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Corporal Maps.

To develop and strengthen corpo-emotional empathy for girls and boys between 10-14 years of age.


Photo of Elisa Coronado Bonilla
23 16

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Tell us about your vision for this project: Share one sentence about the impact you would like to see from this project in five years

By 2022, we want to disseminate the contents of Corporate Maps in Latin American countries with high risks in terms of SRH; and we want the app included in the sexual education curriculums of 100% of classrooms of 10-14 year olds in Colombia's Public School System.

Who will implement this idea? Or what’s your strategy to implement in the next 6-18 months?

To make Corporal Maps a reality, 3 Bogotá based companies joined efforts in a partnership:
ILA, will be in charge of the strategic and financial planning, institutional partnerships and operational coordination. 4 full-time staff.
LEVER will be in charge of ideation, testing and prototyping. 3 part-time staff.
OUT OF THE BLU will be in charge of creative content generation for the app and its dissemination in Colombia and LatAm. 3 part-time staff.
To reach our vision, we plan to:
-Ideate, test and refine with rough prototypes
-Financial planning
-Develop and test digital version of app
-Institutional partnership agreements
-Launch

How has your idea changed based on feedback?

In a circular design environment, contents may impact our target age through different mediums. Corporal Maps can expand beyond a digital app (flashcards, web series, comics, etc).
Data and analytics will provide valuable information for decision-makers such as: government and cooperation funds. It is definitely a tool that helps children make better SRH decisions and empower them to claim their rights at this critical age range that determines how they'll behave in the future.

Using a human-centered design approach, you may uncover insights that lead to small or foundational changes to your organization’s existing strategy or processes in order to unlock the potential of your idea. How would your organization go about making such changes?

We believe that real social impact will always imply constant change.
Our process begins with an iteration model where our ideas are tested and co-created with real user feedback. Then we share our diverse points of view (philosophers, industrial designers, anthropologists, sociologists, and communications experts) and collectively decide which is the best solution, always keeping in mind our end users. For complex decisions, we analyze: viability, feasibility and sustainability.

How long have you been working on the project?

3

What year was your organization or group started?

2017

How many full time staff are needed to implement your idea?

12

What most attracted you to the UNFPA Young People's Sexual and Reproductive Health Challenge?

In a society where children's bodies are objectified and sexuality is based on distorted cultural stereotypes, the most vulnerable population has little to no access to quality and personalized tools that help them make better decisions concerning their SRH rights. We believe that Corporal Maps will contribute to breaking cycles of poverty in Latin America caused by teenage pregnancy, gender inequality, lack of education, and violence and abuse.

Share the URL for your Business Model Canvas Here

Corporal Maps business model canvanizer 1.0: https://canvanizer.com/canvas/rq4OZdPvNfGlp
Corporal Maps business model canvanizer 2.0: https://next.canvanizer.com/canvas/rq4OZdPvNfGlp

Opportunity Areas – Select those that apply

  • mHealth

What specific problem(s) are you trying to address? (300 character limit)

In Bogotá, each day a baby is born to a mother who is between 10-14 years old. Sexual education, particularly the recognition that emotional and corporal changes occur during preadolescence, is not reaching boys and girls in clear, direct, interesting or non-judgmental ways.

What are some of your unanswered questions about the problem(s) you are working to address? (500 character limit)

How can you align messages about reproductive and sexual health among parents, teachers and other significant adults?
How can you prevent religious teachings becoming an obstacle to boys and girls learning about their bodies?
How do you incorporate an understanding of the hormonal processes that normally occur during preadolescence into specific functions of different body parts?
How do we scale it and make it appropriable for other communities around the world?

