What is creative_concern?

What we believe

we don’t sell shit to sleepwalkers

In the last quarter century...

Redefining Prosperity: UK Sustainable Development Commission 2009

In the last quarter century...

Global Economy

Carbon Emissions

Global Ecosystems

100%

40%

-60%


We (the UK) are consuming three planets each.

What makes us happy?


What makes us happy?

Partner/spouse and family relationships

Health

A nice place to live

Money and finances

Religious or spiritual life

Community and friends

Work fulfilment

Don’t know 1%

2%

5%

6%

7%

8%

24%

47%


The debt burden

- Personal debt in the UK more than doubled from 1990 to today.

- Even during the 2008 recession, it was growing at the rate of £1m every 11 minutes.

- In 2008 it reached £1.5 trillion, higher than our GDP.

“Growth for the sake of growth is the philosophy of the cancer cell.”

Edward Abbey

“Our commonest economic error is the assumption that production and trade are our only practical activities, and that they require no other human justification or scrutiny.

“We need to say what many of us know in experience: that the life of man, and the business of society, cannot be confined to these ends; that the struggle to learn, to describe, to understand, to educate is a central and necessary part of our humanity.”

Raymond Williams

Raymond Williams, Communications, 1962

Advertising is an accident of capitalism.

Consumerism will not save us.

altruist consensual selfish bastards

we are not all evil wankers

10% 65% 25%

“It isn’t pollution that’s harming the environment. It’s the impurities in our air and water that are doing it.”vice president dan quayle

we don’t over-estimate understanding

in this hotel in this room

social proofing

26% 33%

would love to i will if you will not on your nelly

we understand our audiences

audience identified

clear call to action

we fight for headspace

we know the zeitgeist

we know what people are thinking about

Frame the Debate

Make people feel good not guilty

EmpowerCelebrate

You can make a difference

Use emotional triggers

taking it mainstream

Taking part...

- 66% of adults took part in two or more different cultural or sport sectors

- 79% had visited historic environment sites

- 65% had visited a museum, gallery or archive

- 54% used a public library

DCMS Taking Part Survey 2009

The value of ‘taking part’

- Mental wellbeing (or happiness!)

- Social cohesion and stronger communities

- Volunteering and engagement

- Lifelong learning

- Mass innovation and inspiration

My pitch

- Happiness and wealth fell out with each other more than half a century ago.

- We need to ‘reboot’ economics and find a way to achieve prosperity without growth.

- Non-materialist forms of social capital and experience are part of the solution.

- Culture and the experience economy can win us back from materialism.

- Reaching people, and fighting for headspace, is a core strength of the communications.

- This is what we are for.

Our work

School

Arrangement 1

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Client: University Hospital South Manchester NHS Foundation TrustOrganisational brand + patient experience brand

“ Keep your hands clean, help drive down infection rates”

Lindsey Stewart, Head of Nursing, UHSM

Your hospital is committed to providing clean, safe care. Infection control is a top priority. We have upgraded our handwashing facilities and increased cleaning of the hospital environment. With your help we can reduce infection rates even further. If you have any concerns about the cleanliness of the hospital, please let a nurse or doctor know.Fact: One million lives could be saved in the world each year if everyone washed their hands with soap.

Client: English Cities FundPlace brand

people or pollution?

Great business needs great transport. One chance, one choice for a £3billion investment in our city’s future.

www.unitedcity.co.uk

stations or stationary?



transport or tailbacks?



Great business needs great transport. One chance, one choice for a £3billion investment in our city’s future. www.unitedcity.co.uk

invest or congest?

PRESS RELEASE

12th December 2007

Calling councillors

to account on congestion

An alliance of green groups and transport campaigners is asking each and every councillor

in Greater Manchester to nail their colours to the mast on a proposed bid into the

Government's Transport Innovation Fund and an associated congestion charge to be levied

at peak times only.

