book 6 – project design
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1Book 6, I t Must Expand Project – Pro ject Design Research & Development
Book
Pro ject Design Research & Development
06
It MUST Expand project
2 Book 6, I t Must Expand Project – Pro ject Design Research & Development
Introduction:
This book documents a l l the pract ica l
des ign research, the f i rst sect ion wi l l be
pract ica l des ign research. The second
sect ion wi l l be d isplay ing a l l the normal
des ign as i t were.
About:
We are a g lobal network of ar t is ts,
act iv ists, wr i ters, pranksters, students,
educators and entrepreneurs who want
to advance the new socia l act iv ist
movement of the informat ion age.
Our a im is to topple ex ist ing power
structures and forge a major sh i f t in the
way we wi l l l i ve in the 21st century.
Adbusters Magazine:
Based in Vancouver, Br i t ish Columbia,
Canada, Adbusters is a not- for-prof i t ,
reader-supported, 120,000-ci rcu lat ion
magazine concerned about the
eros ion of our phys ica l and cul tura l
env i ronments by commercia l forces.
Our work has been embraced by
organizat ions l ike Fr iends of the Earth
and Greenpeace, has been featured in
hundreds of a l ternat ive and mainstream
newspapers, magazines, and te lev is ion
and radio shows around the wor ld.
Adbusters offers inc is ive phi losophica l
ar t ic les as wel l as act iv ist commentary
f rom around the wor ld address ing
issues ranging f rom genet ica l ly modi f ied
foods to media concentrat ion. In
addi t ion, our annual socia l market ing
campaigns l ike Buy Noth ing Day and
Dig i ta l Detox Week have made us an
important act iv ist network ing group.
Ul t imate ly, though, Adbusters is an
ecologica l magazine, dedicated to
examin ing the re lat ionship between
human beings and the i r phys ica l and
menta l env i ronment. We want a wor ld
in which the economy and ecology
resonate in balance. We try to coax
people f rom spectator to part ic ipant
in th is quest. We want fo lks to get
mad about corporate d is informat ion,
in just ices in the g lobal economy, and
any industry that pol lutes our phys ica l
or menta l commons.
Culturejammer’s Headquarters:
Ad
bu
ste
rs
02
3Book 6, I t Must Expand Project – Pro ject Design Research & Development
This s i te was designed to help you
turn the drab number cruncher you’re
star ing at r ight now into the most
versat i le act iv ist tool ever reckoned
with. From cyberpet i t ions to Cr i t ica l
Mass t ips, f rom exposing corporate
propaganda, to downshi f t ing your
l i festy le and t reading l ight ly on the
p lanet, we hope th is s i te wi l l inspi re you
to move – upon your return to the rea l
wor ld – f rom spectator to part ic ipant.
Campaigns – Buy Nothing Day:
Buy Noth ing Day (BND) is an
internat ional day of protest against
consumer ism observed by socia l
act iv ists. Typica l ly ce lebrated the
Fr iday af ter Amer ican Thanksgiv ing in
North Amer ica and the fo l lowing day
internat ional ly, in 2011 the dates are
November 25 and 26 respect ive ly. I t
was founded in Vancouver by art ist Ted
Dave and subsequent ly promoted by
Adbusters magazine, based in Canada.
The f i rst Buy Noth ing Day was
organized in Mexico in September 1992
“as a day for society to examine the
issue of over-consumpt ion.” In 1997, i t
was moved to the Fr iday af ter Amer ican
Thanksgiv ing, a lso cal led “Black
Fr iday”, which is one of the ten busiest
shopping days in the Uni ted States.
Outs ide North Amer ica and Israe l , Buy
Noth ing Day is the fo l lowing Saturday.
Adbusters was denied advert is ing t ime
by a lmost a l l major te lev is ion networks
except for CNN, which was the only
one to a i r the i r ads. Soon, campaigns
started appear ing in the Uni ted States,
the Uni ted Kingdom, Israe l , Austr ia,
Germany, New Zealand, Japan, the
Nether lands, France, and Norway.
Part ic ipat ion now inc ludes more than 65
nat ions.
Buy Noth ing Day has recent ly been
modi f ied by Adbusters and renamed
Occupy Xmas. Buy Noth ing Day
was f i rst jo ined with Adbuster ’s Buy
Noth ing Chr istmas campaign. Short ly
there af ter, Lauren Bercovi tch, the
product ion manager at Adbusters Media
Foundat ion publ ic ly embraced the
pr inc ip les of Occupy Chr istmas te l l ing
The Fulcrum.
03
4 Book 6, I t Must Expand Project – Pro ject Design Research & Development
Buy noth ing day is a bold campaign,
i t can seen f rom the lack of news
coverage, that i t ’s not popular wi th
the major i ty of people. Yet there’s st i l l
a lot of support as i t ’s spread to an
incredib le 65 nat ions.
A s imple campaign that seems to
be a b i t h i t and miss. The design of
these adverts portray buying as a sub
standard act iv i ty, to t ry and get people
to look down on i t as unheal thy.
04
5Book 6, I t Must Expand Project – Pro ject Design Research & Development
Blackspot:
Blackspot is an aff ront to the
consciousness of hyper capi ta l ism and
prof i t dominated boardroom pol ic ies.
Blackspot is about more than market ing
a brand or deconstruct ing the meaning
of cool – i t ’s about changing the way
the wor ld does business. Blackspot is
an open-source brand, which means
that i t can be used by anyone for any
purpose at no cost.
Blackspot shoes are made with hemp,
recycled t i res, vegan leather and
produced in fa i r- t rade factor ies. We
a lso se l l on ly to independent reta i lers
wor ldwide in order to cycle money back
into local economies.
Our hope is that people wi th s imi lar
phi losophies wi l l be inspi red by our
exper iment in grassroots capi ta l ism
and start the i r own business ventures,
spreading indie cul ture and prov id ing
ever more a l ternat ives to buying f rom
megacorporat ions.
05
6 Book 6, I t Must Expand Project – Pro ject Design Research & Development
The blackspot campaign a ims to
offer an a l ternat ive to consumer ism,
i t a ims to g ive people an opt ion of a
product that doesn’t harm anyth ing.
