• Second Aid
  • A charity brand based on the principles of utilitarianism: the greatest good for the greatest number. There are two sides to this: increasing pleasure and reducing pain.

    First aid attempts to reduce pain which is arguably the priority. I created Second Aid to fulfill the flip side, the increasing of pleasure. The company attempts to get people to try new activities they haven't done before. In doing so they find out the best way for them to enjoy themselves.