Well hooray! Provokateur’s very own Acme Climate Action has been shortlisted for the Environmental Award at the British Book Design and Production Awards. Having been selected to be in the D&AD Annual and chosen as a finalist at the 2008 Green Awards, this is certainly the icing on the cake. The results are announced in October, so fingers crossed.
Another recent article written by Provokateur’s chief agitator, Joshua Blackburn, on the role of ethics in design.
To see more, check out our book, Change The World.
Design Can Save The World
Designers and communicators have long debated the ethics of their craft. In 1964, the seminal First Things First manifesto appealed for designers to pursue ‘more useful and lasting forms of communication’. 34 years later, Adbusters updated the manifesto and called for the ‘exploration and production of a new kind of meaning’ in what they saw as a battle for the ‘mental environment’ against the uncontested rise of consumerism. Even more recently, champions of ‘sustainable design’ have unveiled manifestos for a greener industry and disciples of Designism have made declarations for a more caring one.
But is anybody listening? First Things First still comes last; Adbusters is still angry; Designism isn’t; and most visual communicators are continuing down Milton Glaser’s ‘Road to Hell’ (not that Mr Glaser is on a road to Hell, he merely wrote about one). ‘Socially conscious design’ (what a drab concept that sounds) seems so often to be either self righteous smuggery or an amusing diversion.
Getting right to the heart of this is a cheeky poster by illustrator Frank Chimero. In big bold caps it declares: “Design Won’t Save The World”, with the postscript, “Go volunteer at a soup kitchen you pretentious fuck.” Delicious.
Is this the repressed id of graphic design today, more interested in the rewards of immaculate kerning than social change? Or is there an uncomfortable truth here that, really, graphic design shouldn’t get ideas above its station?
The notion of design having a social role to play is far from new – and hardly a conceit. Artists and designers have long served as messengers, missionaries, revolutionaries, agitators, and propagandists. Centuries before the holy Brand Guidelines, visual communication was being sharpened as a tool of religion, war and politics.
First Things First might bemoan the commercialisation of graphic design, but 44 years earlier it was taken to its greatest and darkest heights in Nazi Germany in a terrible exemplar of the true power of design.
The point might be uncomfortable, but it’s an important one. Visual communication has always been a tool of social and political change – its role in selling consumerism only came later. It’s significant that the father of modern advertising, Edward Bernays, was first a master of propaganda at the US War Department in 1917; only when the war ended did corporations begin to covet the power he had harnessed.
The irony is that today, political and social concerns are seen as either extraneous or inappropriate to the craft of visual communication. We’ve become so absorbed in selling trainers and toothpaste that we imagine it’s improper to do anything else. The idea that ‘design won’t save the world’ has become a pervading ethos within an industry that apparently celebrates its own indifference.
The co-option of visual communication by business has convinced its practitioners that it was ever thus. Schools of design train students to handle their tools like jobbing carpenters and off they go, eager logo monkeys hungry for business. This is the reality of visual communication, or the reality we’ve come to accept. There might be a government awareness campaign or a pro bono charity job, but our real business is selling.
Those writing their manifestos for a new theory of design talk about ‘responsibility’ and ‘citizenship’ and certainly that’s an ethos Provokateur shares. But those notions miss an important point. The creative industry has downgraded from an understanding of ideas to an enchantment with things. We’ve taken the most powerful tool for social change and committed it to the most mundane of tasks.
It hasn’t been fashionable to use the word ‘propaganda’ for a good seventy years – instead, we refashioned it ‘social marketing’ and ‘public affairs’ (apparently a sweeter pill to swallow). But it is time for those who craft visual communications to look again at what they do.
Let us be propagandists in the true sense of the word; not, as we imagine, a disseminator of lies but a propagator of ideas, and let those ideas be driven by more than product. Let us be propagandists that understand how visual communication has always connected with politics and society, and that being a lever for change is greater by far than being a tool of business.
