical and creative teams integrated the game to make interactive as required by the client. The entire game was developed at Zed-Axis dedicated development center with our expert interactive designers and development professionals. We created interactive interfaces to capture user's responses at various stages of the game, keeping it interesting and engaging enough to be completed once commenced.
The backend application of this game records all the activities or responses entered by the users.
The administrator has access to all the reports generated through the backend. As the game is accessed by various users at different locations, the application can capture all the data entered while playing the game. The administrator can take out reports generated as excel files with details like location, responses, gender etc. to use them for further research and development.
Red Ribbon express can currently access various responses and collect them to plan their awareness program accordingly. The data is being generated in excel format that allows them to analyze AIDS and HIV awareness in that particular location and do their home work before the train reaches its destination.