The Ideas by Julia Harvey

IDEAS THE

fig.1

Preparation for FCP 3

Contents

Contents Chapter 01. Chapter 02. Chapter 03. Chapter 04. Chapter 05. Chapter 06. Chapter 07. Chapter 08. Chapter 09. Chapter 10.a Chapter 10.b. Chapter 11. Chapter 11.a Chapter 12.a Chapter 12.b Chapter 13.a Chapter 13.b Chapter 13.c Chapter 14 Chapter 15

Preface: 05 Cartograms: 06 Context 1: 08 An Age of Hyperrealty Backlash: 11 Conclusion 1: 14 Context 2: 15 Useful Beauty: 17 Conclusion 2: 22 Illustrations: 24 References: 25 Bibliography: 26 Appendix: 27 Research Methodology: 28 Facebook Questions : 30 Printed Questionnaire: 31 Transcript 1 Alex Smith: 32 Transcript 2 Alexandra Cooper: 33 Transcript 3 Cancer Research UK: 34 Macmillan Infographic: 35 Presentation Slides: 36

fig.2 FCP Triangle

Chapter 01

Preface

eflecting on previous work throughout the course so far, I have been able to identify where my strengths and weaknesses lie. Projects such as ‘Last Exit to Nowhere’ and the Perfume Project allowed me to be a part of defining a gap in the market, identifying consumers and designing the brands packaging. These in turn led to creating consumer profiles, brand values and editing images for print and digital mock-ups. I found I particularly enjoyed these aspects, receiving positive feedback within these areas. Organising photo shoots and creating photo-shoot plans became something I enjoyed, developing a directive role within the team during group tasks. In regards to the FCP Triangle this places my interests within the Context and Execution segments, careers such as

photo-shoot assistant and co-ordinator, potentially creative director in the future and marketing all appeal and are now what I have begun to focus on. Areas of negative feedback were, as expected, in correlation to the tasks which I enjoyed least or found most difficult. Although able to brainstorm ideas to a high standard, I found I was then struggling to hone down my ideas and specify, in a nutshell, what I wanted to achieve - often using a lot of flowery language. Creating moving image and GIF’s was something I found difficult, having a pretty basic skill set in this area. I have tried to improve on this by adding GIFs into my Fcp Preparation for Level 3 Presentation (Appendix - 11) in order to practice this process.

fig.3 Cartogram 14.05.15

Chapter 02

Cartograms I

began my research my creating cartograms of all interests in all aspects of life including fashion, film, pop culture, world events, politics, food and environmental issues. From this I found I had particular interests the state of our world today. Through my research it appeared the world was slowly self combusting, social media taking over the planet, consumerism, abusing whatâ&#x20AC;&#x2122;s left of the planets natural state creating a fast paced, hyperreal environment in which we live. Worldwide epidemics of disease and rising numbers of cancer cases seemed shocking and quite depressing. I did, however, find a number of positives, despite growing number of cancer cases it is also becoming more and more common to live with the illness.

Independent publishers are on the rise battling the consumer giants and people developing new ways to deal with the layer of plastic thrown away each second which now reside in our oceans. I found I was very interested in making a positive impact, finding something which will give promise for the future or creating a little positivity when faced with something life changing. Following these cartograms I then carried out research to define and determine my big ideas, their gap in the market and consumer. In this report I will give a detailed overview of two possible projects for third year, analysing the research which led to these. Defining each consumer and how I wish to reach them.

Chapter 03

Context: 1 F

Neil Harbisson, a colourblind artist and registered ‘Cyborg’ whom I placed as an innovator on my cartogram is someone leading the way into the new digitalised generation. New technology embedded into his skull now enables him to hear colours through vibrations. The idea of hyperreality, however, is nothing new; Baudrillard’s theory of hyperrealism was put forward in the 1980’s, arguing the differentiation between ‘subject and object, real and fake in the triumph of consumer capitalism,’ (Gane. M, 2000). Coining the phrase ‘neo-real’ to describe the effects of hyperreality it is apparent Baudrillard’s ideas are still relevant as it becomes more and more difficult to distinguish between fact and fiction.