The campaign a lso a ims to offer an
a l ternat ive brand. Try ing to counter the
spread of logos and brands. However I
fee l i t ’s counter intu i t ive to t ry and solve
a problem with the same but d i fferent
k ind of or ig in. I t makes more sense to
me that i f there is a f lawed system i t ’s
the system that needs to change not
the product.
Digital Detox Week:
What is i t about our technology that is
so addict ive? As much as we hate to
admit i t , we are hooked on the d ig i ta l
wor ld. Whether i t is text ing, gaming,
downloading or emai l ing, so much of
our t ime is spent in the v i r tua l rea lm.
Lucki ly, the off button is easy to f ind.
Take a week to cut back on dig i ta l
st imulat ion as much as you can. The
goal is not to dwel l on the p i t fa l ls of
our e lectronic dev ices but to ref lect on
ourselves. And who knows, i f the magic
begins to creep back into your l i fe , the
d ig i ta l detox may never end.
3 Ways to k ick of your d ig i ta l detox
week:
1. Take a Zen Moment:
Tomorrow morning, t ry a l i t t le se l f
d isc ip l ine before you switch on your
computer. For 60 seconds, look at the
ref lect ion of yoursel f in the dark, empty
screen. Meditate on your re lat ionship
wi th th is box. What is i t rea l ly a l l about?
2. Slow Down:
Share th is 60 second animat ion about
our hect ic pace of l i fe wi th your f r iends.
Then chat wi th them about the i r d ig i ta l
l ives and how to move in d i fferent, more
meaningfu l ways.
3. Reconnect wi th Real i ty :
Ta lk one or more of your f r iends into
going for a walk or a h ike or a camping
t r ip wi th you dur ing Dig i ta l Detox Week.
06
7Book 6, I t Must Expand Project – Pro ject Design Research & Development
This campaign s imi lar to Buy Noth ing
Day encourages people to cut down on
consumpt ion. Though th is consumpt ion
is a personal one, about invest ing too
much of our t ime into d ig i ta l th ings.
The screen shot above is of a short
an imat ion d isplay ing the hect ic l i fe of
an indiv idual and the lack of rea l rest
and interact ion he gets in a day.
This is a s imple campaign and
wel l worth doing, i t isn’t a massive
campaign that wi l l spread v i ra l ly but
a very commendable one that would
encourage people to cut back on the i r
dependance of d ig i ta l th ings.
Kick It Over:
Adbusters inv i tes economics students
around the wor ld – especia l ly PhD
students – to jo in the f ight to revamp
Econ 101 curr icu lums and chal lenge
the endemic myopia of the i r tenured
neoclass ica l profs. Read some of the
introductory art ic les, check out the
latest d ispatches on our b log, then
download the Kick i t Over Mani festo
(and other posters) and keep pinning
them up in the corr idors of your
department. Get a smal l group together
and start jamming! Put your univers i ty
at the forefront of the monumenta l mind
shi f t now underway in the “sc ience” of
economics.
On k ick i tover.org – pr imar i ly a b log –
there are numerous art ic les, v ideos and
resources, speci f ica l ly for economics
students. This is d i fferent k ind of
campaign, a speci f ic one.
07
8 Book 6, I t Must Expand Project – Pro ject Design Research & Development
I wasn’t aware of th is campaign unt i l I
speci f ica l ly researched a l l of Adbusters
campaigns. Kal le Lasn ment ioned when
ta lk ing about the ‘ log ic f reakiness’ of
western cul ture, which he sa id was
based on neo-class ica l theor ies.
This is an impress ive campaign there
is a lot of resources avai lable, and
the b log is fu l l of ar t ic les. I f th is takes
off among economics students, i t
could have a ser ious affect on some
inst i tut ions i f lecturers and professors
get on board. This campaign is
encouraging the search for a new
al ternat ive, looking to economists to
suggest some di fferent ways for a
society to funct ion.
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9Book 6, I t Must Expand Project – Pro ject Design Research & Development
Occupy Wall Street:
Occupy Wal l Street is a protest that
began on September 17, 2011 in
Zuccott i Park, located in New York
Ci ty’s Wal l Street f inancia l d ist r ict . The
protest was in i t iated by the Canadian
act iv ist group Adbusters and has led
to Occupy protests and movements
around the wor ld. The main issues are
socia l and economic inequal i ty, greed,
corrupt ion and the undue inf luence
of corporat ions on government—
part icu lar ly f rom the f inancia l serv ices
sector. The OWS s logan, We are the
99%, addresses the growing income
inequal i ty and weal th d ist r ibut ion in
the U.S. between the weal th iest 1%
and the rest of the populat ion. To
achieve the i r goals protesters act on
consensus-based decis ion made in
genera l assembl ies to effect d i rect
act ion instead of pet i t ion ing author i t ies
for redress.
The whole movement started with a
b log post (ht tp://www.adbusters.org/
blogs/adbusters-blog/occupywal lst reet .
html ) f rom Adbusters on the 13th of
Ju ly 2011.
“A wor ldwide shi f t in revolut ionary
tact ics is underway r ight now that
bodes wel l for the future. The spi r i t of
th is f resh tact ic, a fus ion of Tahr i r wi th
the acampadas of Spain, is captured in
th is quote:
“The ant ig lobal izat ion movement was
the f i rst step on the road. Back then
our model was to at tack the system l ike
a pack of wolves. There was an a lpha
male, a wol f who led the pack, and
those who fo l lowed behind. Now the
model has evolved. Today we are one
big swarm of people.”
— Raimundo V ie jo, Pompeu Fabra
Univers i ty, Barcelona, Spain
. . .This could be the beginning of a
whole new socia l dynamic in Amer ica,
a step beyond the Tea Party movement,
where, instead of being caught he lp less
by the current power structure, we
the people start gett ing what we want
whether i t be the d ismant l ing of ha l f
the 1,000 mi l i tary bases Amer ica has
around the wor ld to the re instatement
of the Glass-Steagal l Act or a three
str ikes and you’re out law for corporate
cr iminals. Beginning f rom one s imple
demand – a pres ident ia l commiss ion to
separate money f rom pol i t ics – we start
sett ing the agenda for a new Amer ica.
Post a comment and help each other
zero in on what our one demand wi l l be.