Clean Air Now (CAN) is emailing every councillor to ask them where they stand on the bid

and on key issues surrounding transport across Greater Manchester; the results will help

the coalition guide their campaign efforts as the debate on the proposed bid hots up again

in the new year.

Spokesperson Dave Coleman said:

"Recent headlines in our local papers have shown that there's a lot of politics being played

around this fundamental issue. As a coalition that transcends party politics we want to

make sure that the real issues are being debated and the genuine facts are being

understood.!

"With childhood asthma levels running at double the national average across Greater

Manchester and with our transport systems groaning under an exponential growth in

private car use we have to act now to revolutionise our transport system and we want to

make sure that all of the ten local councils across Greater Manchester hear all sides of the

debate."We will only get one shot at this and we have to get it right. W

e want a green, clean and

healthy future for Greater Manchester and that's a case we plan to make to councillors right

across our ten local authorities."

CAN is a coalition campaigning for a sustainable transport system that delivers:!clean

air;!safe streets; and a!quality of life for the people of Greater Manchester, now and in the

future. The coalition includes Friends of the Earth groups in Manchester, Stockport and

Bolton; the Greater Manchester Cycling Campaign, Greater Manchester Transport Resource

Unit, Emerge Recycling, Environment Network for Manchester, MERCi, URBED, Ethical

Consumer and a number of other ethical businesses and green campaign groups across

the City.ENDS

!

For further information, please contact Graeme on 07905 790426, or email:

[email protected]

!

!!

What about the right to breathe?

Yes, we have the right to drive our cars to work.But should the cost for that be the health of our children?

www.cleanairnow.co.uk

Manchester Friends of the EarthGreen Fish Resource Centre, 46-50 Oldham StreetManchester M4 1LE Printed on 100% recycled paper (75% post-consumer waste) using vegetable-based inks.

c/o

Greater Manchester’s

Coalition for Cleaner, Greener Greater Manchester..

One in five youngsters in Greater Manchester are diagnosed with asthma by the age of five. That’s double the national average. High concentrations of traffic mean parts of Greater Manchester suffer some of the worst air quality in the UK.

5.2 million people in the UK are currently receiving treatment for asthma: 1.1 million children (1 in 10) and 4.1 million adults (1 in 12).

Coincidence?

Increasingly, studies are linking pollutants in toxic traffic fumes to rising levels of asthma in our children, damaged lungs and other respiratory conditions.

Everyone has the right to clean air

PRESS RELEASE

24 th July 2007

“No” is the Easy Answer

Congestion Myths CAN Be Busted

With only four days to go before the decision on the controversial Transport Innovation Fund bid,

the Clean Air Now coalition (CAN) has written to Greater Manchester’s leaders urging them to go

for the bid, but “to do it right”. The region-wide clean air alliance is backing its argument with a

complaint to the Advertising Standards Agency [1], targeting billboards placed at the Trafford

Centre by the pro car group M.A.R.T.

CAN, which has the support of local groups and national charity Asthma UK [1], argues that saying

'No' is effectively throwing the baby out with the bathwater and not in the best interests of Greater

Manchester. AGMA should go ahead, argues CAN and, vitally, it must respect the concerns of the

people of Greater Manchester over how the plans will shape up.

CAN spokesperson Dr Graeme Sherriff: “Saying 'No' this Friday will mean slamming the brakes on

Greater Manchester's progress and, as opinion polls have revealed, will certainly not represent the

views of the people of Greater Manchester.

"The real challenge for our City leaders is to draw up plans that bring new lease of life to the

economy of Greater Manchester but that also help to 'green up' our transport system and provide

benefits for less well off communities, too."

CAN has also today issued a five-point 'myth-buster' aimed squarely at the pro-car, anti-

environment groups that have been so vocal in their opposition to the TIF bid.