ollowing a month where Nepal was devastated by earthquakes, China proposed new nuclear power plants, despite little investment into health and safety and a 100 officer manhunt was carried out to find the killer of an entire family in Oxford (The Guardian Online, 2015) it’s no wonder 100% of people asked said they found the news a depressing matter. (Appendix. 12.a). I found this to be as I’d expected. As we move to an increasingly excessive caricature of our planet, we have become accustomed to the hyperreality of our surroundings. Zoolander characters appeared on the catwalks of Paris Fashion Week transforming the experience into that of a film, blurring reality and fiction.

fig.4 AnOther 2015

Chapter 03

nOther Magazine’s recent limited edition moving image cover, featuring a lingerie clad Rihanna writhing in front of the camera, shows how AnOther are pioneering this digital age. The cover, shot by fashion photographers Inez and Vinoodh, is described as an ‘entirely new object’ posing the question ‘Blending past, present and future, could this be a window into the future of magazines?’. (AnOther Mag, 2015).

This hybrid indicates that we are not ready to commit completely to the digital world, finding new ways to incorporate print. Raw Print’s recent lecture from Jeremy Leslie (2015, Appendix 14.b) confirms this, telling us that while mainstream publications diminish ‘independent publishing is on the rise.’ Indicating there is a consumer who are responding to the consumerism a want to see something else.

Chapter 03

‘The measure of intelligence is the ability to change.’

- Albert Einstein fig.5

My research took me further into the changing shape of our planet, according to Captain Paul Watson, Founder of Sea Shepard Conservation Society, there is now 700,000,000 tonnes of waste plastic floating around in our oceans, forming the infamous Garbage Island. (i-D Online, 2015). With innovators such as Teijin’s advancing technologies, we begin to see nations adapting to our new landscape, discovering ways to accommodate and take of advantage of the changing situations. This company have developed ‘Ecofriendly Wet-strong Printing Paper Made

100% with Recycled Polyester Derived from Used PET Bottles’ (Teijin, 2013). G-Star Raw have teamed up with Pharrell Williams to create garments from Bioyarn, a yarn created from recycled plastic. With divers such as these behind the movement, it is more likely the majorities will be able to pick up on such a cause, giving it more of a chance in succeeding. (i-D online, 2015). These uses are proof we are taking charge of negative situations. We have not given up and maintain our resourceful humanistic traits.

Chapter 04

An Age of Hyperreality Backlash

y idea combines these two parts mentioned previously. I aim to define the tribe who rebel against a hyperreal world and reach out to them through a publication created to maintain positivity. Conducting a short questionnaire on positivity towards the future of our planet one participant revealed they believed ‘someone will come along and save the planet.’ (Ryan 2015, Appendix 12.b) This consumer won’t claim to be that person but will hold positive ideas and thoughts regarding the future of the planet. They are placed among the Early Majority (shown on the following page fig.6) exploring the new, viewing the hyperreal digital age from afar, keeping a close eye on the ever changing landscape, be it digital, environmental or pop culture. As part of Generations Y and Z, this group is faced with the daunting, not so promising, prospect of the future and must find a way to maintain positivity. These are the Outlaw archetypes, ones who

These are the Outlaw archetypes, ones who will challenge the status quo, forging their own paths. I will appeal to the innocent who still believe in the promise of a positive future and invite the sage - the realists of this generation - to see a new slant on their outlook regarding their lives. You can argue that because Baudrillard’s ideas of hyperreality have been recognised since the 1980’s, that this concept of a ‘new’ generation backlashing against it is, in-fact, nothing groundbreaking. And this this intact is a form of hyperreality Simulation (Gane. M, 2000). However, it is the new developments in the digital landscape which differentiate this from past tribes, an evolvement of previous movements. Making this relevant to our current generations.

fig.6 Diffusion of Innovation #1

Chapter 04

fig.7 Ideas on Paper 23.05.15

Chapter 04

Speaking to Alex Smith (Ideas on Paper store owner) regarding the idea of a publication maintaining positivity, he brought to my attention a Canadian magazine Adbusters. A publication which, essentially, covers the negative effects consumerism has on us. He went on to describe this as ‘depressing’ revealing he would ‘rather read Monocle, because it’s a bit more positive.’ (Smith, 2015. Appendix 3.b). Alex described the idea of creating a publication using paper made from recycled plastic as ‘innovative’ an indication that print fanatics would be interested in something like this. Magazine ‘The Happy Reader’ is onto its second issue, setting out to do just that, create Happy Readers. The ‘Snippets’ section features a number of ‘tidings, whispers, events and curios to gladden the vernal bookworm’ (Happy Reader, 2015).