Instead of imagining politics and ethics have no place in design, we must realise they’ve always been there, we just forgot about it. Design can save the world – if we want it to.
As chief instigator of the Tap campaign, Provokateur’s Joshua Blackburn has been asked by ooffoo.com to have an online debate with a spokesman / spin doctor / pr lackey at the British Soft Drinks Association. He just kicked it off with the following article:
>> Is Tap Water Preferable to Bottled Water
Despite being the founder of the Tap campaign, whose mission is to take on the bottled water industry and get people turning on their taps, I secretly admire those in the water business. Forget selling ice cubes to eskimoes, they’ve gone one better: through inspired marketing, they’ve persuaded millions of people to fear tap water and believe healthy hydration is only available from mountain springs and Hawaiian aquifers.
So before bombarding you with facts and figures, I want to set out three truisms which I ask you to bear in mind as you consider this debate.
Firstly, bottled water is a business within which genuine sustainability is inescapably at odds with the corporate objective of selling. In a truly sustainable world, bottled water would not exist, but no industry person could ever wish for this, because they sell disposability – irrespective of its offsets and recycled bottles. Whatever the greenwash, be under no illusion: protecting the planet and selling bottled water are mutually exclusive affairs. This is an industry that consumes immense resources, generates mountains of unrecycled rubbish and contributes generously to Co2 emissions. It is, quite simply, a climate disaster.
Secondly, the real marketing strategy of bottled water is not health and wellbeing but fear. One job of bodies like the British Soft Drinks Association is to undermine public confidence in tap water, so expect lots of this from their spinner and recognise it for what it is – negative propaganda designed to instil fear and sell product.
Thirdly, tap water is good – hell, it’s actually a miracle! Because I don’t have a vested interest, I can admit it’s not always perfect and in some places it can taste funny. But what an incredible privilege we in the West enjoy in having safe, clean, fresh municipal water so freely available. (Ironically, the bottled water industry knows this better than most, since one quarter of bottled water sold worldwide is actually filtered tap water!)
Bottled water is, in fact, the triumph of marketing over common sense. Despite being 250 times cheaper than bottled water, and although most tap water tastes very good (in Decanter Magazine’s blind tasting of 24 bottled water brands, Thames Water came joint 3rd!), we’ve become obsessed that purity can only be found in bottles. But the truth is we aren’t buying water but brands, and when you take the brand away, the overwhelming majority simply can’t tell the difference.
British consumers spend billions on bottled water each year and worldwide the industry uses around 27 million tonnes plastic. We ship our water from Fiji, France and New Zealand (and I’m afraid even the stuff from the British Isles racks up ample travel miles). Meanwhile, tap water generates no rubbish, costs us next to nothing and is tested rigorously and regularly (in 2006 the Drinking Water Inspectorate gave 99.96% of tap samples a clean bill of health). I mean really, where’s the debate?!
Across the country, tap water is of incredibly high quality – but I want it even better so that no one can say of their water that it ‘tastes funny’ or they’re worried it isn’t clean. For those who need reassurance, Tap would heartily encourage every home, office and restaurant to install top notch filtration units so we never have to buy a bottle again. Not only would it pay for itself in a year, but it’d end, once and for all, the colossal consumer scam that is bottled water. In a world beset by environmental and financial crises, we need more things that are sustainable, cheap and healthy – for once, it’s literally on tap.
At 17.03 today, Provokateur pressed the button on The Elders website, re-launching the world wide web presence for this remarkable organistion, founded by Nelson Mandela and Graça Machel.
Provokateur has worked for some pretty amazing clients, but our work for The Elders, an organisation that brings together Kofi Annan, Mary Robinson, Jimmy Carter, Muhammad Yunus and Gro Brundtland – to name but five of the ten Elders – has been a unique privilege.
The website will be their main tool for communicating with the world. To celebrate the launch, the first online event is a live webchat with Desmond Tutu on July 8th, which Provokateur will be assisting with.