Who are your end users? (1000 character limit)

Preadolescent girls and boys between the ages of 10-14 at public schools in Bogota at the following marginalized locations: Engativa (20 schools), Bosa (30 schools), Kennedy (50 schools), and Ciudad Bolivar (50 schools).
We made a fieldwork with 45 girls and boys where we identified the following unsatisfied needs: 
Teachers doesn´t have any didactic materials which they can work with on preadolescents everyday life. 
The population under study doesn´t have any space where they can openly reflect their love and sexuality decisions.
The population under study doesn't have a reference of how the opposite sex feels after an interaction.
The population under study doesn't have a guide that allows them to understand what is the best way to approach the opposite sex.
User point of view: preadolescent girls and boys between the ages 10-14 need didactic tools that improves decision making regarding their interaction with the opposite sex and posible sexual relations. 


Explain your idea. (500 character limit)

Corporal Maps are an educational yet fun tool that will allow teachers of girls and boys aged 10-14 to more easily explain physical transformations such as: a first ejaculation, growth of breasts, the appearance of pubic hair, voice changes, as well as the corresponding emotional facets brought on by those changes. By identifying body parts that have a strong correlation with sexuality, girls and boys will be able to interact with the emotions that emerge from daily situations.

What is your value proposition? (500 character limit)

For preadolescent girls and boys between between ages of 10-14 at public schools in Engativá, Bosa, Kennedy and Ciudad Bolívar districts in the city of Bogotá, Corporal Maps is a system that allows children to learn and reflect about their body and emotions according to the situation in which they are with the opposite sex. It will give them not only the possibility of understanding others but making healthy, responsible and consensual choices. 


What's different about your idea compared to current solutions? (500 character limit)

Since 2011, there have been several public education campaigns conducted in Bogota, which have included teaching and workshop materials, to address challenges related to sexual and reproductive health issues at the local level. These strategies have usually been of short duration and focused on media exposure. More importantly, none have included the connection between physical and emotional changes. Corporal Maps will be a valuable sexual and reproductive health communications tool for kids.

What are the key reasons why end users would turn to your organization over another?

  • Customization: Tailoring to specific needs

What would success look like for your end users? (500 character limit)

For preadolescents, informed and empowered girls and boys, confident of their bodies and their emotions, free of cultural and religious prejudices.
For families and schools and a greater systemic understanding of sex-gender relations that generate a clearer perspective of how biological differences between men and women have translated into social and economic inequalities.
For the world, a digital interactive platform scalable and adaptable for preadeolscents in other countries.


How would you measure the impact your idea has on your end user(s) ? How will you measure the success of your program? (500 character limit)

Decrease in cyber sex bullying or slut shaming in target populations/schools/communities.
Decrease in sexually transmitted diseases in target populations/schools/communities.
Decrease in teen pregnancy rates in target populations/schools/communities.
Decrease in child sexual and physical abuse target populations/schools/communities.

What strategies will/are you testing to acquire end users? (300 character limit)

Corporal Maps will be distributed to target schools by the mayor’s office.

Detail testing methodology:

Concept test - Desirability of the idea.
Digital mockup test - Wireframes.
Contest scenes test - Students will share their most significant scenes that would like to include in the app.

Key partnerships - Who will you partner with to make your idea work? (500 character limit)

Bogota Mayor’s Office.
Bogota Secretary of Education.
Alianza Educativa.
Profamilia (leading organization in sexual and reproductive health issues in Colombia).
National Agency for Reincorporation.
Minister of National Education.
Inter-American Development Bank.
Facebook and/or Google Colombia.

What is your organization’s name? (150 character limit)

ILA is a consulting firm convinced of the power of imagination, co-creation and creative design to explain, inspire and give identity to ideas.

Tell us more about you: (750 character limit)

Team in Bogotá:
Elisa Coronado - Strategic Planner, Luisa Uribe - Anthropological Research, 
David Garzón - Industrial Design
, Carolina Buitrago - Digital Strategist, Cristóbal Cabo and Fabio Fernández - Insight Analysis, Danny Jiménez - Illustrator
, Laura Adiwasito - Storyteller, 
Paula Pinzón - Data Analyst

, Mauricio Bejarano - Creative Director, Jorge Rojas - Financial Planner, Mauricio Noguera - Graphic Design.
Partnerships:
Lever - Research and strategic design firm that focus on discovering opportunities, setting up strategies and creating value for companies and users. 
Out of the blu - Strategy and creative consultancy obsessed with driving change and multidisciplinary perspective to complex communications challenges.