I particularly enjoyed reading these short passages and are something I would take inspiration from. Short ‘snippets’ of good news and achievements sent in from the pubic. I found this idea to have similarities to Boneshake magazine, a lecture from Mike White (Appendix 4.a). Creator of bicycle magazine, Boneshaker, tells us the publication is more about the people and less about the bikes. When talking of consumerism he tells us ‘companies forget that people cry and fall in love’. Something I feel is particularly important. That we don’t forget that humans are human after all, achievements don’t always have to be creating something outstanding but are sometimes, small, personal daily achievements.

Chapter 05

Conclusion: 1

will continue research to define this tribe within my generation. A focus group will be taking place regarding the uses of plastic and opinions on the current world state, allowing me to gain insight into the ideas and opinions surrounding this topic. Over the summer I will be interning with Hunger magazine, giving me insight into the ever merging digital and print communities as Hunger covers both online and physical platforms. I will be interning with Raw Print as they develop their

magazine, taking part in interviewing previous speakers, ideally this will enable me to hear, first hand, about the industry. Contacting experts regarding the scientific developments into â&#x20AC;&#x2DC;plastic papersâ&#x20AC;&#x2122; and whether this is feasible will be a main focus over the summer. I will need to decide if this aspect of my big idea is appropriate which will only be apparent through research.

Chapter 06

Context: 2

n the UK, 1000 people will be diagnosed with cancer every 24 hours. (Macmillan, 2015 appendix 14). By 2030 there will be 4 million of us living with cancer. (Macmillan, 2015 Appendix 14). Presentation feedback posed the question of whether this was caused by longer life expectancy. I investigated further by speaking to a Cancer Research Nurse and concluded the reasons for a higher number living with cancer is from awareness and developments in treatments. With so more of us being aware of what to look out for, we can catch and treat cancers early. (Cancer Research, Appendix 13.c). Regardless of whether we see the statistic as a positive or negative, a question has risen: how do you try and remain yourself when challenged with the label ‘Cancer Patient’?

According to a recent Mintel report, ‘Opportunities exist for more beauty brands to target women facing health conditions that can affect their appearance by giving specialised advice, guidance and products. Macmillan estimates that the number of people living with cancer in the UK will double to four million by 2030, creating more opportunities for beauty brands to offer guidance and support to women during a difficult time.’ (Mintel, 2013) I found this report resinated with me during the cartogram process. Not as a gap in the market to take advantage of but as something which needs addressing, an issue which needs attention.

fig.8 Alexandra Cooper 2015

Chapter 06

It is with this in mind that I have identified a gap in the market. A gap which calls out to be filled. Cancer does not define who you are. You should not be labelled as a ‘patient’, deserving, perhaps more than anyone, to have the luxury of expressing your personality. I found 20 year old vlogger Alexandra Autumn Cooper, who posts videos with hints, tips and the general experience of going through the effects and treatments of caner. When speaking of head scarves, Alexandra encourages ‘stop thinking of it as something you have to wear, but as something you want to wear.’ (Cooper, 2015).

This, I feel, may be able to apply to extras that need to be bought or used for certain side effects. Sudocreme for example, a medicinal cream associated with nappy rash and recommended for chemotherapy patients. Not the most glamorous of lotions but it recommended. If the formula was combined with a sophisticated, luxury brand perhaps this would change the buying experience from medical to a little indulgence. I spoke briefly with Alexandra, outlining these details, her reaction was that ‘it’s a great idea.’ (Appendix, 13.a).

Chapter 07

Useful Beauty

intend to create a luxury, fashion conscious, beauty brand whoâ&#x20AC;&#x2122;s purpose is to create products which help treat the common side effects of cancer treatments such as radiotherapy. What would differentiate this brand from others claiming to do the same is the brand language, mentioning cancer so subtly that we would appeal to consumers not affected by cancer treatments . These products should not be simply necessity but should create a want to buy.