So please, visit the site – www.theelders.org – and ask Archbishop Tutu your question by going to www.theelders.org/asktutu .
In the current climate of MP’s expenses, sizzling planets and plunging economies, has arrived 38 Degrees, an exciting grassroots campaigning initiative just launched in the UK.
Modelled on Move On in the US, 38 Degrees will give people the campaigning tools to make sure they’re heard, ensuring people have a voice that can’t be ignored.
Provokateur has worked with the organisation from its inception, creating the brand and designing its communications. We’ve also created a rather natty animation which sits on 38 Degrees site itself.
You can watch the animation above and see the 38 Degrees site here: http://38degrees.org.uk/
Power to the people!
On 10th November 1995, Ken Saro-Wiwa was hanged by the Nigerian government for campaigning against the environmental devastation of the Niger Delta by Shell and other oil companies.
Provokateur, working with roving creative director Brian Cooper, created a punchy full page ad for Greenpeace, Friends of the Earth, the Roddick Foundation and others, published in today’s Guardian.
Well hooray!
For lovers of industry awards and self-congratulation, Provokateur is in the 2009 D&AD Annual for Acme Climate Action.
We’re pleased. Our parents are proud. Our friends are disinterested. Our peers feel intrigued yet mildly threatened. Our publisher is unaware. Our drinks are waiting.
Provokateur takes the whole subject of ethical communications quite seriously. So seriously, in fact, that we’ve made a little book on the subject. It’s called Change The World and it’s available both in print and online.
As with most Provokateur ventures, it’s been a small labour of love – so we hope you like. Please spread it around, pass it on and tell folk about it.
But first, take a peak by clicking on the viewer below.
Provokateur has been appointed by The Elders to help develop their online communications.
It would ne no exaggeration to describe The Elders as one of the most remarkable organisations on the planet – although the word ‘organisation’ is a bit misleading. It’s not an organisaion in a traditional sense so much as a group of eminent global leaders convened by Nelson Mandela and Graça Machel to bring their experience and independent voices to the resolution of conflict and to the alleviation of human suffering.
The opportunity to work for an organisation that includes within its company Nelson Mandela, Mary Robinson, Jimmy Carter, Desmond Tutu, Kofi Annan and Aung San Suu Kyi is both thrilling and daunting. We’ll keep you posted.
To find out more, visit www.theelders.org.
One of Provokateur’s favourite clients, Global Witness, today unveiled their latest no-punches-pulled report, Undue Diligence. It examines the banking industry’s rather careless approach to doing business with corrupt regimes, dictatorships and other nasty types, and calls for a new system of diligence and regulation in international banking. Sounds familiar.. those poor bankers are getting it from all angles these days eh? Provokateur was proud to do some cracking creative work to help bring the report to life, which in turn revealed Darren’s talents as an artistist of distinction in the illustration of pigs.
Download the report here: http://www.undue-diligence.org/.
Award, Shmaward – yes yes, it’s just back slapping, industry nonsense. But we’re still pretty proud to have two Provokateur enterprises nominated as finalists at the Green Awards – and then to win one of them.
Although Acme Climate Action was pipped at the post (We wuz robbed!), Tap was awarded Best Green Integrated Campaign. And just so you don’t think we’re making it up, we took a picture to prove it.
Oh, and the judges said Tap won ‘hands down’, and that made us glow a bit.
But don’t worry, it won’t go to our heads. Awards are nice enough, but we’ve got a campaign to run here – and things are just going to get bigger and better.
Vive La Tap!
We’re cracking open the special occasion biscuits here at Provokateur, as we just got the news that our two self-initiated projects have been shortlisted for the prestigious Green Awards in November. We Want Tap has been nominated for Best Integrated Campaign, and our Acme website www.acmeclimateaction.com has also been shortlisted for Best Website. We’re currently on the lookout for a job-lot of barely-used tuxedos and evening gowns, something in pale blue might be nice, any offers?