MYTH ONE “It will cost five pounds a day”

AGMA and GMPTE have already shown that they are open to the idea of discounts for low income

groups and the disabled. Despite this, campaigners against the congestion charge have

persistently used the £5 per day figure to scare residents and businesses and argued that this will

‘keep the roads free for the rich’. The proposed £5 charge does not apply to all journeys. There

are many car journeys that will not incur a charge, and those that do will cost between £1 and £5

depending on time and direction of travel. Moreover, the TIF bid involves extensive improvements

to public transport to make it a more realistic alternative to the car.

MYTH TWO Drivers will “Tracked, Tagged and Taxed”

The GMPTE website makes it clear that there are no plans to place mobile locating devices in

vehicles. The commonly held interpretation of ‘tagging’ involves a mobile device attached to a

person or vehicle which is not the case for the TIF proposals. CAN would be concerned if vehicle

monitoring data were to be made widely available beyond the strictest needs of charge collection

and shares the concerns of objectors, without seeing it as a reasons to give up entirely.

MYTH THREE “There has been no consultation”

Save your planet. Start with Manchester.

Take the climate change pledge.

“I pledge to play my part in reducing this city’s greenhouse gas emissions by 20 per cent before 2010, to help the UK meet its international commitment on climate change.”

Sign up online at www.manchesterismyplanet.com Text the word ‘pledge’ and your postcode to 80010

Bolton Bury Manchester Oldham Rochdale Salford Stockport Tameside Trafford Wigan

Allied LondonArupBolton MBCBury MBCBridgewater HallCommunity Foundation for Greater ManchesterCo-operative Bank, Smile and CISCornerhouseCTACEmerge RecyclingEnvironment AgencyEnvironment Network for ManchesterENWORKSGalaxy RadioFriends of the Earth ManchesterGeorge House TrustGMPTEGM CVOGroundwork NorthwestITV Granada

Lancashire Wildlife TrustThe LowryMANCATManchester AirportManchester Metropolitan UniversityManchester City Art GalleriesManchester Pride 2005Manchester Student Christian MovementManchester City CouncilManchester City Football ClubManchester City GalleriesManchester EnterprisesManchester EEACsManchester Museum Manchester: Knowledge CapitalManchester United Football ClubMIDASMersey Basin CampaignMuseum of Science and IndustryMoonfishNornirNorth West Regional AssemblyNorthwest Business Leadership TeamNorthwest Regional AssemblyNorthwest Regional Development Agency

Oz PromotionsNorthwest Trades Union CongressOldham MBCQuantumRed Rose ForestRochdale MBCRWE SolutionsSalford City RedsStockport MBCSustainability NorthwestThe PrintworksSalford City CouncilSheppard RobsonTameside MBCTrafford MBCUnited UtilitiesUniversity of BoltonUniversity of ManchesterUniversity of SalfordUrbisWigan and Leigh CollegeWoodford GroupWigan Athletic Football Club

Place, image and identity

Old school brand theories

- Products = Emotion

- Organisations = Personality

- Destinations = Experience

-PLACES = all of the above

Anholt City Brands Index

Presence

Place

PotentialPulse

People

Pre-requisites

Must do better

Major brand issue

Community groups

Diversity

ASBO’s

Every school is a new school

Role of the hospital

Services improved

Physical and mental health

Retail offerForum

Farmers market

Private housing

Affordable housing

Eight year waiting lists

Stock transfer & investment

Worklessness

Airport / hospital

How do we make it real?

Possible major change

W

Greener than you think

Every house has a garden

Unemployment improving

Community

Connections

Homes

Health

Shopping and Leisure

Jobs and Economy

Space

!

!

"

!

"

!

!

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!

!

!

"

"

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!

!

!

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Attainment improving significantly

!

Education

Where we were

Where people think we are

Where we are or where we’re going

An emerging

‘image’ map for

Wythenshawe

"

!Action point

Good story

Action needed

Place brand & image

Tourism campaigns

Gets you on the radar; sets the context for visits and promotion

Acts as a driver for image; share campaign tactics and themes

Shared themes, storylines and campaign tactics

Supporting an urban renaissance

Housing market renewal Confidence & community cohesion

Place brands and regeneration

- A flag to rally under, to embody belief and ambition

- An attract and dispersal tool for marketeers

- A signifier for civic vision and strategy

- A kite mark or endorsement

- BUT most importantly the place IS the brand.

