– Written By Maria Yanovsky 2016
“It is not the strongest of the species that survives. Nor the most intelligent. It is the one most adaptable to change.’ We believe that change has become the defining characteristic of today’s business environment. And that the brands that thrive are those best adapted to manage, capture and leverage change in the world around them.” – Publics London 2016
What happens when quantifiable data lacks effective emotive resonance when creating evocative social change campaigns? Or more importantly, how within the design world, is vast amounts of recorded statistics reformed into a solid creative, emotionally driven outcome. Emergent practices can be the facilitators of such transitions towards creative social innovation. This appears to be the “hot” trend within design studious exploring and tackling issues such as homelessness. To put it simply, it’s no longer just a numbers game, with more and more studios using design thinking to create evocative campaigns that in a sense quantify data through empathetic means.
Publicis London is a small creative agency part of a larger, global Publicis umbrella. The agency aims to create unique, irreplaceable and thought provoking ideas within the hands of their clients to “Lead the Change”-Publicis 2016. Teamed up with charity organisation Depaul (UK), Publicis London participated on a number of Service design projects, name-ably “Corner” a 2015 campaign aimed at increasing the number of Volunteers within a Depaul program called Nightstop.
Service design, truely demonstrates that social change comes not only through data examination and exploration but through the evocative nature of understanding the ethnography of the target audience.
Depaul 2016, Depaul, Homeless has no Place, England and Wales, viewed August 2016, <https://uk.depaulcharity.org/?utm_source=DesignTAXI&utm_medium=DesignTAXI&utm_term=DesignTAXI&utm_content=DesignTAXI&utm_campaign=DesignTAXI>.
DEPAUL UK / PUBLICIS LONDON 2016, THERE’S ANOTHER SIDE TO THE STORY (OUTDOOR CAMPAIGN), Campaign Big Awards, viewed August 2016, <http://www.campaignbigawards.com/finalists/theres-another-side-to-the-story-2/>.
Design you trust 2016, The Trick Copy On These Clever Ads Shows Another Side To Homelessness, viewed August 2016, <http://designyoutrust.com/2016/01/the-trick-copy-on-these-clever-ads-shows-another-side-to-homelessness/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+dyt+%28Design+You+Trust.+Design%2C+Culture+%26+Society.%29&utm_source=DesignTAXI&utm_medium=DesignTAXI&utm_term=DesignTAXI&utm_content=DesignTAXI&utm_campaign=DesignTAXI>.
FastCoCreate 2016, his Street Corner Campaign Shows Two Sides to Homelessness, Publicis London, viewed August 2016, <http://publicis.london/news/this-street-corner-campaign-shows-two-sides-to-homelessness/>.
Hohenadel, K. 2015, A Two-Sided Word Puzzle on London Streets Takes on Homeless Stereotypes, viewed August 2016, <http://www.slate.com/blogs/the_eye/2015/04/08/depaul_uk_street_corners_campaign_from_publicis_london_takes_its_anti_homelessness.html>.