Here’s a little movie we made to promote a cause quite close to our hearts.
Hope you like. At least this time we managed to make it without burning down our offices!
Everyone likes birthdays, anniversaries and special dates, don’t they?
Well, here’s one for the calendar. From August 1st, we officially (well, as officially as it comes) have One hundred months to save the planet. One hundred months to pull our fingers out and get serious.
Provokateur produced the newspaper ads and the website to mark the occasion. But don’t waste time lighting candles – it’s time to get busy!
Find out more at www.onehundredmonths.org.
And spread the word.
Monday 16th June, 2008 is a day that will go down in history. Well, maybe not history in a grand sense, but certainly Provokateur’s history.
On Gabriel’s Wharf on the South Bank, Provokateur unveiled the Tap brand and launched the Tap Challenge. We asked people to take a blind taste test of tap water versus 4 brands of bottled water. Guess what? 30% of people thought Evian was tap water, while 84% failed to identify tap water at all. The point, as if it even needs spelling out, is that people can’t tell the difference. So why are we spending £2billion a year on bottled water?
Anyhoo, Tap is now officially on the road and making waves. The Facebook group has 700 members now and the Tap website is attracting a satisfying level of interest.
You can find out a lot more about Tap, bottled water and our campaign at www.wewanttap.com. Pop by, say hello and help spread the word.
Viva Tap!
The gloves are off, the gauntlet thrown, the line crossed, and the buck has finally stopped: Tap is here – and we’ve got the bottled water industry in our sights.
Our first product will hit the market in a few weeks, but we wanted to start spreading the word. And we’d ask you to do the same. It’s time to get people off the bottle and onto Tap.
This is an important step for Provokateur, moving from being just a creative agency into being an agency driving its own innovation and enterprise. Tap is a Provokateur production, part of our commitment to making change happen.
Get in touch to find out more. And be sure to visit www.wewanttap.com.
For all those running websites and blogs out there, please link to the Tap website too. It’s time to make some noise!
In association with Belu, Provokateur is proud to be launching its very own campaign against the bottled water industry with a product of its own.
TAP’s the name and soon you’ll be able to buy Tap’s re-usable water bottles that as well as being hot-to-trot, and carbon neutral, will also raise money for water projects.
It’s an enterprise of our own and opens up a new direction for us as an agency that wants to do a bit more than designing other people’s stuff. In conjunction with Acme Climate Action, another Provokateur project, we’ve got a pretty cool summer ahead.
It’ll be a month or so before bottles are available, but the web site is up and running (kind of) and we will shortly be launching our first range of Tap products.
Check it out and drop us a line if you want to find out more. We’ve got some very cool partners in the offing and if everything goes according to plan we’ll be quenching people’s thirst, and causing mischief, throughout the summer! There’ll be updates soon enough, but we’re too excited about this new branch of enterprise to keep it to ourselves.
“Bottled Water is Rubbish – Drink Tap!”
visit www.wewanttap.com
Provokateur has been working with Car Plus, Transport for London and individual car club operators to create a brand and marketing campaign for this genuinely great enterprise.
Car clubs give people all the benefits of owning a car, without, well, owning it. As the strapline says, it’s pay-as-you-go cars, with cars only 5 or ten minutes away. The brand is appearing on road signs, is bieng used and promoted by local authorities and will be shared by indidual car club operators.
If ever there was an idea to demonstrate how much smarter green living can be, this is it. Just the kind of client we love.
With the branding done, Provokateur did the marketing campaign, currently appearing on buses, billboards and online. Visit http://www.carclubs.org.uk/ and drop us a line if you’d like to find out more.
The publication date of Acme Climate Action is now getting closer everyone.
4th Estate have confirmed that we will be printing 25,000 copies for a June launch. And to celebrate, and communicate, and informicate etc, we produced a little film to let the world know what Acme Climate Action is all about.
Click on the pic above to see the film.
We hope you like, especially since making it nearly burnt down our studio!