And then let ’s screw up our courage,
09
10 Book 6, I t Must Expand Project – Pro ject Design Research & Development
pack our tents and head to Wal l Street
wi th a vengeance September 17.”
There was a lot of media coverage, the
movement effect ive ly occupied the news
for weeks.
11Book 6, I t Must Expand Project – Pro ject Design Research & Development
The Occupy movement was a huge
success spreading internat ional ly
and the or ig ina l camp in New York
last ing for months. The actual tangib le
effects have yet to be seen, there are
some ment ions in pol i t ica l speeches
recognis ing the movement. Largely i t
seems to have been dismissed and in
the lat ter stages i t was rea l ly the pol ice
that were in the news, because of harsh
tact ics used by them in d ismant l ing the
encampments.
Nevertheless the movement shows that
people care, and masses of people
are wi l l ing to do something about i t .
I t showed that society cares and are
wi l l ing to do something.
The movement isn’t over there are st i l l
camps in many c i t ies, and there could
wel l st i l l be fur ther developments.
12 Book 6, I t Must Expand Project – Pro ject Design Research & Development
Spoof Adverts:
Adbusters have a col lect ion of spoof
adverts on the i r websi te, f rom one
t ime pro jects, or part of the b igger
campaigns and created for an art ic le.
Here are some that I p icked out.
Adbusters take a very provocat ive
approach, as can be seen in three of
the images here. These images don’t
just a im to shock as with some char i ty
campaigns.
These images a l l a im to show the
contrast between the r ich and poor,
to show the gap and l ink between the
poverty of one and the excess of the
other.
13Book 6, I t Must Expand Project – Pro ject Design Research & Development
Summary:– Adbusters have some
excellent campaigns, Buy
Nothing Day is steadily
increasing a following and
growing internationally.
– Occupy Wall Street is one of
the biggest movements of this
century rivall ing the make
poverty history marches.
– Adbusters do excellent
work, showing what a
privilege it was that I
interviewed it ’s co-founder
Kalle Lasn.
http://www.adbusters.org/
http://en.wik ipedia.org/wik i /Occupy_Wal l_
Street#Funding
http://www.guardian.co.uk/wor ld/gal lery/2012/
may/01/occupy-may-day-protests#/?picture=389
554297&index=15
14 Book 6, I t Must Expand Project – Pro ject Design Research & Development
About:
Provokateur is an eth ica l
communicat ions agency that bel ieves
creat iv i ty and design can be powerfu l
cata lysts for change.
The Agency:
With over ten years exper ience
Provokateur has a unique reputat ion
for creat ing effect ive, inspi r ing work
for organisat ions across the eth ica l
spectrum.
Provokateur’s been doing i ts th ing s ince
2002. I ts founder, Joshua Blackburn,
cut h is campaign teeth at the Labour’s
Party’s Genera l E lect ion ‘war room’ in
1997, where he worked for the party’s
pol l ing and strategy advisor, Phi l ip
Gould. The exper ience taught h im the
power of communicat ions to effect
pol i t ica l and socia l change.
The lessons he learnt were the
genesis of Provokateur, an eth ica l
communicat ions agency that uses
i ts creat iv i ty and ins ight to help
organisat ion make the wor ld a better
p lace. We’re smal l but ambit ious, good
at l is ten ing but ready to chal lenge.
Belief:
Bel ie f l ies at the heart of Provokateur’s
work. I t ’s what gets us out of bed
and keeps our penci l sharp. I t ’s our
mani festo, ambit ion and ethos; the
standard by which we judge our work
and our reason for doing i t .
The Team:
Provokateur is a ta lented team of
passionate people: st rategists,
des igners, developers, copywr i ters,
account managers, i l lustrators and
more. They’re ambidextrous, pol i te and
above average height. Most important ly,
Pro
vo
ka
teu
r
15Book 6, I t Must Expand Project – Pro ject Design Research & Development
they know thei r beans.
Provokateur have a page of the i r s i te
ca l led Provokat ions (provocat ions) ,
there are four sect ions; mischief L ibrary
Heroes Art ic les.
Heroes:
Provokateur’s business is to create
communicat ions that inspi re, chal lenge
and provoke. These are the th ings that
inspi re us.
“F i rst they ignore you. Then they laugh
at you. Then you win.
– Mahatma Ghandi
“ I f everyone demanded peace instead of
another te lev is ion set , then there’d be
peace”
– John Lennon
“Al l men dream: but not equal ly. Those
who dream by n ight in the dusty
recesses of the i r minds wake in the
day to f ind that i t was vani ty: but the
dreamers of the day are dangerous
men, for they may act the i r dream with
open eyes, to make i t possib le”
– T.E. Lawrence
“ In our age there is no such th ing as
‘keeping out of pol i t ics’ . A l l issues are
pol i t ica l issues, and pol i t ics i tse l f is a
mass of l ies, evas ions, fo l ly, hatred and
schizophrenia”
– George Orwel l
“When ev i l men plot , good men must
p lan. When ev i l men burn and bomb,
good men must bui ld and bind. When
ev i l men shout ugly words of hatred,
good men must commit themselves to
the g lor ies of love.”
– Mart in Luther King, Jr
These are inspi r ing quotes, Provokateur
are c lear ly wel l read and ground
themselves in pol i t ics and phi losophy.
Taking inspi rat ion f rom s igni f icant
h istor ic f igures.
Library:
The Provokateur l ibrary is a col lect ion
of pdf ’s avai lab le to download, f rom
‘The Pale Blue Dot’ by Car l Sagan, to
‘An Ideal For Which I Am Prepared To
Die’ by Nelson Mandela, to ‘A Nice Cup
Of Tea’ by George Orwel l .
Showing how important theory and
phi losophy is to them, and the i r
pract ice.
16 Book 6, I t Must Expand Project – Pro ject Design Research & Development
Mischief:
“Mischief makes good” is Provokateur’s
unoff ic ia l motto. From royal wedding
condoms to unoff ic ia l Harry Potter
merchandise, Provokateur has an eye
for entrepreneur ia l naught iness.
Party Polit ical Mischief:
A few years back, the Conservat ive
Party launched an ins id ious poster
campaign around the ins inuat ing l ine,
“Are you th ink ing what we’re th ink ing?”
