Title

El Abasseya Mesh 3eib

Student Status

Undergraduate

Abstract

The aim of " العباسية مش عيب " is to change society’s exaggerated negative perception towards mental health care and break people's association of mental institutions with madness and criminality, through the creation of a proper visual identity for El Abasseya Hospital as well as portraying positive experiences in different contexts. The campaign includes advertisements that show the contrast between the false perception of the 1950s and the positive reality of mental healthcare and treatment. This technique allows to take into consideration the hospital’s image - not only from the patients eyes but - from the perspective of the outside world; because it pinpoints the source of the problem which is the contribution of the most iconic comedy actors of Egyptian cinema to portray mental illness as absurd. The design strategy has, therefore, built El Abasseya’s image as a serious promise of health and wellbeing for the patients, in order to break this stigma and replace it with hope instead to achieve a better mental healthcare community.

Department

Arts Department

First Advisor

Ghalia Elsrakbi

Second Advisor

Bahia Shehab

Third Advisor

Haytham Nawar

Committee Member 1

Adly Tomah

Committee Member 2

Ahmad Hefnawy

Committee Member 3

Ahmad Saqfalhait

Extent

p.2

Institutional Review Board (IRB) Approval

Not necessary for this item

Comments

This project is part of “ Holy Shift- Fifth Graduating Class of Graphic Design Students-The American University in Cairo – Class Fall 2019” catalog. "Holy Shift" is the title of the Fifth Senior Students Exhibition. It included 30 graduation projects that are broadly divided into four themes: Designing for Cultural and Social Impact Projects presented under this category offer creative tools to critically address social problems. The second theme is; Reimagining Cultural Heritage. The third theme is Designing Future Experiences, and the forth theme “Designing for Education” Graduating Committee: Adly Tomah (CEO, Gemini Enterprises Africa) Ahmad Hefnawy (Founder, Cairopolitan) Ahmad Saqfalhait (Associate Professor of Practice in Design, AUC) Ahmed AlLaithy (Technology Transfer Director, AUC) Bahia Shehab ( Professor of Practice in Design, AUC) Bassem Yousri (Visual Artist, Graphic Design Adjunct Faculty, AUC) Hani Mahfouz (Founder, Hani Mahfouz Design) Hicham Rahmeh (Lead Illustrator at The Brand Company and Co-founder at TokTok) Ibrahim Islam (Creative Head, JWT) Jochen Braun (Associate Professor of Practice in Design, AUC) May Ramy (Director, Academic Initiatives and Mentorship Services, AUC) Nelly El Sharkawy (Creative Director Cairopolitan) Sally-Ann Skerrett (Head of Graphic Design Department, GUC) Sarah Salmawy (Graphic Design Adjunct Faculty, AUC) Sawsan Morad (Editor in Chief, El-Beit Magazine) Tarek Naga (Architect, Adjunct Faculty, AUC) Thomas Wolsey (Assistant Professor, DICE, AUC) Yasmine El Dorghamy (Editor in chief, Rawi Magazine) Yasmine Moataz (Assistant Professor of Anthropology, AUC)

Rights

This record describes an artistic or creative work which was prepared as part of a course of study at the American University of Cairo. The creators retain all rights to the original artistic or creative works described herein.

Publication Date

Fall 12-2-2018

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