Quetza on Wheels

Quetza on Wheels

CENTRO DE EDUCACIÓN ARTÍSTICA "DIEGO RIVERA"
2015/2016
22

Our aims were to report, educate and make people aware of the different problems of mobility in our city. We consider awareness as a solution. That is why we used literary and cinematic works as a means of artistic expression with a social end.

The ideas

To begin developing the ‘ideas and initiatives’ part of our project, we dedicated a session to present the mobility experiences that we’ve had as students, and then we began to provide different solutions and initiatives.
The most frequent problems were:
-Irresponsibility of pedestrians and drivers: Pedestrians should be responsible while walking down the street; most students often walk while using their phones and are not aware of the signs, for example, when crossing the street. On the other hand, the driver also has to be responsible regarding transit rules. Many times, they don’t respect the traffic lights or yellow lines for pedestrians.
-Insecurity: Public transportation and the streets of the city are more insecure than they seem (accidents, theft and violence).
-Lack of lighting: Very few streets are illuminated. School arrival is at 7 a.m., when there is no light, and the students of our institution have to walk more than 5 blocks from the nearest subway station to get to school, which provokes great insecurity for us while walking alone.
-Inefficient public transportation: The service of public transport does not operate well since a majority of bus drivers and passengers are not conscientious about how to behave and respect one another. For example, the drivers often drive recklessly in order to get more and more passengers, causing accidents. In addition, as passengers we are not well-organized when using public transport, we only think about ourselves and not about the others.
-Poor road conditions: Most of the streets are very old and have tree roots breaking through, there are potholes, enormous stones, and other obstacles. This poor state of the streets makes it that people to have to take different roads, which affects arrival to their destinations.

We reflected on the limits of the city. We took the subject of insufficient transport, and highlighted the irresponsibility of pedestrians and drivers, and the response of society regarding the general mobility situation in everyday life in Mexico City.

The initiatives

Once we stated the problems about mobility in our community and discussed our ideas, the initiatives were born. Our purpose was to create awareness and spread the word, showing the reality that Mexicans live and that, sadly, is normal and part of our daily routine. The initiatives were created with the idea of making this project something that could impact our community, and that we could expand to other places. Our initiatives began with the creation of stories that narrate a variety of everyday situations of mobility in CDMX (Mexico City), common safety issues and the importance of the prevention. These stories are told in videos; at the same time, we are publishing them in a virtual magazine. Both of these formats were uploaded to social networks so that we could reach more people. The reason for having our entire project online is because of the impact that social networks (and the internet) have on our daily lives. We think that through this media we will impact more people; also, we want people to share with us their good and bad stories about these issues. This also gives them the opportunity to come up with more solutions and provide ideas to contribute to better mobility around the country. We don’t want to limit this project to just our school community; we would like to involve as many people as possible. We are hoping to share these experiences so that people can start making small changes in terms of awareness, respect and prevention.

THE MEANING OF THE LOGO
The group held a brainstorming meeting; the proposals that were shown concluded in “Quetza on Wheels”.
In the beginning, we had an idea what we wanted to show. We are from Mexico and something we thought that identified us as a culture is our history. The most influential god is Quetzalcoatl, so we decided to put him on our logo to represent us as Mexicans.
As Quetzalcoatl is a very long name, we cut it for design and clarity reasons.
The theme of the project is mobility so we mixed atemporal concepts into one single image.
“Quetza” means “feather” in Nahuatl, so we put feathers all around the feathered, snake god; we thought of feathers as symbolizing the idea of movement.
While creating the logo, we though to keep it minimalistic: a color contrast was used between the image and the text; the biodiversity of our nation is located in the central illustration; and the typography represents the modernity of our city.

FEEDBACK
We’ve had a lot of reactions to our campaign. People have left us their comments on the social networks pages (Facebook, Twitter and YouTube) about our campaign projects.
Our Facebook page includes a section where people tell about their transport experiences, sharing good, bad and funny incidences.
People identified with the situations that we show in the videos, as we used every day situations that many of us experience.
Likewise, we received feedback of people’s general opinions of the projects.
Also, 11th grade students of CEDART “Diego Rivera” collaborated on the Quetza on Wheels project, contributing with two sculptures of busts that will be artistically presented using the Quetza on Wheels logo so they can promote the campaign with students from Veracruz in their coming field trip. This is an example of the impact the campaign has made: students want to get involved artistically and commit their art to spreading the message.

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