I t was a campaign as nasty as i t was
baff l ing. I t was a lso r ipe for some
mischievous subvers ion. Provokateur
grasped the nett le and produced
i t ’s own ser ies of campaign posters,
fo l lowing the concept and design of the
or ig ina l .
I rea l ly l ike th is campaign, as the poster
campaign i t ’s parodying is the one a
d iscussed as part of Report 1. Which
I argued was petty and arrogant. So
natura l ly i t ’s encouraging to see others
agree, as wel l as f inding i t amusing.
Smoking Pack Stickers:
Cigarette warn ing labels are famously
unsuccessfu l . Smokers are a l l too
aware of the medical r isks but prefer to
pract ice the art of denia l . Provokateur
conceived an a l ternat ive range of
warn ing labels that were a l together
cheekier and more surpr is ing. Produced
as a range of st ickers, concerned
f r iends could ‘pack- jack’ an undefended
carton of Mar lboro L ights and g ive the
determined smoker a more thought
provoking message.
Provokateur take a humorous approach
in most of the i r des ign, the websi te
is fun to nav igate, just to enjoy the
user inter face. They a lso use th is
sense of humour in the design of
the i r campaigns. Humour can make a
connect ion with people, as Alex Baker
sa id in h is response to the quest ion,
What do you f ind is the most effect ive
way to engage you on a topic you’re
less fami l iar wi th?
“Make i t funny. Try to look for what
would make you laugh or th ink i t ’s cool”
Maybe th is is the approach to take,
but i t does seem to me that i t may not
be taken as ser ious ly. As th is wouldn’t
deter me f rom smoking (not that I rea l ly
have an urge to) the one on the r ight
possib ly because i t makes a joke about
hav ing lungs. Which is more f r ightening
than funny. The other one is just
amusing i t reminds me of wheezy one
of the toys in Toy Story 2 that is le f t on
17Book 6, I t Must Expand Project – Pro ject Design Research & Development
the shel f because h is squeaker broke.
Then I forget was the point was meant
to be.
Articles:
Provokateur has been a publ ished
contr ibutor on eth ica l and char i ty
communicat ions in The Guardian, New
Statesman, 3rd Sector and Char i ty
T imes.
The sect ion is br i l l iant , they have ten
art ic les:
Stamp of Author i ty :
Char i t ies are busy branding, but the
resul ts aren’t a lways pretty. Here’s
some pract ica l adv ice to do the job
r ight .
Brand Heal th Warning:
A v intage art ic le on the importance
of branding for char i t ies and how an
organisat ion’s passion wi l l he lp i t stand
out.
War Sel ls :
In the f i rst Gul f War, se l l ing the war was
as important as f ight ing i t . But how do
you market mass destruct ion?
Dangerous L ia isons:
Explor ing branding in the heart of
government – is i t money wel l spent
or a point less adventure in logo
crunching?
Char i ty Chic:
Char i ty is th is season’s hot new look.
But is the meet ing of compassion and
fashion a good f i t?
The Conscience Industry:
Compassion is no longer a pr ivate affa i r
but a publ ic d isplay. But beware the
i l lus ion of car ing…
Green Days:
As the threat of c l imate change bears
down upon us, some argue the green
movement is los ing i ts way.
The Art of Protest :
A short p iece wr i t ten for the NOISE Art
of Protest newspaper about design as
an agent of change.
The Key to Appiness:
Apps are at the f ront ier of new
technology but are char i t ies doing what
they can to rea l ise the i r potent ia l?
Design Can Save The Wor ld:
Design can do more than se l l sof t
dr inks and sneakers, i t can be a
powerfu l cata lyst for change.
These art ic les are fantast ic, part icu lar ly
the last one ‘Design Can Save the
Wor ld’ in which Joshua Blackburn
expla ins that design can be a ser ious
cata lyst for change and is inherent ly
pol i t ica l ,
“The not ion of design hav ing a socia l
ro le to p lay is far f rom new – and
18 Book 6, I t Must Expand Project – Pro ject Design Research & Development
hardly a concei t . Art ists and designers
have long served as messengers,
miss ionar ies, revolut ionar ies, agi tators,
and propagandists. Centur ies before
the holy Brand Guidel ines, v isual
communicat ion was being sharpened as
a tool of re l ig ion, war and pol i t ics.”
Another very helpfu l ar t ic le is ‘The
Art of Protest ’ by Joshua Blackburn,
where he expla ins how protest can
be orchestrated and fue l led by good
design,
“For us, the art of protest is one of
the most exci t ing f ront iers of graphic
design. This is where art and design
can change the wor ld. This is the
passionate bel ie f that dr ives our work,
and when we see i t in the work of
others i t ’s a source of inspi rat ion.”
Provokateur’s v iewpoint is a very
inspi r ing one, they c lear ly understand
the impact and inf luence of design, and
act ive ly seek to ut i l ise that .
Enterprises:
Provokateur doesn’t just create for i ts
c l ients, i t has a reputat ion for producing
ground breaking, sparky ventures of i ts
own.
Tap:
The bott led water industry is qui te an
inexpl icable, even r id icu lous th ing.
Water comes out of our taps for f ree
but we spend a smal l for tune buying
branded, v i tamin enr iched, imported
water. The t ruth is i t ’s not water
we’re buying but brands. Provokateur
recognised th is fact and decided
that i f we were ever to get people
dr ink ing tap water, i t needed a face
l i f t . Conceived, designed and managed
by Provokateur, Tap was an integrated
campaign and eth ica l enterpr ise that
shows what Provokateur does best.
Other people agreed and as wel l as the
acres of press coverage i t a lso won
Best Integrated Campaign at the Green
Awards.
This campaigns are se l f d i rected ones
the f i rst advocat ing the use of water
bott les, and encouraging people to buy
bott led water less.
19Book 6, I t Must Expand Project – Pro ject Design Research & Development
Acme:
Acme Cl imate Act ion was a t rue labour
of love, a l l wr i t ten, designed, produced
and conceived by Provokateur. . The
ambit ion was bold: produce a book on
c l imate change unl ike anyth ing before.