In terms of Diffusion of Innovation, these consumers lie somewhere between early majority leading into late majority. (see image on following page, fig. 9) Fashion forward audiences could then go on to invite and encourage the late majority into re-gaining their personality, despite the treatments they may be enduring. Regarding an age rage, I see this as more of an attitude segment than a specific generation. through research over the coming months I may be able to define an age range for this consumer.

fig.9 Diffusion of Innovation #2

Chapter 07

Of course the values and function behind this brand is ideal and filling a need from the consumer, it will also be appropriate for certain tastes - but what is out there for the individuality of The Creators? How do the Rulers remain controlled and Hero’s courageous, calling the shots on aspects of their changing bodies. Focusing on branding and copy as much as functionality of the product will ensure the brand appeals to these archetypes. ‘Having to splash cash for cancer dictation necessity was just plain unfair.’ (Lynch, 2008). Therefore desirable products which also aid side effects should, surely, be a helping hand to Lynch’s statement.

fig.10 Beauty Despite Cancer Packaging 2015

In light of BBC 1’s ‘The C Word’ (2015) Lisa Lynch, an innovator and inspiration, shares her story in a warts and all account of her cancer experience through her blog ‘alrighttit.blogspot.com. It has caught my interest and sparked more interest in the subject. Lynch embodies who this brand would speak to describing websites as all ‘pink fonts’ ‘and girls-nightin styles’. Sugar coating the ‘bullsh*t’ as she described it. (BBC, 2015). These consumers no longer want to be patronised, remaining able to stay the same person they were pre-diagnosis. The brand will not be blatant or crude. It will be about a stylish, upmarket brand which aims to give luxury and functionality. Existing brand Beauty Despite Cancer develops products specifically for cancer patients. However with ‘cancer’ mentioned in the name there is no escapism, there is no option for others not going through treatment who want to buy into these products. The copy is cliche and obvious, swirling serif fonts and floral prints. (fig.10). Of course the values and function behind this brand is ideal and filling a need from the consumer, it will also be appropriate for certain tastes - but what is out there for the individuality of The Creators? How do the Rulers remain controlled and Hero’s courageous, calling the shots on aspects of their changing bodies.

Chapter 07

With never having suffered from cancer myself this could invite criticism as I don’t know what treatments feel life first hand - which is were primary research would come in. However, I have been affected by cancer, as many of us have, through family members. With the statistic of 1 in 3 of developing some form of cancer in our lifetime (Macmillan, 2015. Appendix, 14). this leads me to think in terms of the future of my family, friends and my own health. What will be available to us? To some, it could seem almost petty to concern oneself with something as frivolous as cosmetics when faced with a life altering illness. It could also be criticised for trying to cash in on the vulnerable. However, I would argue the brand would be filling a need, a need which allows a slight escape from medicated creams and pharmacies. One which allows these individuals to remain just that, individual.

‘I feel like a cancer patient but I don’t want to look like one’, these words of Lisa Lynch (Lynch. L,2008) reiterate this idea. Confidence is an issue which needs to be addressed, being stripped of your health is one thing but then to lose all confidence in life, self and personality is another. ‘ I’d try to look nice and wear heels and put on make-up that was agitating my skin even more, I put myself through a lot of discomfort.’ (Alexandrautumngirl, May 2015). This not only supports my consumers attitudes towards beauty during cancer, but also indicates that there should be a cosmetic brand which caters towards the sensitive and specific needs of this consumer.

fig.11 Tom Ford Packaging 2011

Chapter 07

rands such as Care minerals and Lush’s sister brand B never to Busy to Be Beautiful demonstrate how cosmetics have been developed to accommodate extra sensitive skin. This combined with extra medical benefits and luxury packaging, for example Tom Ford and Este Lauder, would

tick the boxes these consumers crave. ‘Louboutin, size 5 beagle patent, that’s what I want, that’s what I saved up for.’ (Lynch.L, 2008) designer brands were clearly on her agenda despite the situations faced.

Chapter 08

Conclusion: 2

ver the summer I intend to expand my research, ideally I will hold focus groups of participants who have been affected by cancer treatments. This would enable me to hone down a consumer and see if the idea is strong. This could, however, prove to be a challenge as it surrounds a sensitive subject. I will continue to stay in contact with Alexandra, hopefully speaking on the

phone with her, regarding my ideas. phone with her, regarding my ideas. Beauty Despite Cancer have also been in contact and we hope to set up a phone conversation in the coming weeks. I will use this as an opportunity to see which are their best sellers, feedback from clients and what they see as the biggest need from their consumer.

