Project: Rethinking Economics (YCN 2016 Brief)
Client: Rethinking Economics
Brief: Create an affordable campaign to get people to rethink and take ownership of their knowledge about economics.
Concept: Start the Rethink Revolt movement, by handing out a free "propaganda" magazine that encaspulates the basics in an easy-to-understand way.
Tagline: Rethink Revolt
Client: Rethinking Economics
Brief: Create an affordable campaign to get people to rethink and take ownership of their knowledge about economics.
Concept: Start the Rethink Revolt movement, by handing out a free "propaganda" magazine that encaspulates the basics in an easy-to-understand way.
Tagline: Rethink Revolt
Supporting Poster For Rethink Revolt Campaign
The supporting poster for the campaign, uses the same colour scheme and furthers the concept of propaganda and revolution.
Type has been used as a background image and the logo has been cut out of it, signifying that we are “cutting through the jargon”.
Because of the use of type as a background image, most viewers do not read it.
Initially, the type inserted was simply the definition of economics, but I then replaced the first few lines with a hidden message for the viewers who do read it, in order to excite them and get them to tell others about what they noticed. (hype)
The majority of the viewers, who will not see the hidden message, along with people passing by in a hurry, will still see the most important elements of the message conveyed; “Economics”, “you wont get what you dont ask for” ,“rethink revolt” and the website.
With vital decisions such as the EU Referendum around the corner, it is a matter of urgency that people inform themselves and take ownership of such knowledge.
With vital decisions such as the EU Referendum around the corner, it is a matter of urgency that people inform themselves and take ownership of such knowledge.
My creative solution for the 2016 YCN Rethinking Economics brief.
We are invited to Create a campaign to encourage a new audience to engage with and take ownership of economics, challenging its current perception.
The brief emphasizes that 60% of the UK's population doesnt know what GDP is.
This state of affairs represents not only a crisis of education and academia, but also of democracy. Without framing some of the most important questions we face as a society in a language that relates to people’s daily lives, we cannot hope to achieve legitimate democratic debate - in which economics plays a vital part.
I decided to create a Economics Revolution manifesto, which would work as a manual to the rethink revolt movement to be distributed to the public in large numbers.
Audiences are inititailly engauged using bold colours & patterns and a direct call to action on the first page. (urgency, caution)
The newspaper simplifies economics, makes it approachable and easy to understand. This is done by bringing the public, the ten most important definitions in economics. They are presented in a simple one sentence format, with notes informing you how each one affects you, personally. It furthermore includes examples of how you may hear these terms used in conversation from day to day, therefore providing all the information necessary to “Join the Revolution”.
I hope that the creative solution I bring to the table, will provide the public with a taste of empowerment and knowledge, which will ultimately lead to them attending the classes and looking into all info the Client has available.
With vital decisions such as the EU Referendum around the corner, it is a matter of urgency that people inform themselves and take ownership of such knowledge.