Where others to ld people what to do,
Acme would g ive them the tools to do
i t . Where others made envi ronmenta l ism
dul l , Acme in jected a cheeky spark le
to keep people engaged. The book,
publ ished by Harper Col l ins, was a
toolk i t of st ickers, posters, postcards,
DIY th ingummies, let ters and more.
As each page was torn out and used,
readers would effect ive ly ‘destroy’ the i r
book, unt i l a l l they had was a f ront and
back cover (which could then be made
into a p icture f rame). Accompanying the
book was a campaign websi te which
was a f ina l is t at the Green Awards.
Summary:– Provokateur also do
bril l iant work, compared to
Adbusters they are a smaller
organisation, and take a much
more l ight hearted approach.
– Provokateur are growing
and expanding as can be seen
on their site having projects
pending and new areas to
develop.
http://provokateur.com/
20 Book 6, I t Must Expand Project – Pro ject Design Research & Development
No Tankers Oil Posters
One of the f i rst i tems researched was
a v ideo made by a company cal led
Reth ink. The v ideo is of a group
putt ing up posters on a wal l above an
assortment of other posters a l ready
there. The posters they put up are of
a p la in b lack image of an o i l tanker
pr inted on A2, the tanker is pr inted with
water soluble ink, so when i t ra ined
the ink ran down and ru ined a l l the
posters below reveal ing text behind
the tanker say ing, “Oi l sp i l ls affect
everyone, take act ion at notankers.ca”.
This is instant ly engaging, i t engages
any person walk ing past phys ica l ly and
leaves an impress ion. In contrast to th is
the d ig i ta l p lat form is so instant, un less
i t is saved somewhere, i t is consumed
and gone.
First as Tragedy, Then as Farce
This is a wonderfu l v ideo, created by
RSA animate, which are a l l br i l l iant ly
i l lustrated. This is a c l ip f rom a ta lk by
renowned phi losopher Slavoj Z izek,
the v ideo is about some possib le
impl icat ions of char i table g iv ing, and
capi ta l ism in genera l . I ’ve watched th is
many t imes and st i l l get new points out
of i t . He makes a compel l ing argument.Ind
ivid
ua
l P
roje
ct/
Ima
ge
s
21Book 6, I t Must Expand Project – Pro ject Design Research & Development
Help Japan Poster
This a poster designed by Signalnoise
– a design agency founded by James
White, based in Nova Scot ia, Canada.
Signalnoise designed the poster
in response to the earthquake and
tsunami that h i t Japan in March 2011.
The poster could be bought f rom the
Signalnoise web s i te for $29.99, a l l the
prof i ts were donated to the Canadian
Red Cross a long a choice of other
char i t ies – the poster was successfu l in
ra is ing over $15,000.
The design is aesthet ica l ly beaut i fu l ,
a remarkably e legant design, that
captures the horr ib le destruct ion of
something pr ist ine, and inev i tably
f ragi le. I t ’s a tastefu l poster, ref lect ing
something t ragic wi th notable d igni ty
– ref lect ing the Japanese people very
wel l . The success of th is campaign
cannot be denied, i t ra ised over
$15,000, for re l ie f effor ts in Japan, a
wonderfu l , beaut i fu l th ing.
But in th is very interest ing art ic le by
Fast Company Design they quest ion the
mot ives behind buying th is poster.
“ I was very tempted to jo in by
purchasing one for mysel f . But when I
stopped and thought about that knee-
jerk desi re for a second, the fee l ing
wasn’t good.”
At f i rst i t seems the only response
should be to buy i t instant ly and g ive
money to help the re l ie f work, and you
get an e legant poster in the process.
But why are you gett ing a poster? Why
are we more inc l ined to g ive i f we get
something out of i t? Does that make the
process of buy ing th is poster a se l f ish
one, because shouldn’t we just g ive
for the sake of g iv ing? Are the g ivers
restr ict ing themselves to only g iv ing
whatever percentage of the poster pr ice
goes to char i ty, instead of g iv ing much
more by g iv ing stra ight to the char i ty?
As the author says.
“Let’s say I d id buy one of these
posters: what on earth am I supposed
to do with i t? Hang i t in my l iv ing room
l ike some over ly aesthet ic ized/sani t ized
symbol of a b l indly horr i f ic natura l
d isaster that I had no di rect exper ience
of? Or, worse, as some s ick, bragging
monument to my own wi l l ingness to
“help”? To be honest, the only sane
th ing to do with a poster l ike th is might
be to just burn the th ing as soon as i t
arr ives in the mai l . ”
This depends on Sina lnoise’s mot ives,
i f he considered a l l of the art ic le’s
author and my prev ious quest ions,
then h is mot ives may be quest ionable.
22 Book 6, I t Must Expand Project – Pro ject Design Research & Development
I f he d idn’t and h is response was just
a knee- jerk react ion, of ‘ I must do
something now!’ , and inst inct ive ly turns
to h is ta lents and resources. Then i t ’s
a d i fferent story as he’s doing what he
can, but i f the lat ter is t rue, shouldn’t
he st i l l ponder upon h is idea and a l l of
i t ’s impl icat ions before pr int ing?
On the other hand, we can’t ignore
the remarkable amount of money one
man ra ised. How many other people
around the wor ld have achieved such
a successfu l rat io as h is? Even i f some
of the process may be quest ionable,
do the means just i fy the end? That’s a
b ig quest ion to answer. How far and to
what point to we take our pr inc ip les?
Obama ‘08
The Obama campaign has become an
icon and a new bench mark in design
and campaigns, far surpassing any 21st
century western pol i t ica l campaigns.
The design was very effect ive in sett ing
h im apart not just f rom McCain but f rom
any pres ident ia l campaign. I t needed
to be something utter ly d i fferent and
momentous, as that ’s what Obama
becoming Pres ident was. The campaign
needed to stand out because Obama
stood out.
I t was communicat ing something new
and f resh, something that hadn’t been
done before. The remarkable th ing
about th is is that had to appeal to
everyone, as Obama was se l l ing h imsel f
as a very d i fferent new product to the
Amer ican people.