Word Count: 3019

Chapter 09

Illustrations Fig.1 - Own Image, 2014. Palm Trees in Thailand. [Photograph]. Fig.2 - Own Image, 2015. FCP Triangle Strengths & Weaknesses. [Photoshop JPG]. Fig.3 - Own Image, 2015. Cartogram. [Photograph]. Fig.4 - Rihanna for AnOther Magazine. Available at: http:// www.whowhatwear.com/rihanna-dons-sexy-mask-on-coverof-another-magazine. [Accessed 1 June 2015]. Fig.5 - Albert Einstein Quote. Available at: http://www. goodreads.com/quotes/tag/adaptation [Accessed 2 June 2015]. Fig.6 - Own Image, 2015. Diffusion of Innovation for Idea 1 [Photoshop JPG]. Fig.7 - Own Image, 2015. Ideas on Paper Shelves. [Photograph]. Fig.8 - Alexandra Autumn Coopers Vlogger. https://www. facebook.com/alex.cooper.92505. [Accessed 2 June 2015]. Fig.9 - Own Image, 2015. Diffusion of Innovation for Idea 2 [Photoshop JPG]. Fig.10 - Beauty Despite Cancer Beauty Product. Available at: http://www.beautydespitecancer.co.uk/shop/skin-care/ body/defiant-beauty-smooth-skin-oil/smooth-skin-oil-100g. [Accessed 2 June 2015]. Fig.11 - Tom Ford Packaging, Luxury. Available at: http:// www.vanityfair.com/style/2011/06/tom-fords-bathingbeauty-mediterranean-style. [Accessed 2 June 2015].

Chapter 10.a

References Alexandra Autumn Cooper. (2015). Cancer & Lurve. [Online Video]. 27 April. Available from: https://www.youtube.com/watch?v=HdIEBRknF3U. [Accessed: 22 May 2015]. Alexander Autumn Cooper. (2015). Getting Scarfy With It. [Online Video]. 3 May. Available from: https://www.youtube.com/watch?v=uUqSs6RR5Z8. [Accessed: 22 May 2015]. BBC. (2015). The C Word. [Online Film]. 03 May. Available from: http://www.bbc. co.uk/programmes/b05tr05b. [Accessed 25 May 2015]. Cornford, L. (2013). The Eyebrows Have It. [Online]. Mintel. Available: http://academic. mintel.com/display/680269/?highlight. [Accessed 26th May 2015]. Gane, M (2000). Jean Baudrillard: In Radical Uncertainty. London UK: Pluto Press. p70.Gane, M (2000). Jean Baudrillard: In Radical Uncertainty. London UK: Pluto Press. p70. Harbisson, N. (2012). I Listen to Colour. [Online Video]. June. Available from: http:// www.ted.com/talks/neil_harbisson_i_listen_to_color?language=en. [Accessed: 10 May 2015]. i-D. (2015). The Plastic Age: A Documentary feat. Pharrell Williams (Full Film). [Online Video]. 15 April. Available from: https://www.youtube.com/watch?v=Pt6KlPCX1BU. [Accessed: 12 May 2015]. Leslie,J. (2015). Raw Print Lecture. [Attended on: 06 May 2015]. Lynch, L. (2008). Getting Wiggy With It. Available: http://alrighttit.blogspot. co.uk/2008_08_01_archive.html. [Accessed 25 May 2015]. Macmillan. (2015). Key Statistics. Available: http://www.macmillan.org.uk/Aboutus/ Ouresearchandevaluation/Researchandevaluation/Keystatistics.aspx. [Accessed 2 June 2015]. Penguin Classics (2015). The Happy Reader. London UK: Penguin Books Ltd. . p7. Polyart. (2000). Polyart The Extraordinary Synthetic Paper. Available: http://www. polyart.com/en/synthetic-paper. [Accessed 26 May 2015]. Unknown. (2015). AnOther Digital Limited Edition: The AnOther. Available: http:// www.anothermag.com/design-living/7105/another-digital-limited-edition-the-advert. [Accessed 26 May 2015]. White, M. (2015). Raw Print Lecture. [Attended on: 06 Mat 2015].

