We Are What We Do, a not-for-profit behaviour change company, started with a simple idea - Get enough people doing small things and big change will happen.
As Design Director of the project, this simple idea became tangible actions in the form of a book - Change the World for a Fiver - which ended up spending weeks at the top of the best sellers lists. It was so successful that we produced 8 international editions. But it didn't stop there. So great was the demand that we created an equally innovative design for the sequel - Change the World 9-5 - and a website which at the last count had over 4.8 million actions recorded.
The book captured the zeitgeist of the time. As you might expect, merchandise followed - a travelling exhibition, posters, postcards, calendars, Christmas cards and t-shirts. And most noteably the creation of the world famous, 'I'm not a plastic bag'. This campaign was at the fore front of the anti-plastic bag movement. It was estimated that in 2006, the UK alone used 10.6bn plastic bags, this figure dropped to 6.1bn in 2010 following the campaign.
A truly global phenomenon and a pleasure and honour to have been involved from the start of the project.