So what does the Obama campaign
communicate? The ‘O’ symbol and
font were key to the success of the
brand. The O, had a few meanings, i t
represented the O of Obama, i t was the
0 of the ‘08 campaign, most important ly
i t was an organic shape. A hol ist ic
shape, ref lect ing the earth, depict ing
a hor izon with in i t , symbol is ing hope
and new beginnings, wi th growth in the
foreground ref lect ing gra in growing.
The font ‘Gotham – Tobias Frere-
Jones’, was designed for the brand,
i t conveyed conf idence, secur i ty and
profess ional ism.
In the book ‘Designing Obama’ Scott
Thomas introduces the journey by
quot ing an unnamed designer.
“Wel l , I guess, I ’m lazy. I just make sure
a l l my c l ients are smart people wi th
unique messages and good products.
The rest is easy.”
His basic point is that i f you have a
good product i t ’s easy to se l l . Thomas
concludes h is int roduct ion, by say ing
that designing for Obama was easy
because Obama was a good product, a
new refreshing hopefu l compassionate
product.
“Obama didn’t need to be sold as
something he wasn’t , nor made
palatable by a f lurry of spin and craf ty
market ing. His l i fe story, as recounted
in h is two memoirs, embodied the
Amer ican dream”
23Book 6, I t Must Expand Project – Pro ject Design Research & Development
The brand didn’t have to be fabr icated
or dressed up, because the product
was good enough.
Ramadan Festival
A campaign that started in Hol land and
has s ince spread to the UK, Norway,
Switzer land and Belg ium. The campaign
is ca l led ‘Ramadan Fest iva l ’ , i t was
started by Dutch c i t izens who decided
to act upon the d iv ide in the i r cu l ture,
af ter the v io lent murder by an Is lamic
extremist of a Dutch f i lm di rector Theo
Van Gogh. The campaign a imed to
reconci le those communit ies involved.
The movement has set up var ious
events and campaigns on an annual
bas is that happen over the Is lamic
annual fest iva l of Ramadan. These are
designed to encourage people to accept
d ivers i ty as a good and benef ic ia l th ing.
Some of the in i t iat ives that are in p lace
are the ‘Ramadan Caravan’, which is a
tour bus that t rave ls round the country
dur ing the fest iva l . Prov id ing mass
meals on peoples streets, they a lso
inc lude interact ive th ings l ike v ideos
and quizzes, as wel l as musica l and
v isual ar t is ts that wi l l per form and run
interact ive sess ions.
They are t ry ing to do something new,
I t ’s a beaut i fu l th ing something that
should spread. The design of the poster
is very s imple bold graphics, i t doesn’t
mince i t ’s words. I t conveys a message
of s impl ic i ty and uni ty which ref lects
the fest iva l complete ly. There are no
fa lse pretences, assumpt ions and
suggest ions. I t is st ra ight forward v isual
communicat ion, not depict ing a certa in
colour of sk in or ethnic i ty, as Sarah
Nardi the author of the same Adbusters
art ic le ear l ier c i ted, states.
“The design used to advert ise the
fest iva ls features no celebr i t ies and no
product – i t ’s just a universa l symbol
tweaked s l ight ly so as to be more
t ru ly universa l . I t is s imple, honest and
powerfu l . ”
The Sarah Nardi cont inues.
“ I t ’s what design that hopes to inspi re a
change in our th ink ing should be.”
iPhone Advert
The next advert is one for the iPhone 4,
i t ’s basic se l l ing point is ,
“ I f you don’t have an iPhone, you don’t
have the App store – so you don’t have
the wor ld’s largest se lect ion of App’s. . .
Yup, i f you don’t have an iPhone, wel l . . .
you don’t have an iPhone.”
The arrogance of th is is overwhelming,
despi te a wel l produced advert as
one would only expect f rom Apple,
th is communicates very c lear ly. I t
unashamedly states that they’re the
best around, and have a monopoly on
24 Book 6, I t Must Expand Project – Pro ject Design Research & Development
a l l the best technology and software
avai lable. Granted th is is a surpr is ingly
honest advert , they don’t h ide or
fabr icate what they’re say ing. They
s imply announce that i f you don’t
have an iPhone your unworthy and
detestable, someone might be ent i re ly
open and honest about being pre judice
and offens ive towards someone – that
doesn’t excuse them causing offense.
This may seem l ike harmless fun about
the i r products super ior i ty, but not when
people in th i rd wor ld cul tures buy the
latest phone instead of food, because
in the i r cu l ture they’re not seen as good
enough i f they don’t have that phone.
Dove ‘Real Beauty’ Campaign
The Dove Real Beauty Campaign
launched in 2004, th is is a campaign
tak ing act ion to “help f ree ourselves
and the next generat ion f rom beauty
stereotypes.” The campaign is
constant ly in the process of producing
te lev is ion adverts, v ideos, poster
campaigns and many more resources
on the i r web s i te. A l l focused at
chal lenging the stereotypica l v iew of
women, and a iming to te l l women that
‘Every women is beaut i fu l ’ .
Th is has a l l been carr ied by the Dove
brand, a s imple sty le has been carr ied
into th is campaign. This campaign has
made a rea l impact on our society,
even surpassing the hopes of i ts
founders. I t ’s reached a lot of people
and increased Dove’s sa les as Dr
Susan Orbach (Co-Founder for The
Campaign for Real Beauty) and Kat ie
Adams (Senior Brand Manager for Dove)
expla in.
“Dove had such a huge take up in
sa les”
“The dove se l f -esteem fund has touched
3.5 mi l l ion young women global ly and
by 2010 we wi l l have reached 5 mi l l ion
young women.”
Again we can’t deny the campaign’s
success, i t ’s c lear ly reached and
affected a lot of young women, ra is ing
the i r se l f esteem as Kat ie Adams states.
“We had let ters upon let ters f rom
people say ing “thank you for embracing
the larger breasted women””
Dove have taken a b ig step further
than other companies and campaigns
as Dr Orbach says, ‘We hoped th is
would change everyone e lse’s ad’s’ . I t ’s
success was undeniable. But i f i t was
a campaign say ing ‘Every Women is
Beaut i fu l ’ , why is i t on ly ‘young women’
that are targeted? Are mature women
not beaut i fu l too? Do they not need
thei r se l f -esteem ra ised?
Another interest ing point is one that
‘Adbusters’ make in th is art ic le wr i t ten
by Sarah Nardi .