Why adapt this landscape?

Much of the area is inaccessible or fragmented by roads and rail. What could be an active and beautiful landscape is often closed off, unloved and can be uninspiring. There are also significant pressures on the land – overstretched infrastructure, congestion, population growth, flooding and climate change – as well as enduring pockets of deprivation, poor health and lack of opportunity, despite the significant progress of regeneration and development in recent years.

The opportunities

Long-term prospects for the Lower Mersey Basin show both population growth and economic growth. It is this longer-term context of economic growth that this framework can help to address.

With existing small and large-scale regeneration initiatives and investment programmes in the area, such as Peel Holdings’ many development proposals, Housing Growth Points, Housing Market Renewal areas and the Manchester and Liverpool city region programmes, it is imperative that this approach complements rather than counteracts these plans.

Adapting the Landscape comes at a particularly opportune moment for the development of the Northwest as it focuses on bringing together spatial and economic planning in the Integrated Regional Strategy. This provided a major impetus for the research and the work will

Adapting the Landscape

The themes

The ‘Adapting the Landscape’ study has used a scenarios-based approach to explore three strands that sit at the heart of a revitalised Lower Mersey Basin watershed:

Mersey Bioregion

This is centred around a move towards a more self-sufficient, sustainable region with an emphasis on localism, renewable energy production, the growing of food and energy crops and a landscape well adapted to climate change.

go on to inform the Northwest Regional Development Agency’s land regeneration priorities from 2010.

This framework offers a genuine opportunity for the Lower Mersey Basin and its communities to demonstrate a new approach to development which: increases the resilience of the area and helps it to adapt and address climate change; gives people and businesses a new and inspirational reason to relocate to the area; creates activities and opportunities to improve health and wellbeing; and increases the value and productivity of the land.

Adapting the Landscape celebrates the River Mersey and the Manchester Ship Canal to help create a distinctive approach to landscape adaptation that reflects unique local assets. This will be brought to life through projects large and small, all of which should be connected both physically and through the way in which they transform the spaces and places that bring our region together.

Innovation Axis

Here, the key is to connect the city regions and major towns with stronger communications set in an area of attractive and marketable green infrastructure. There would be a focus on jobs and opportunities through the connection of knowledge centres and growth industries, including environmental technologies and services.

Mersey Playgrounds

This strand recognises the importance of high quality, accessible local environments where people can play, travel and work. Waterways will become destinations and leisure routes; flood alleviation measures will be used to create new landscapes and culture and art will be used to transform the visual experience of the region.

What could be achieved?

Some of the possibilities include:

Green the cities.

Take the landscape of the Lower Mersey Basin into the heart of the cities with street trees and enhanced green infrastructure.

Embrace the waterfronts.

Create and improve green access along the river and other waterways, stretching into the heart of the city regions and where possible, new water bodies.

Create a diverse landscape.

Make the Mersey Bioregion the most dynamic, productive and biodiverse landscape through land art, farms and planting.

Manage a productive landscape.

Produce energy from wind, tides, biomass and the sun.

Facilitate an accessible landscape.

Establish a fine grain network of paths and bridges to accompany existing strategic arteries with an emphasis on localism.

Create a landscape for prosperity.

Continue the Mersey’s history of innovation. In centres like Daresbury it is environmental technologies leading our way into a low carbon future.

Build a resilient and playful landscape.

Utilise funding for flood defences to respond to flood risks and create iconic cultural landmarks, public space and new biodiverse habitats as part of ‘Mersey Playgrounds’.