Chapter 10.b

Bibliography

Alexandra Autumn Cooper. (2015). Cancer & Lurve. [Online Video]. 27 April. Available from: https://www. youtube.com/watch?v=HdIEBRknF3U. [Accessed: 22 May 2015]. Alexander Autumn Cooper. (2015). Getting Scarfy With It. [Online Video]. 3 May. Available from: https://www. youtube.com/watch?v=uUqSs6RR5Z8. [Accessed: 22 May 2015]. Baudrillard, J. 1981 Simulacra and Simulation Ann Arbor: University of Michigan Press. BBC. (2015). The C Word. [Online Film]. 03 May. Available from: http://www.bbc.co.uk/programmes/b05tr05b. [Accessed 25 May 2015]. Chen, W. (2014). Facial Skincare China. [Online]. Mintel. Available at: http://academic.mintel.com/ display/680640/?highlight. [Accessed 03 June 2015]. Cornford, L. (2013). The Eyebrows Have It. [Online]. Mintel. Available: http://academic.mintel.com/ display/680269/?highlight. [Accessed 26 May 2015]. Gane, M (2000). Jean Baudrillard: In Radical Uncertainty. London UK: Pluto Press. p70.Gane, M (2000). Jean Baudrillard: In Radical Uncertainty. London UK: Pluto Press. p70. Harbisson, N. (2012). I Listen to Colour. [Online Video]. June. Available from: http://www.ted.com/talks/neil_ harbisson_i_listen_to_color?language=en. [Accessed: 10 May 2015]. Heartney, E (2001). Postmodernism. London: Tate Publishing. i-D. (2015). The Plastic Age: A Documentary feat. Pharrell Williams (Full Film). [Online Video]. 15 April. Available from: https://www.youtube.com/watch?v=Pt6KlPCX1BU. [Accessed: 12 May 2015]. Lynch, L. (2008). Getting Wiggy With It. Available: http://alrighttit.blogspot.co.uk/2008_08_01_archive.html. [Accessed 25 May 2015]. Leslie,J. (2015). Raw Print Lecture. [Attended on: 06 May 2015]. Macmillan. (2015). Key Statistics. Available: http://www.macmillan.org.uk/Aboutus/Ouresearchandevaluation/ Researchandevaluation/Keystatistics.aspx. [Accessed 2 June 2015]. Penguin Classics (2015). The Happy Reader. London UK: Penguin Books Ltd. . p7. Polyart. (2000). Polyart The Extraordinary Synthetic Paper. Available: http://www.polyart.com/en/synthetic-paper. [Accessed 26 May 2015]. Pountain, D. & Robins, D. 2000 Cool Rules: anatomy of an attitude London: Reaktion Press. Smith, D (2006). Exploring Innovation. Berkshire: McGraw-Hill Education. Unknown. (2015). AnOther Digital Limited Edition: The AnOther. Available: http://www.anothermag.com/designliving/7105/another-digital-limited-edition-the-advert. [Accessed 26 May 2015]. White, M. (2015). Raw Print Lecture. [Attended on: 06 May 2015].

Chapter 11

THE

APPENDIX fig.1

Preparation for FCP 3

Chapter 11.a

! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !

Research Method

Purpose

Strengths

Weaknesses

Printed Questionnaire

To ﬁnd statistics and opinions on certain age groups see the future of our planet.

People are able to write opinions, I’m able to get both direct quotes and develop statistics on my topic.

The participant is able to see other answers potentially inﬂuencing their decision. Is time consuming.

Interview with Alex from Ideas on Paper

To get opinion from an industry expert, somebody who can see what worlds well, what’s has been done before and what sells well.

Has industry expertise, is able to see ﬁrst hand what consumers respond best too. Has been able to observe consumers in retail environment.

Biased to one persons opinion.

Speak to Alexandra, a vlogger who is going who through chemo.

To get 1st hand opinions & experience from target consumer, someone who is dealing with side effects from cancer treatments.

Participant is experiencing/ has experienced side effects of treatments, can give honest opinions and thoughts on what’s needed/ ideas.

One persons opinion, will need to speak to more than one participant to get wider information from different age ranges.

Facebook question on FCP To collate stats from this Facebook Group. question: ‘Do you feel optimistic about the future of our planet?’

Able to gather information efﬁciently, simple and easy to do.

Participant can be easily inﬂuenced by seeing others answers, only one demographic, not a very diverse demographic.

Raw Print Lecture from Jeremy Leslie & Mike White

Industry information from professionals within the print industry, economic climate, new technology, competitors.

Opinions and information direct from industry professionals, honest opinions.

Information could be biased depending on individuals interest, also speciﬁc to their ﬁeld e.g. Mike White and bikes.