“But the intent ion – to somehow bolster
women’s se l f -esteem whi le se l l ing them
f i rming lot ion – is the problem. This is
advert is ing in the guise of act iv ism. Cue
25Book 6, I t Must Expand Project – Pro ject Design Research & Development
the cynica l laugh.”
This seems to be a huge contradict ion.
The fo l lowing image (15,16,17,18,19)
are screen shots f rom the very same
web s i te as the campaign. One for
f i rmer sk in, for ‘summer g low’ ( tanned)
sk in, for more colour fu l ha i r, for fu l ler
ha i r and one for s i lky, sh iny hai r. Why
are Dove se l l ing products that are
essent ia l ly about ‘ improv ing’ a women’s
appearance? These products aren’t
mere ly about heal thy sk in and hai r,
these a l l promote the idea of the ‘ ideal
women’ e.g. that women should have
tanned sk in, and th is product wi l l make
your sk in more tanned. As Sarah Nardi
states ‘This is advert is ing in the guise
of act iv ism’ – Is th is eth ica l? To appear
to be eth ica l in order to gain as Dr
Orbach says, ‘a huge take up in sa les’ .
I f that is t rue that is the very def in i t ion
of uneth ica l . I t should a lso be added
that not one Dove product carr ies the
Fai r t rade Mark.
26 Book 6, I t Must Expand Project – Pro ject Design Research & Development
Design & Democracy Exhibit ion
This year I v is i ted the Design &
Democracy exhib i t ion at the Scott ish
par l iament in Edinburgh with univers i ty.
‘Discover how a new generat ion of
designers th ink design can make a
d i fference to the way we l ive. Dur ing
the Year of Creat ive Scot land 2012,
th is exhib i t ion wi l l explore how design
can inspi re posi t ive change in areas
such as heal th, wel l -being, society and
susta inabi l i ty. ’
I was encouraged by the amount
of other graduates that were doing
pro jects about eth ica l issues. I ’ l l post
the speci f ic one’s that int r igued me.
Reducing Child Malnutrit ion in
Uganda
The f i rst pro ject that caught my eye
was th is one by Barbara Beek f rom
Duncan of Jordanstone Col lege of Art
in Dundee. I t ’s a pro ject wi th the a im of
ra is ing awareness of the importance of
good nutr i t ion to parents in Uganda.
Barbara Beek did th is by creat ing a
ser ies of in fographics, and th is abacus
t ree so parents can keep track of the i r
ch i ld’s GDA.
I respect th is pro ject has i t seems
honest, i t rea l ly seems to care i t ’s not
just for the sake of doing something
good because we should. And is
searching for a s imple, honest, eas i ly
implemented a id.
Expense Free Charity!
Emma R. La l ly is a graphic designer
f rom Edinburgh Col lege of Art the
statement for the pro ject is as fo l lows,
“Al though char i ty is an incredib le th ing,
of ten i t carr ies a st igma, wi th t roops
of vo lunteers approaching you on
the h igh street , making you fee l gui l ty
for buy ing your lunch. I wanted to t ry
and make g iv ing to char i ty fee l fun
and a lmost cost less. There is £65
mi l l ion worth of pennies lost in the UK,
and th is campaign asks you to f ind and
donate them.”
Emma R. La l ly so lut ion isn’t a solut ion
for poverty, and i t doesn’t c la im to be,
i t ’s a solut ion to the gui l t we fee l about
poverty. . . gu i l t isn’t the problem, gui l t
is a symptom of the problem of poverty.
Countr ies are caught in poverty t raps,
i t ’s the system that needs to change to
solve poverty, not being more carefu l
not to loose our pennies.
St i l l I shouldn’t be too quick to d ismiss
27Book 6, I t Must Expand Project – Pro ject Design Research & Development
the whole pro ject , she is th ink ing of
a d i fferent way to engage society in
g iv ing, and a new way to communicate
to people which is commendable.
A Photography Project
Sarah Amy F ish lock is a photographer
f rom The Glasgow School of Art ,
“This pro ject documents the l ives of
three I raqis who were employed by the
Br i t ish forces in I raq. Local ly engaged
I raqi staff - interpreters, dr ivers, and
other admin ist rat ive staff - are v iewed
as ‘col laborators’ by the fundamenta l is t
mi l i t ia who have obta ined a pol i t ica l
and psychologica l hold over the
d isor ientated I raqi populat ion. I
worked c losely wi th three successfu l
appl icants and the i r fami l ies to produce
a photographic portra i t of the i r l ives in
Glasgow.”
This is just wonderfu l , the photos
br i l l iant ly convey a sombre rea l i ty of
the subjects s i tuat ion, and effect ive ly
ra is ing awareness about the issue.
Another Photography Project
James Edwin Bettney is another
photographer f rom The Glasgow School
of Art ,
“ In Nepalese and many other cul tures
around the wor ld, a widow is looked
upon with great animosi ty. I t is
bel ieved that the act ions in the i r
prev ious l i fe contr ibute to the death of
the i r husband. They have therefore been
ostrac ised for generat ions, los ing the i r
status in both the home and society.”
This is qui te s imi lar to the last pro ject
but just as powerfu l i f not more so,
again these women’s l ives have been
br i l l iant ly captured and communicated
through these photos.
28 Book 6, I t Must Expand Project – Pro ject Design Research & Development
Can Design Save The World?
Provokateur has an Art ic le page I ’m
quot ing f rom “Design can change the
wor ld”.
“Schools of des ign t ra in students
to handle the i r tools l ike jobbing
carpenters and off they go, eager logo
monkeys hungry for business. This is
the rea l i ty of v isual communicat ion, or
the rea l i ty we’ve come to accept. There
might be a government awareness
campaign or a pro bono char i ty job, but
our rea l business is se l l ing.
. . . Instead of imagin ing pol i t ics and
eth ics have no place in design, we must
rea l ise they’ve a lways been there, we
just forgot about i t . Design can save the
wor ld – i f we want i t to.”
Banksy on advertising
I ’m surpr ised i t ’s taken me th is long to
feature Banksy (exclus ive ly ) , th is post
is actual ly on the Signalnoise b log, a
wonderfu l quote f rom Banksy,
“Asking permiss ion is l ike ask ing to
keep a rock someone just threw at your
head.”
