Then up into studio time, Hannah and I discussed our journey maps. I had identified i my own of the young professional women, that this profile doesn't give us as many opportunities whereas the working mum profile Hannah had mapped up seemed to have way more opportunity moments that we could potentially hone in on. I also didn't feel like the young professional women reflected the issue of equality that had spurred our desire to look into females as a group so we decided that working mums was going to be our direction.
From here we discussed how the shift of women moving into the workforce has been a great thing for female independence, but as well as having these new work responsibilities women are still expected to take care of the home - managing both her personal and professional life when there are not enough hours in the day, and not enough opportunities to enjoy personal time/hobbies.
The ability to do more has resulted in women having more to do!
A woman's work is never done.
We then formulated some questions that we'd like to chat to the mums in our lives about in order to better understand our audience.
I'm feeling much better about the project now that I feel a sense of direction.
When we spoke to Mark about how the 5 ways to well being fits into it all, he ran through it with us and what I got from it was that well being is the overarching theme for our project and will come through more in the response/solution stage rather than the initial profiling stage. This was great because it took some of the pressure of as I really wasn't understanding how yet to fit those in.
Hannah and I then decided that we would be best to get stuck into research and this is what I came across:
http://www.vagabomb.com/struggles-lady-driver/
This website has a really funny but insightful article on 10 Struggles You Face When You're a Lady Driver:
1. When you’re going at top speed, some guy will use all the power possible to accelerate and overtake you.
2. When you park correctly, people can’t help but be surprised about how you managed to do it in one go.
3. When you overtake someone, it becomes their life’s mission to be in front of you. No matter what.
4. When you change lanes, you’re judged.
5. When you stick to your lane, you’re judged.
6. When you’re reverse parking, people magically appear from nowhere to guide you.
7. When at a paid parking, the parking attendant will automatically presume he should park for you.
8. When you drive slowly, it’s a honk-fest. When you drive fast it’s a dipper-fest.
9. When you're stuck in traffic, creepy guys adjust their mirrors to stare at the outnumbered species on the road.
10. But whatever happens, when you reach home safe, you feel way luckier than women who have to use public transport.
Then I found some other interesting insights about women and driving in an article on the guardian https://www.theguardian.com/lifeandstyle/2015/jun/01/female-drivers-saudi-arabia-stamford-hill-ban-independence:
-Saudi Arabia ban women from driving
-the ability to drive signals women's move out of the domestic sphere and into the wider world (Hannah and I believe this is slightly wrong though as rather than moving out of the domestic sphere she has just double her spheres and now moves between the 2)
-with this shift into the working world comes a challenge to men's perceptions of power - to their social authority, financial clout, and sexuality.
-car is seen as emblem of sexual potency so women driving is perceived as them claiming sexual independence.
I find it really interesting that yes women have come a long way in terms of equality and independence but this does make me wonder if there will ever be a time when things are truly equal. And to be honest, I don't know if it should be, I somewhat like that there are men's roles and women's roles as it makes things simple. It's the mindset that needs altering, the mindset that women are less than men is the problem, however I feel that I am getting slightly off topic now.
Hannah and I have each tasked ourselves to talk to some of the mums in our lives and also do some secondary research so that on Tuesday we can start to form some ideas for the Visual brief (audience, situation/topic, insight, provocation).
We then had our first EX-CHANGE session.
When discussing my project I got a lot of great feedback from Bethany who used to nanny and had some really useful insights into driving with children on board and dropping them at schools.
She mentioned the stress of safety and how at primary schools and where there are young children around you have to be super alert as you never know if a kid's gunna run out in front of you and there are so many variable that could go wrong. She also told me about a rule that she'd heard of from family's with lots of children, where when getting out of the car there was a "hand on the car rule" in which all the kids would stand with one hand on the car until the mother was out and ready to go. She mentioned that there is much more to it especially if you're dealing with really young kids and you have to unbuckle them and get out strollers etc and still watch the other young children.
To be honest she made it sound like a nightmare, and that was a super useful insight for me.
We then had our first EX-CHANGE session.
When discussing my project I got a lot of great feedback from Bethany who used to nanny and had some really useful insights into driving with children on board and dropping them at schools.
She mentioned the stress of safety and how at primary schools and where there are young children around you have to be super alert as you never know if a kid's gunna run out in front of you and there are so many variable that could go wrong. She also told me about a rule that she'd heard of from family's with lots of children, where when getting out of the car there was a "hand on the car rule" in which all the kids would stand with one hand on the car until the mother was out and ready to go. She mentioned that there is much more to it especially if you're dealing with really young kids and you have to unbuckle them and get out strollers etc and still watch the other young children.
To be honest she made it sound like a nightmare, and that was a super useful insight for me.
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