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empax.org
Branding, graphic design and advertising are usually not associated with non-profit ventures. Non-profits have to compete at the same level as everyone else in the marketplace, and they need to avail of the same expertise available to everyone else. 

Empax is one such graphic design firm, who work for non-profits. In their own words "We create media, sites and other tools that our clients can operate and expand on their own, thereby offering the most cost-effective solutions available. Long after our client work has ended, these tools will continue to empower our clients’ communications as their organizations grow and evolve." 

Empax is exemplary. They work 'exclusively for The Good Guys'. They usually work for clients, but if they feel strongly about a cause, or sense a design opportunity, they work on it on their own too. The logo and visual language to them, is a way to represent an abstract concept to people. Good causes need to be communicated well to people, to translate into positive action. Non-profits need design strongly, as they depend on donors, and other factors beyond money. 

You can see a list of who they work with here. There's the pro bono work they did for Israeli President Shimon Peres. They created two booklets concerned with the Israeli environmental situation, and 32 specific actions the President could take to reach specific environmental targets. The President has adopted their points, and putting recommendations into practice.  

There are numerous other case studies such as Sound, Hunts Point, and Hide And Seek. They deal with health, education, sustainability, social action, community building, and more. You can also take a  look at Al Gore's Alliance for Climate Protection. 

Of course the question on everyone's mind is: Is doing such work economically viable for them, because at the end of the day, we all have to eat. They do charge their clients, but as they also have to pay rent and salaries, they are happy if anyone would like to sponsor their work. Sponsorship enables them to charge their clients less, and gets you a mention on their donor roll. They are on the look out for talent (=people) and they need stories (=clients).

Empax appears to have taken design beyond colour and form, to its new role, and probably an essential one for the future. If design is to continue empowering humankind tomorrow, it has to rise to the challenges of today. And they aren't just about choosing the right typeface anymore. 

Its challenging for graphic design or advertising to translate into any kind of social or behavioral change. (not including consumerism) How many 'save the trees' posters actually save trees? If graphic design can nudge positive social change or empowerment, then its breaking new ground.

By Armeen Kapadia
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Coca-Cola is a company with one of the widest distribution channels, reaching even remote villages worldwide. What if Coca Cola used these channels to distribute necessary and meaningful products such as oral rehydration salts, simple medicines, vitamin tablets, water-purification tablets, condoms, or even band-aids? This was the idea that Simon Berry had while working on the British Aid programme, way back in 1988. 

Although Simon had the idea for more than 20 years, he wasn't able to find a way to convince Coke to implement it. He decided to use the power of the Internet to convey his idea, Colalife to as many people as possible. Today technology is helping the idea stand on its feet, after a dormancy of twenty years. Many people have contributed their ideas, time and knowledge. Now Coca Cola is more engaged, and ready to listen to more of it. Early trials are happening in Tanzania. 

The AidPod, is the package that goes into the crate of Coca-Cola bottles. It is designed to fit in exactly in the spaces between the necks of the bottles. One crate can hold five AidPods. The contents of the AidPods can be decided locally, depending on the needs of the area. In the future, they may even hold vaccines. An organisation has recently been set up to implement this idea, and they are at the stage of getting some designers to design the AidPod according to various needs. The design of the processes is also important, and has to match the ethos of Coca Cola, which is primarily driven by finance. In the words of Simon, "People should make money out of distributing these AidPods." Or it won't be able to sustain itself long-term. The design of the AidPods, and the design of the system, are two big challenges faced by Colalife. Once they are resolved, they require funds to manufacture thousands of AidPods to supply to Coca Cola. 

The idea is beautifully simple, and uses an existing distribution channel for maximum benefit. This system can be easily replicated in any part of the world. Colalife is a vountary campaign, and you can read more of their aims and objectives here. The products in the AidPod could be sold, given by the local health worker, or clinic. Colalife is looking for funding and help to make this system as viable as possible for Coca Cola to pursue. Do see the videos, (more on the site) and read Simon's blog here. 

Coca Cola. Open more than just happiness. 

By Armeen Kapadia
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Now its not that often that you come across someone who says 'We believe design can change the world.', as there is a hard-core cynic in a lot of us, but Project H is one initiative that does believe in it. 'Project H Design connects the power of design to the people who need it most, and the places where it can make a real and lasting difference.'

Project H is a California based non-profit. Project H is a team of designers, builders, thinkers and doers, working locally to improve the quality of life for the socially overlooked. Project H consists of design initiatives for humanity, habitats, health, and happiness. Its really worth reading their process, as stated on the site. Here it is in brief:
1) There is no design without (critical) action.
2) We design WITH, not FOR. 
3) We document, share, and measure.
4) We start locally, and scale globally.
5) We design systems, not stuff. 
These pretty much sum up the holy grail of design, or atleast charts the future course of design.

Project H is the brainwave of Emily Pilloton, a designer who in January 2008, decided it was time to quit her job 'designing the superfluous', and create something more meaningful to the world in general. You can read more about Emily here. 

Don't miss reading the Manifesto page on the site. An extract, "...here’s the brass tacks reality: We need to challenge the design world to take the “product” out of product design for a second and deliver results and impact rather than form and function; to reconsider who our clients really are; to turn our tightly-cinched consumer business models and luxury aesthetics on their heads; to get over “going green;” and to enlist a new generation of design activists. We need big hearts, bigger business sense, and even bigger balls."

You can read more about Project H here and here. And definitely take a good look at their projects. Design to inspire in 2010 and beyond.

By Armeen Kapadia
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