SMALL WAYS TO SHAPE OUR WORLD

TitleSMALL WAYS TO SHAPE OUR WORLD
BrandIGNITING CHANGE
Product / ServiceN/A
CategoryB05. Books
EntrantTBWA\MELBOURNE, AUSTRALIA
Idea Creation TBWA\MELBOURNE, AUSTRALIA
Additional Company HARDIE GRANT Melbourne, AUSTRALIA

Credits

Name Company Position
Kimberlee Wells TBWA\Melbourne CEO
Paul Reardon TBWA\Melbourne Chief Creative Officer
Eric Benitez TBWA\Melbourne Head of Art/Art Director
Pat Sofra TBWA\Melbourne Senior Designer/Art Director
Gavin O'Brien TBWA\Melbourne Designer
Rob Hibbert TBWA\Melbourne Copywriter
Amelia van Veenendaal TBWA\Melbourne TBWA\Melbourne

The Campaign

The audience was to be a mixture of Primary School teachers, Not-For-Profit and Charity Groups and Emergency Services Personnel, such as frontline members of Australia’s Police Forces. The idea was a simple, beautiful design language to allow Igniting Change to spread simple, beautiful statements about open-mindedness and change.

Creative Execution

Five shapes — a triangle, square, cross, circle and star — were used in the design language. We wrote simple observations and questions to accompany them. Not to tell people what is right, or how to act, but to encourage them to think about issues themselves, hopefully from a new perspective. A book was created entitled ‘Small ways to shape our world’. Through this book, we encouraged people to think about reshaping the world with small acts of kindness and thoughtfulness. This was viewed as a far more effective path to genuine change, than a typical donation.

Indication of how successful the outcome was in the market

Over 26,000 books were printed. They are being sold at just $10 AUD each. So far, they have also been donated free to Australian schools so Primary School Teachers can teach curiosity and open mindedness. The Australian Police Force is using the books to educate their frontline Officers to provide different perspectives and cultural training, while other Not-for-profits are using the books to educate their wider communities. The books have also been given free to Youth Detention Centres as part of an education program for young inmates. A limited-edition book was printed to be distributed to the heads of these organisations. The book will continue to be distributed and sold as a tool to encourage people to take small actions which will make a big change to the world.

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