Assignment: In this project, your group will investigate a real-world problem in the Bay
Area, then design a campaign to mobilize stakeholders around a creative intervention.
This is not about proposing a perfect solution; it’s about grappling with root causes,
systems of power, and possibilities for change. You will be assessed on the clarity,
depth, and reasoning of your analysis, not whether the solution is “correct.”
Issue: Bringing back “mall culture”. Concerned about declining revenue for small
businesses, stay focused on that agnostic of mall culture as the cause.
Written Report:
○ Clearly Stated Problem
○ Scope the issue narrowly enough to be researchable and
actionable.
○ Focus on the Bay Area.
○ Stakeholder Mapping
○ Identify the key individuals, groups, or institutions involved.
○ Analyze their interests, rules, and values (e.g., economic
motivations, legal responsibilities, cultural norms).
○ Support your mapping with relevant research (articles, policy
reports, etc.).
○ Root Cause Analysis
○ Describe the systemic, cultural, economic, or political causes that
perpetuate the problem.
○ Go beyond symptoms to explain why this problem persists.
○ Ground your explanation in evidence and course concepts.
○ Campaign Description
○ Propose a detailed, creative intervention or action strategy aimed
at engaging stakeholders.
○ Clearly justify how your intervention addresses the root causes.
○ Show how the campaign is designed with stakeholders’ interests,
rules, and values in mind.
○ Your campaign should include a collaborative or public-facing
element with a local artist or art-based strategy that supports your
goals.
○ You are not expected to develop new artwork with an artist. Learn
about local artists and identify one who might be relevant. Consider
reaching out for a brief informational interview to learn about them.
○ Explain what kind of art you would commission and justify how it
aligns with your campaign goals and stakeholder landscape.
Slideshow:
○ Prepare a presentation to share your campaign with the class.
○ Include key highlights from each section above, with visuals encouraged
(e.g., diagrams, images, analytics).
○ Your slides should be well organized and easy to follow.
○ Avoid full sentences in slides. Use bullet points, keywords, or visuals to guide
your talking points.
○ Focus on engaging your peers. Make your presentation clear, provocative,
and concise.

Struggling with where to start this assignment? Follow this guide to tackle your assignment easily!

Step-by-Step Guide to Structuring and Writing Your Paper

1. Understanding the Assignment:

   • Your task is to investigate a real-world problem in the Bay Area and design a creative campaign that mobilizes stakeholders for change. The focus is on analyzing the issue thoroughly, not necessarily solving it. So, don’t get stuck on finding a perfect solution — focus on the analysis.

2. Researching the Problem (Clearly Stated Problem):

   • Start by framing a clear, concise problem that is narrow enough for research. Your issue is the decline in revenue for small businesses. While “mall culture” may be a factor, you are agnostic about it — focus on the problem itself and its impact on small businesses.

   • Narrow down your focus to the Bay Area, as this is where your analysis needs to take place.

3. Stakeholder Mapping:

   • Identify the key individuals, groups, or institutions involved in this issue. These could include business owners, customers, city planners, policymakers, etc.

   • Analyze the interests, values, and rules of each stakeholder. Think about their motivations (e.g., economic, social), cultural norms, and any legal or policy constraints.

   • Support your analysis with evidence like articles, reports, and research to provide a solid foundation for your stakeholder mapping.

4. Root Cause Analysis:

   • This section is where you need to think beyond the immediate symptoms of the problem and explain the underlying causes. What systems, economic factors, or cultural elements contribute to the decline in revenue for small businesses?

   • Use evidence and concepts from your course to explain these root causes clearly. Focus on understanding the problem from a systemic perspective — why is this happening, and what perpetuates it?

5. Campaign Description:

   • Propose a creative intervention or action strategy aimed at mobilizing stakeholders and addressing the root causes of the issue.

   • Your campaign should not just be a “solution” but an engagement strategy. Consider how stakeholders can actively participate and what their role will be in solving the problem.

   • Ensure that your campaign is designed with the stakeholders’ values, interests, and rules in mind. This ensures that it resonates with those involved.

   • Include a collaborative or public-facing element that involves a local artist or an art-based strategy. The focus here is not on creating new art but using art to communicate or support the goals of your campaign.

   • Find an artist whose work aligns with your campaign and explain how their art can contribute to the project. You could even consider reaching out to them for a brief interview.

6. Slideshow Presentation:

   • Your presentation should highlight the key points from your written report.

   • Visually engaging slides are important — use diagrams, images, and analytics where applicable.

   • Keep your slides organized and concise. Avoid full sentences — use bullet points and keywords to guide your talking points.

   • Remember, your presentation should be clear, provocative, and engaging. Focus on keeping your peers interested and conveying your points succinctly.

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