The vision for the area is that of a more productive, playful and engaging landscape. A landscape that delivers for the people, an axis of innovation connecting two city regions and a living, breathing, sustainable ‘bioregion’ that produces food, generates energy and helps us to tackle the critical issue of climate change.

In the beginning…

Adapting the Landscape has included an extensive baseline study of the area, the development of a series of scenarios for the future and a number of stakeholder sessions, including a symposium. Out of this research, the study team has developed a framework that tackles a number of critical challenges for the study area and suggests a new approach to the land based on a number of core thematic strands.

The central objectives of the framework are to enable the region to adapt to and mitigate against climate change, achieve a better quality of life, pursue continued and sustainable economic growth and increase the resilience of the area.


Manchester and Liverpool have already embarked on a course of innovation, growth and renaissance over the last decade or more. The ‘Adapting the Landscape’ research study is about using landscape, place and sustainability to help unlock even higher levels of prosperity, wellbeing and quality of life.

Adapting the Landscape provides a framework for landscape adaptation and investment that can tackle climate change, support improvements in people’s quality of life and underpin economic growth.

The project identifies the contribution that natural landscape resources can make to the future development of the Lower Mersey Basin, the area covered by this study. At the same time the approach provides a toolkit for identifying and prioritising investment that can be applied to any area.

A multi-disciplinary group drawn from the Northwest Regional Development Agency, Mersey Basin Campaign, Natural England, Homes and Communities Agency and Peel Holdings has worked closely with the project team providing advice and critical comment throughout the process.

For further information please contact Richard Tracey [email protected]

For a full copy of the project report, go to www.nwda.co.uk

The project team

The area covered by this study has been defined as the Lower Mersey Basin watershed, an area that has diverse natural and industrial landscapes and which critically includes the Manchester and Liverpool city regions.

This project has been led by URS Corporation working with WXY Studio, West 8, Urban Practitioners, Barnes Walker and Creative Concern. This handpicked team has a breadth of strategic, global and local knowledge in economics, climate change, architecture, planning and sustainability.

Linked by a ship canal and a world famous river, the two great cities of Manchester and Liverpool span an area with a £50 billion economy and a population of over six million people, making it comparable to entire countries such as Denmark, Finland, Norway or New Zealand.

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Adapting_the_landscape_a2_AMENDED.indd 1 2/12/09 10:53:57

Food

Existing productive agricultural land

New forest farms

Play

Registered and country parks

Delamere Forest

National cycleways

Regional cycleways

Mersey waterfront

New leisure destinations from industrial sites

Country houses and estates

Country parks on former industrial sites

Newlands

Business

Industrial sites to be celebrated

New employment location

Post-panamax container shipping terminal

Manchester Shipping Canal port investment

Mersey Gateway suspension bridge

Lifestyle

Other open land use – golf course, quarry, cemetery etc

Settlements

Lower Mersey Basin and major urban areas

Housing site of more than 200 dwellings

Major mixed-use scheme

Creativity

Innovation zone

Landscape icons (public art)

Innovation cluster

University expansion

Connectio n

Waterways

Railways

Motorways

Environment

Waste management

Urban greening

Energy

Underutilised and low intensity farmed open land with biomass potential

Mersey tidal power

Wind farm

Areas with wind farm potential

Current and future landscape potentialMapping by Urban Practitioners and URS Corporation

Additional design by Creative Concern


Wayfaring Signs

These are examples of the brand applied to markers for use on

wayfaring posts and directional finger posts. These ‘markers’ can

work with any maps that you decide to include on the destination/

interpretation signage, so feel free to match the colours in with

the colours you assign to different walks etc (remember however

that all colours MUST be within the brand colour palette).

Simple Waymarker.

For use along length of path. Continue to

the left.

Gateway Waymarker For use on fingerpost signs Simple Waymarker.

For use along length of path.

Continue to the right.

Sefton’s Natural CoastBrand Guidelines

page 19

Client: English Cities FundPlace brand

The future of communications

Use less. Live more.

What is creative_concern?

Documents

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