Information system that makes visible the culture of native groups in northern Argentina.
"Let us see with new eyes and a new heart"
Information system that makes visible the culture of native groups in northern Argentina and its present day
All human beings are born having rights and being free. Throughout history, these basic needs were usurped and unvisitable, suppressing and forgetting the weakest, those who are regarded as voiceless, one of these being the Guarani people located in northern Argentina.
Being guaraní means facing injustice day by day. It is synonymous with living discrimination and issation, it is to suffer forgetfulness and repression before the whole of society, not to be taken into account as a citizen and to be forced to endure the new economic models of extrativism that expropriate territories having to face hunger and dependence.
Today, native groups are victims of the run-up of the agricultural border, the concentration of land, mining projects and the sojization that cause their expulsion, leaving aside their families, homes as jobs, being agribusiness the main enemy of those who work and live on land in another way. Although this occurs today, this model had its beginnings in the '70s, it continued with the Menemism and it continued to deepen in the new century, it was consolidated and it was devastating by making the victims invisible.
Resistance and organisation also grew, mainly in areas where extractivism doesn't respect the rights of the inhabitants, oppressing their ethnic and cultural pre-existence without considering them as peoples within the national State, with their own identity and rights, erasing their culture, language, traditions. One of the design functions of this project is to make the current situation visible and recognize the victims of oblivion, consider them as people with identity and rights, ensuring their participation in the country.
This project develops the promotion of an event that promulgates information about the culture and customs of Guaraní groups, promoting it on social networks, thus allowing the entry of a young public that is not informed about the original culture, as well as an uninformed public. As a design work, this communication will generate the integration and involvement of both audiences, keeping alive the indigenous memory of northern Argentina.
This project develops the promotion of an event that promulgates information about the culture and customs of Guaraní groups, promoting it on social networks, thus allowing the entry of a young public that is not informed about the original culture, as well as an uninformed public. As a design work, this communication will generate the integration and involvement of both audiences, keeping alive the indigenous memory of northern Argentina.
Proyect
An information system is developed that makes the culture of Guaraní groups visible, allowing society to know their history and traditions, generating a change in history by recovering their memory
Goals
The main objective is to be able to recover the memory of the victim communities by the agricultural model, generate an action in the public and bring the format of informing and raising awareness, if not generating a change. These changes seek to be achieved, as explained before, in a creative and playful way, generating a clear framework with the user whilst interacting as much as possible.
The union is expected to be established as a familiarity with the human being who is not aware about the reality of these groups. By generating these emotions, the possibility of bringing history to light as knowledge of training and different cultures will give way for this expropriation and discrimination to decrease, and the rights of those victims are heard as taken.
To more accurately locate the user's position, a survey has been created with specific questions aimed at defining the information that the public has about these communities, such as their history and laws.
The project consists of the design of an event that will be promoted on social networks such as Instagram, focused on young audiences. This event will be held at the Haroldo Conti Cultural Center of Memory, which is located on the premises where one of the most emblematic Clandestine Centers for Detention, Torture and Extermination functioned during the last civic-military dictatorship (1976-1983).
This center was chosen as it functions as a space for the dissemination and promotion of culture and human rights. The event will have a prior registration, whose entry will be given at the entrance when arriving at the establishment and within it there will be activities that will show the world of the Guaraní people; their traditions, culture, language, spirituality, medicine, among others.
To more accurately locate the user's position, a survey has been created with specific questions aimed at defining the information that the public has about these communities, such as their history and laws.
The project consists of the design of an event that will be promoted on social networks such as Instagram, focused on young audiences. This event will be held at the Haroldo Conti Cultural Center of Memory, which is located on the premises where one of the most emblematic Clandestine Centers for Detention, Torture and Extermination functioned during the last civic-military dictatorship (1976-1983).
This center was chosen as it functions as a space for the dissemination and promotion of culture and human rights. The event will have a prior registration, whose entry will be given at the entrance when arriving at the establishment and within it there will be activities that will show the world of the Guaraní people; their traditions, culture, language, spirituality, medicine, among others.
Logo "PYAHU"
Event promotion | Brand presentation
Official landing page of the event
The days where the event will take place, the different activities such as ticket options and specific information of the place will be displayed. Once the ticket is reserved, the page will go to the e-mail where a barcode will be given which, upon arrival at the event, will be scanned with the delivery of tickets to various sectors of the event.
The entries are divided into music, food, beliefs and medicine. Each of these will take the user to different places with stands for the aforementioned categories, in these stands the Guaraní culture will be shown in detail. Upon leaving the event, a series of infographic cards will be distributed to the public containing characteristics of the community.
The entries are divided into music, food, beliefs and medicine. Each of these will take the user to different places with stands for the aforementioned categories, in these stands the Guaraní culture will be shown in detail. Upon leaving the event, a series of infographic cards will be distributed to the public containing characteristics of the community.
Clothing designs
Employees will be wearing clothing & ID cards with the "Pyahu" logo
Employees will be wearing clothing & ID cards with the "Pyahu" logo
Tickets to be distributed within the event
Playful cards (these unlock access to activities within the event)
Event schedule
Posters
Extra pieces "Guarani Calendar" : Pieces with additional charge that are given out during the closing of the event
Guaraní language book
Infographic postals
Thank you!