I recently finished reading The Ghost Map by Steven Johnson, a gripping account of a deadly cholera outbreak that struck London in the summer of 1854. Scientists of the time were convinced that cholera was an air-born disease brought on by the appalling sanitary conditions of Victorian-era London. Yes, London was a squalid place and inadequate waste and garbage removal was responsible for the potent smell that permeated the city. However, the root of the problem was not in the air but in the water. The water-born theory was first proposed by Dr. John Snow, based on his observations of the number of victims who were clustered near a particular fresh water pump. Snow was convinced that the pump was infected with the cholera bacteria and that drinking water from the pump was responsible for so many deaths. To help visualize the theory, he drew a black line on a map to indicate where each victim resided at the time of death. The map also pointed out the location of all water pumps in the area. Clearly there was a correlation between the pump and the number of deaths near it. Superstitions die hard, but eventually the map helped sway opinion away from the air-born theory.
It’s thrilling to see how innovative thinking and good information graphics played a heroic role in solving a frightening medical mystery. Yes, good infographics can save lives.
I recently judged digital designs for the University & College Designers Association’s (UCDA) annual competition, and the experience was an eye-opener. Unlike print design competitions where judges meet on location and review entries together, the digital judging was done remotely from our office computers. I was surprised at the amount of time it took to evaluate each entry. Unlike a print piece that can be sized up fairly quickly, a digital entry may require several minutes of study before getting a well-rounded picture. All in all, it took me several hours a day for about three days to complete the judging. This meant hours of tedium that were occasionally interrupted by a few gloriously smart and moving experiences.
After all three judges submitted their results, UCDA provided us with a spreadsheet compilation of our votes. I was astonished to see how closely we agreed on the award-winning work even though we had no discussion with each other while voting.
What makes an entry an award-winner? For me, the exceptional work did one of two things—it had an emotional impact on me and/or it taught me something. When design fails to make us feel or learn, there is not much reason to pay attention. When we shine, the work we do in educational marketing stands up to the best out there. That’s quite an achievement when you consider that schools rarely have the extravagant budgets of the corporate world. It proves, once again, that throwing money at a problem doesn’t solve anything. Great ideas, however, can and do.
Here are links to several competition entries that inspired me:
University of California
Arts at Stanford
Oregon State University
Simon Fraser University
Here is a complete list of gold, silver, and merit award winners. The digital entries are on the last page of the list.
Photographer Jonathan Bjorklund took his camera and singular vision to the Arctic to record a place most of us will never see in person. These spectacular photos showed me that the Arctic is a more colorful place than I had imagined. Take a break from the clutter in the office and follow the link to the complete photo set.
We recently created a communications plan, tagline, brochure, and pocket folder to help define the DNP program at the University of Maryland School of Nursing. The bold type treatment and closely cropped photo help emphasize that UM’s DNP is a degree of difference.
A red-sky sunset, a gull over the water, and a bug on a flower are all subjects you should not shoot if you want to be considered a “serious photographer.” Each of these genres is wildly popular on photosharing sites like Flickr and “real” photographers love to heap scorn on them. Cliche` or not, there is something refreshing about so many people around the world enthusiastically recording these simple scenes. The photos may not be considered art, but they are evidence of our collective fascination with the natural world. I’m happy to share the planet with people who can’t resist shooting pictures of bugs on flowers. After all, these are the people who will be passionate about protecting bugs, flowers, trees, and the entire natural world from increasing environmental challenges.
I confess. I’m addicted to the lowest-rated cable series on earth: AMC’s The Pitch, a cringe-inducing reality show that pits two ad agencies against each other in a battle to win a juicy account. The first season’s ratings were so low that the Nielson score for the April 30, 2012, episode was 0.0% or a total of 45,000 adult viewers in the US.
Imagine my surprise to learn that The Pitch is back for another season! AMC is known for gutsiness. Perhaps the enormous successes of other AMC programs like Breaking Bad, Mad Men, and The Walking Dead have given the network space to stick its neck out for a second year in a row.
Back again are the client de-briefings, the late night brainstorming sessions, the internal tensions, the snarky assessments of the competition, the shaping of the creative, and the panicked deadlines, all leading up to the big pitch to the client. You don’t need to be in advertising to feel the chill this show is designed to bring. Anyone who has ever had to create and present an idea understands the dread, the fear, the joy, and the sorrow of exposing ideas for judgement. What makes the show so enticing is that we viewers get to size up the work of the two agencies and decide who has the better idea and the better chance of being awarded the account. Interestingly, the best idea does not always win. Check out the show to see what I mean.
Do we know what daily life was like in the stone age? Is it possible to recreate that experience today? The answers are “yes,” and “yes,” according to Lynx Vilden, founder and head instructor of the Living Wild School.
The School provides hands-on experience in making and using stone age tools and technologies. Students can enroll in 7-day intensive classes that focus on skills such as tool making, fire by friction, and edible and medicinal plants. There is a two-month immersive program that teaches students wilderness survival in the manner of prehistoric people.
I’m amazed that these ancient technologies are still being taught today. If you ever get the urge to drop off the grid for a week or two, here’s a good place to do it.
“We aspire not just to be different from other schools, not even just to lead, but to show a new way.” This quote by Bernard T. Ferrari, dean of Johns Hopkins Carey Business School, introduces a new positioning concept we developed for the school’s Global MBA program. Lean copy and sumptuous photography emphasize Carey Business School’s commitment to educating business leaders who are prepared to tackle the most pressing issues of our time.
The Netflix show House of Cards has received high praise for being the first successful online-only drama series. Now, they’re turning heads again. The show made Emmy history for being the first online program to be nominated for Best Drama Series, a prestigious Emmy Award category.
Television networks battle to attract the most viewers. For decades, that race was limited to four major studios—ABC, CBS, NBC, and FOX. The arrival of Netflix’s “House of Cards” is upsetting the status quo in spite of its comparatively limited production budgets. Netflix understands that it’s not the size of the budget but the quality of the creative concept that attracts viewers. The best way to deliver your message is simply to develop great ideas.
This fact applies not only to television. Businesses, organizations, and institutions should also take note. Instead of wasting precious dollars developing the glossiest brochure, the loudest commercial, or the flashiest website, pay more attention to finding creative solutions. You may think your luck could be better, but as Netflix shows, it’s all in how you play your hand.
David Thompson, GCF intern
The creators of the movie, Monsters University, have done their homework. To help promote the film, they built a Monsters University website with links to admission, academics, campus life, and faculty and student profiles. The site delivers familiar college marketing language with an amusing twist. Phrases such as “a history of excellence in shrieking,” “developing the whole monster,” and “a relentless pursuit of monster potential” abound. Here’s the introduction to the academic program:
As a renowned institution of multidisciplinary scholarship, Monsters University holds its faculty, staff, and students to high standard and ongoing commitment to discovery and learning. Students of every shape, size, color, and texture arrive from every corner of the world to take their places among the best and brightest students in the world. Whether your talent is causing screams or designing the canisters that capture them, MU is a place to find your truest calling and reach your highest potential.
How much does your college marketing resemble MU’s? I’m sure we will all see a similarity or two. The beauty of satire is that it makes us laugh at ourselves while pointing out the things we need to change to improve.