Organizational Characteristics

  • Women-led organization

Where will your idea be implemented? (200 character limit)

The project will be deployed in Bogota moving out to other major cities and key post-conflict rural areas. Afterward, countries in Central and South America with the highest rates of teen pregnancies.

What do you need to get started? (500 character limit)

Pilot project at 4 schools with 160 girls and boys.
Staff of 12 from project partner companies: ILA, LEVER, and Out of the Blu.
Strategic alliance with a digital platform company.
Between US$25,000 – US$35,000 of financial resources.

What is the current scale of your proposed innovation?

  • It is still in planning phase and does not exist yet.

Experience in Implementation Country(ies)

  • Yes, for more than one year.

Expertise in Sector

  • I've worked in a sector related to my idea for more than a year.

Organization Location (200 character limit)

Bogotá - Colombia.

What is your organizational status?

  • We are a registered for-profit company (including social enterprises).

What is the maturity of your innovation?

  • Early Stage Innovation: I am exploring my innovation, refining, researching, and gathering inspiration.

Website

www.imaginacion.me
www.leverstudio.net
www.outoftheblu.co
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Attachments (8)

stage_01.pdf

First interaction of experience map.

story_01.pdf

Boy meets girl at school, and invites her to a party.

story_02.pdf

Boy meets girl at birthday party.

story_03.pdf

Boy and girl chat on WhatsApp.

decision_cards.pdf

Decision cards for girls and boys with different options.

second_fieldwork_results.pdf

Analysis, lessons learned, insights and takeaways of second fieldwork with children.

color_emotions.pdf

Color, body parts and emotion relations in second fieldwork with children.

app_framework.pdf

App step by step.

23 comments

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Photo of Elisa Coronado Bonilla
Team

Hello OpenIDEO Team

After our fieldwork in March, we started testing Corporal Maps with teachers. We began with six (biology, chemistry, physics, math, accounting, design) at one of the public schools we did our first workshop: Institución Educativa Juan del Corral.

This was their feedback:
1. In the stories, it is essential to explore situations related to gender diversity given that 10-14 year old girls and boys witness same gender couples showing signs of affection at school and are curious about it.

2. Deeper exploration of nude photos requested by popular boys to shy and fearful girls is becoming the norm. Unfortunately, most of the time, after sharing nude pictures, these girls are removed from school due to shame, and the boy turns into a new kind of hero among the group of friends.

3. Explicit drawings of genitals at classroom desks and bathrooms show the kids' need to express unknown emotions and instincts related to interactions with their own body or with the opposite sex.

4. Negative and harmful group pressure is leading to misbehavior, drug use, group sex and robbery. A neutral space to express and decompress is becoming vital.

5. Sexual behavior such as prostitution is often observed by kids in their own houses and most of the times in the same room (some kids’ parents are sexual workers). These kinds of situations lead not only to the tendency to mimic and repeat, but to the normalization of the transaction between money, favors and the body.

6. Sexual and reproductive health classes and booklets only address disease and pregnancy prevention, but do not at all deal with the further corpo-emotional impact of having sex.

7. Pregnancy prevention has become so integrated in the conversation among the kids and their parents, that it is now common for girls to ask their parents for contraceptive patches as sweet 15 ‘quinceañera’ birthday gifts.

8. Relationships between parents and teachers has become very distant. Instead of supporting and continuing lessons from school at home, parents are apathetic and indifferent to what is happening on their kids lives. It is indispensable to get parents’ attention and actively involve them in co-creating a life plan with their children for their future.

For us, a complementary version of Corporal Maps for teachers and parents will be key to empower the minds, bodies and emotions of 10-14 year old girls and boys.

We would greatly appreciate your feedback and comments on this new round of testing.

Best!
Elisa

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