Focus Group: Plastic Age

Non-biased opinions from the public, points for and against my idea. Helps deﬁne consumer.

Able to get opinions pro and con idea, helping me to critically analyse information and my idea. Participants are not professionals from the ﬁeld - non biased.

Information is opinion only and not true facts.

Cancer Research UK: Expert info.

Industry experts, a way to obtain scientiﬁc facts on this subject, cancer treatment side effects, why people are living with cancer & why people are living longer.

Facts are scientiﬁc and not personal opinion, these are able to back up my research or ideas.

Simple facts, don’t take into account consumers feelings - where they feel a gap in the market is.

Chapter 11.a

! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !

Methodology Outcomes

Effectiveness of Method

Good insight, I will continue this to

For the participants spoken to it was effective however it is time consuming to get people to ﬁll it out. Over the summer I should be able to get more responses.

Good ﬁrst hand information from someone within the industry. He liked my ideas and thought they were interesting however questioned the facts of polymer paper which is something I would be looking further into regardless.

Very effective as the whole conversation was recorded however next interview will have to be booked in so we aren’t interrupted.

I was able to get the opinions of someone going through cancer treatments which was vital to my research. Alexandra thought the beauty brand was a brilliant idea.

Effective to a point however I was conscious not to bother her. Also Alexandra is quite young in comparison to a lot of cancer cases, so I would need to expand the age range of the people I speak to.

Everyone who answered said they felt positive about the future and found the news depressing. I was able to use the results of the second question as they were appropriate for my proposal.

Only slightly effective and it’s only one type of person answering, participants are also inﬂuenced by the answers they see. See Appendix 12.a.

Very effective as able to hear from industry experts. Able to hear about the future of the industry from Jeremy Leslie and about a publication which I could link to the intentions of my ﬁrst idea.

Very effective and able to get ﬁrst hand information, however the downside was writing notes and transcribing what I was listening to. They were very informative and gave great opinions though.

Plastic Age, no results from this as we had to postpone due to participants dropping out.

Difﬁcult to get enough participants, however will reschedule as the information could be very useful.

Was able to hear about why more people are living with cancer which was down to early diagnosis. See appendix 13.c.

Quite effective however the nurse was only able to give out certain information, she was, however, very informative about where to ﬁnd the correct information online.

get over 30 responses. See Appendix 12.a for answers.

Chapter 12.a

Facebook Question Q - Are you optimistic about the future of our planet? Yes/No (This is not just environmental but all aspects of life)

Q - Do you find the news depressing?

Chapter 12.b

Printed Questionnaire

Chapter 13.a

Transcript 1:

Interview with Alex Smith from Ideas on Paper Interview with Alex owner of Ideas on Paper Location: Ideas on Paper, Coden Chambers, Nottingham. Date: 23.05.15 Julia - iD did a film on The Plastic Age, there is 700,000,000 tones of plastic waiting to be mined in the ocean,I wondered what your thoughts were on plastic paper? Alex - 700,000,000 tonnes? J - Exactly 700,000,000 tonnes, I wondered what your thoughts were on plastic paper and why isn’t there a publication made from this? A - Well, yeah. It could be quite innovative, with indie magazines most things end up following a certain formula. You know, you look around the shop and everything tends to be portrait with the, er, name of the magazine in the top third or even the top quarter. J - For the layering on the shelves? A - Yeah. Even though and you could argue that, from a practical point of view they need to be like that to fight their way through in the way they might be over lapping but I lot more of them are being increasingly sold in shops like this where they get put out on tables and stuff like that swell it’s less necessary to follow those kind of standard formulas, so it might be quite interesting to print it on plastic paper, yeah. J - Yeah I was looking into it… A - How much is it? J - Well thats the thing, they have developed way for print it and it’s becoming more and more readily available, rem, to people. A - Okay. J - Another aspect I was looking into was positivity when you think about the future, so because we aways get bombarded with so much negative news in the media, I was thinking you know Mike White when he did his Raw Print lecture… A - The Bone Shaker guy? J - Yeah, he was saying he was focusing necessarily the bikes but more about the people. A - Well the whole Bone Shaker thing grew out of a people centred project. J - So I was looking into maybe doing something along the lines of that… A - Well the thing is that I was just chatting to some people that were in here a few minutes ago actually about how, erm, do you know Adbusters? J - No I don’t. A - I think they’re Canadian, and they’re sort of anti-capitalist but design literate and what you’re saying quite a lot that would resonate with the kind of stuff they’ve been writing about for some time - and the danger is that you could read that and actually start to get quiet depressed by it. So I would come to the conclusion I’d rather read Monocle than Adbusters, because that’s a bit more positive. It’s like saying ok let’s kind of try and just look for the good in what’s happening at the moment and I would summaries this as like, sort of, cashmere communism, it’s a little bit like let’s enable to let everyone in the world to wear Tod’s loafers and have, you know, wear cashmere jumpers and stuff like that. I give my concent for this to be used in Julia Harvey’s Report:

Chapter 13.b

Transcript 2:

Conversation with Alexandra Autunm Cooper 22 May 2015 18:39 ulia - Hi Alexandra, sorry to bother you on a Friday evening! I was given your name by Molly Waring-Moore as somebody to get in contact with regarding my dissertation topics, I understand she has spoken to/warned you that I’d be getting in contact soon! Basically I’m looking into developing a brand of beauty products which all aim to be suitable and aid the side effects of cancer treatments. At the moment I just need to gather as much research as possible as to whether this would be at all useful to individuals going through these treatments. My thoughts are to make it not necessarily blatant that these products are to ‘help cancer treatment side effects’ but the products would be tailored in a way which doesn’t just remind the consumer that they’re having to buy a medicated product. More a luxury brand which just so happens to help with certain things e.g. soap free, highly sensitive etc. I hope I’ve explained this okay, sorry to bombard you with this info. Any information or thoughts on whether this is any good or not would be welcomed greatly as my tutors go mad for primary research! Thanks so much, Julia x Alexandra - It sounds like a fantastic idea- what I will do is ask around the ward tomorrow and gather some info from the other girls- and get back to you ASAP? Alex J - That would be absolutely brilliant, if you get a chance that is. A massive help! If you have any annoyances about health care/ beauty/ cosmetic products out there to help with side effects then please rant - such useful information as to what this market needs! Thank you x A - Absolutely I have a YouTube channel that I could use to get some information too? X J - I’m basically stalking them at the moment, they’re brilliant. ‘Cancer and Lurve’ is such a good one, the section on confidence if something that’s stood out. So like I say, any info you think I should note down just let me know as and when. I’ll leave you to it for this eve. Thanks for your help! xx A - Ah awesome smile emoticon I’m glad you like them smile emoticon no problem- I’ll let you know xx

Chapter 13.c

Transcript 3:

Phone conversation with Cancer research UK

Phone conversation with Cancer Research UK Date: 26.05.15

Julia - Good afternoon, I am doing a dissertation proposal on the side effects of cancer treatments and was wondering if I could ask you a few questions about this? Cancer Reasearch UK - Okay, yes go on… J - Okay, I was lokoing into the statistic that more people are living with caner at the moment and wondered whether this was down to the fact people are living longer or solely developments in treatments? CR UK - Okay, well I think it’s going to be multi-factorial at the moment, you know, it’s going to be partly to do with better treatments but also, possibly, to some extent finding cancers earlier and also, sometimes better awareness, of course you know people going to their Doctor and ringing the symptoms earlier. But certainly a large part of it will be down to treatments. I mean where you can find statistics which pull that apart I don’t know. J - Okay, thankyou - my next topic to look into is the actual side effects from chemotherapy, radiotherapy and the main treatments of cancer, are there main side effects which you could describe at all? CR UK - Yes, if you look on the Cancer Research website and went to the About Cancer section, that takes you to the information website and on there you’ve got the types of treatments and user the types of treatments I think you would find surgery, radio therapy, there is quite a lot of information from each one. J - Yes they’re quite in depth aren’t they. CR UK - Yes exactly, I think there would be a sort of trend n similar side effects, but if you take something like radio therapy, the side effects will differ depending on what area it’s pointed too. J - Of course, okay well than you for your help on those questions. CR UK - Okay, there used to be a lot of stats on these on the old website, if you google cancer research stats for students then most of our information will come up, you know and other references. There will will less references and that sort of thing on the patients pass of course. J - Okay well thank you very much for your help. CR UK - Not a problem, good luck in your studies.

Chapter 14

Macmillan Infographic

Chapter 15

Presentation Slides

Chapter 15

Julia Harvey

Preparation for Level 3

Julia Harvey N0521364 FASH 20032