I complete ly agree that adverts assaul t
us everyday, and that we have the r ight
to react to i t . But the major i ty don’t
we’ve become so numb to adverts that
they’re just expected.
Imagine for a minute going about
your normal day, but wi thout anyone
shout ing at you, te l l ing you what to
do.. . Noth ing te l l ing you, you need to
go and see th is or buy th is, that you
need Y or would be happier wi th X.
Imagine being f ree f rom cont inuous
instruct ion. . .
Kony 2012
At the beginning of March th is year, a
th i r ty minute v ideo was re leased by a
char i ty ca l led Inv is ib le Chi ldren, who
29Book 6, I t Must Expand Project – Pro ject Design Research & Development
work in centra l Afr ica where the LRA
occupy. The LRA (Lord’s Resistance
Army) k idnap chi ldren and force them
to murder, torture and rape as part of
the LRA. The leader of the LRA is a man
named Joseph Kony, Inv is ib le Chi ldren
made the v ideo with the intent ion of
making Joseph Kony famous. In four
weeks s ince being uploaded to Youtube
i t has amassed a whopping 86.1 mi l l ion
v iews, and 27.7 mi l l ion on v imeo.
I t was remarkable how fast i t spread,
i t took over socia l media websi tes and
the news for a week. But four weeks
on there’s not even a ment ion of the
campaign ro l l ing around the back
pages of the news or socia l media.
The benef i ts of the d ig i ta l media are
that the market is much bigger due to
socia l media s i tes, you can reach such
a large market. The downsides are that
i t ’s harder to make i t last , a memorable
v ideo can’t be pr inted out and stuck
beside your desk.
The Kony 2012 Action Kit
I bought a Kony 2012 Act ion Ki t , and i t
arr ived last week. Unfortunate ly not as
pr ist ine as the photo on the websi te,
mine was rather more d ishevel led (as
wel l as i t ’s arr iva l be ing ta inted with
an £11 customs charge.. . ) . As ide f rom
th is you do get your money’s worth
receiv ing, 1 T-Shir t , 1 act ion k i t book,
10 posters, 3 bracelets, 10 st ickers and
1 badge.
In terms of the design of the pack, i t ’s
fa i r ly bas ic I ’m assuming to keep costs
down for the purchaser, though th is
comes at the expense of receiv ing a
wel l presented pack. The merchandise
is wel l made, wi th a custom made
T-Shir t , and good qual i ty pr int ing.
Overa l l i t is wel l made and designed for
purpose, as the purpose of the pack is
to prov ide resources not to impress as
whoever has purchased the pack would
a l ready be a fo l lower.
For the design of the pack for th is
pro ject I wi l l need to ser ious ly impress
on f i rst s ight , as I wouldn’t be
preaching to the choir, my pack wi l l
need to be much more succinct and
easy to access and understand.
Kony Reaction
There are two responses to the Kony
campaign that have rea l ly saddened me.
The f i rst which I th ink was a major
contr ibut ing factor to i t ’s success
was the popular i ty of i t . That today
i t ’s cool to care, an example is the
‘make poverty h istory’ campaign a few
years ago, when every second person
you passed was wear ing a ‘make
poverty h istory’ wr ist band. This type
of response is character ised by huge
immediate publ ic response, which very
30 Book 6, I t Must Expand Project – Pro ject Design Research & Development
quick ly fades and a matter of weeks
pass and i t ’s near forgotten about.
The second, is l inked in that i t became
popular to be a scept ic. I th ink the
mind set that was occurr ing was “ I ’ l l
look down on th is f rom my moral ly
super ior stance by d ismiss ing the
campaign as moral ly corrupt” . Because
i f you go against the gra in and say that
something that ’s genera l ly understood
to be good is bad, then you must be
rea l ly good because you’re able to
cr i t ic ise a good th ing.
I just hope that my own project isn’t
seen as the second response, but an
honest cr i t ique of graphic design today.
38 Degrees – NHS campaign
I passed a car that had th is poster
in the back window, i t p leased me to
see people part ic ipat ing in a socia l ly
conscious campaign. The campaign
is run by 38 Degrees in response to
a proposed bi l l to reform the NHS by
further pr ivat isat ion.
I ’ve been t ry ing to analyse campaigns
to see why they would be successfu l ,
I th ink the reason why th is campaign
is ga in ing momentum is a s imple one.
That there are so many people that wi l l
be inf luenced by th is b i l l , according to
a recent art ic le by the BBC the NHS
employs 1.7 mi l l ion people ( the 5th
largest employer in the wor ld) . Maybe
people need to have a vested interest
on a topic f i rst before they’ l l act . . .
Poetry Vandalism
Want a def in i t ion for beauty, how about
an art ist vandal is ing advert is ing with
poetry? Wel l that ’s what Scott ish art ist
Robert Montgomery has been doing, he
descr ibes the publ ic react ion,
“People respond to i t rea l ly wel l . Lots
of people pass by. Ordinary people just
rea l ly l ike to see b i l lboards covered up
with poetry. They f ind i t rea l ly ref reshing
I th ink. So, we’ve never rea l ly got into
any t rouble. We get anyth ing f rom
smi les to hugs. I ’ve been hugged in
31Book 6, I t Must Expand Project – Pro ject Design Research & Development
the street severa l t imes [Laughs] . I t ’s
rea l ly n ice. I meet a huge cross sect ion
of people. I t ’s n ice to se l l my work in
gal ler ies, obviously, i t ’s n ice to be at
the Venice Biennale, but th is way my
work reaches ordinary people which
is a more fundamenta l th ing to me.
Normal people in the street are much
more inte l l igent than society g ives
them credi t for – and they are not at a l l
conceptual ar t-phobic.”
This is so encouraging, not only that
yet another person is engaging with
chal lenging society, but that society
is responding, and very warmly – the
publ ic don’t l ike advert is ing.
Summary:–There are a lot of
conclusions to take from all
of this, it has helped to clarify
some issues on methods and
practices.
– Things to take forward are
that there is a lot of support
and awareness, projects can
work.
http://www.youtube.com/
watch?gl=US&feature=player_
embedded&v=t iYaz6xg4mM
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