An MFA Thesis
Mike Andersen
1
RATION
Don’t Need. Don’t Buy.
© Michael Andersen 2011 All rights reserved No part of this book may be used or reproduced in any manner without written permission from the author, except in the context of reviews. Every reasonable attempt has been made to identify owners of copyright. Errors or omissions will be corrected in subsequent editions. Written, designed, photographed and produced by: Michael Andersen Academy of Art University 79 New Montgomery Street, San Francisco, CA 94105 Department Director Phil Hamlett
2
An MFA Thesis
Mike Andersen
3
RATION
4
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
TABLE OF CONTENTS OUR WORLD TODAY
13
THE BIRTH OF RATION
22
OUR AUDIENCE
26
FOOD & WATER
32
MATERIALS 44 ENERGY 58 PRODUCTS 70 RATION LABS
112
POSTER CAMPAIGN
128
RATION COMMUNITY
144
5
RATION
6
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
WE WERE WARNED.
7
RATION
8
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
WE SAW IT COMING WE SAW WE WERE WARNED IT COMING.
9
RATION
10
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
AND NOW, CLIMATE CHANGE IS UPON US.
11
RATION
12
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
OUR WORLD TODAY DESPITE OUR BEST INTENTIONS AND EFFORTS, NOT ENOUGH WAS DONE TO PREVENT CLIMATE CHANGE.
As we all know, climate change is now here, and with it,
insects as well as pathogen blooms, droughts and wildfires.
severe consequences. Affected by decades of pollution,
Malaria, dengue fever and other deadly diseases that are
greenhouse gases and reckless consumption, our planet
spread by mosquitoes are at an all time high, and in several
can no longer support the needs of our present society.
new locations. Our fossil fuel supply is running out and
We have pushed our world past its tipping point, and now
our over reliance on them has left us unprepared to supply
it has changed. We have destroyed the balance and
enough clean energy to meet our demands. We can no
equilibrium of our environment and while our ecosystem
longer generate enough power given our current resources,
tries to realign and stabilize itself around a new set
and rolling blackouts have become common.
of climate patterns, an uncertain and dangerously volatile environment is what we now have to deal with.
Life In our world today is difficult, and we must face without disillusion, the reality of our situation. We must now find
There have been many side affects that have come with
a way to live in this environment that we have created.
our changing environment. Our most basic resources,
In order for us to survive in this new world, we must work
essential to our survival, are running out. These simple
together to preserve our remaining resources and find
items that we have taken for granted are now rare.
a way to fight back, and once and for all defeat climate
Fresh water supplies are disappearing and our remaining
change. Before we can go any further though, we must
sources are often easily contaminated. Crops and live
first understand the problems that we are now facing.
stock are being lost to severe weather, disease and insect infestations. Our forests, have also fallen victim to these
13
RATION
Don’t Need. Don’t Buy.
SHOPPING MARKETS WITH ENDLESS FOOD AND DRINK CHOICES ARE A THING OF THE PAST.
14
An MFA Thesis
Mike Andersen
15
RATION
Don’t Need. Don’t Buy.
OUR MATERIALS ARE DISAPPEARING, AND DISEASE IS ON THE RISE.
16
An MFA Thesis
Mike Andersen
17
RATION
Don’t Need. Don’t Buy.
OUR FOSSIL FUELS ARE RUNNING, OUT AND CAN NO LONGER SUPPORT OUR ENERGY NEEDS.
18
An MFA Thesis
Mike Andersen
19
RATION
Don’t Need. Don’t Buy.
AS WE FIGHT TO FIND NEW WAYS TO LIVE AND COPE WITH CLIMATE CHANGE, OUR MOST ESSENTIAL AND VITAL RESOURCES NEED TO BE CONTROLLED AND RATIONED.
20
An MFA Thesis
Mike Andersen
21
RATION
22
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
THE BIRTH OF RATION AS OUR SITUATION GREW WORSE, IT BECAME OBVIOUS THAT SOMETHING NEEDED TO BE DONE.
For the longest time we knew about climate change, and
Ration was set up with the sole purpose of finding a way
we knew that it was occurring, but we did not see it as
to survive through climate change, and to help bring
a serious threat. As time went on though, our world started
people together to educate them on what they can do
to change. The changes were small at first, and in fact
to help out with the fight. Our company, Ration, now
were hard to associate with climate change. Yet it would
controls the production and distribution of all of our most
not be long, before we would find out how serious and
precious resources in an attempt to protect what we have
dangerous our situation was about to become.
left as well as help people survive these difficult times.
As the temperature across the globe began to rise and
At Ration we are doing everything we can to try and
climate patterns changed, we learned how sensitive many
make a little go a long way, while making sure everyone
of the things we rely on for survival are to changing
still receives their fair share. In addition to focusing on
temperatures. The things that were affected, were simple
preserving our resources, and their distribution, Ration also
things that we have come to take for granted such as
works towards finding the solutions for climate change.
food and water, energy and access to our basic materials.
This involves detailed research into new products, as well
Severe weather patterns began to damage our crops and
as educating and bringing people together to fight back.
forests. Disease and famine began to spread, our fossil
At Ration, we believe, that in order to beat climate change
fuels began to run out and we did not have enough backup
we must all work together.
energy sources to fill our demands, making blackouts a common occurrence. As these events became more common and our situation continued to grow worse, our government knew something had to be done and they decided to fund the creation of an organization called RATION.
23
RATION
Don’t Need. Don’t Buy.
MISSION STATEMENT
RATION’S MISSION IS TO PROTECT OUR VITAL GOODS AND RESOURCES WHILE HELPING PEOPLE LEARN HOW TO SURVIVE IN OUR CHANGING WORLD.
24
An MFA Thesis
Mike Andersen
CREATING PRODUCTS FOR SURVIVAL The most important and crucial part of Ration is producing and regulating the goods that can help us survive through climate change.
PROTECTING OUR VITAL GOODS At Ration we are in charge of protecting our vital goods and resources. Our goal is to both preserve our remaining resources while finding new materials and methods to replace our outdated, unsustainable infrastructure.
FIGHTING BACK Finally, we believe in fighting back and discovering the solutions to climate change. We work not only to survive for today, but also to find a way to solve this problem of climate change once and for all.
25
RATION
OUR AUDIENCE WE ARE ALL THE CAUSE, AND THE SOLUTION, TO CLIMATE CHANGE.
At Ration we do not simply focus our attention and products on individual demographics. Instead, we focus and think about everyone. We all contribute to climate change, and we are all affected by it on a daily basis. This is not a condition that affects only some of us, but rather it affects all of us on earth. Where we live, how much money we have, what our favorite television show is, or what kind of food we like does not matter to us. We all must deal with rationing and resource shortages, and we all must work together to solve them. We must never forget that we are all in this together, and that we are all connected. It is up to us to take the proper actions so we can all live and move forward in this new world.
26
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
27
Don’t Need. Don’t Buy.
RATION
FOCUS AREAS
In order to optimize our chances for success in the war on climate change, we have established a three pronged approach.
We craft our products with survival and preservation in mind.
PRODUCTS
SUCCESS RESEARCH
We are working to find the solutions of tomorrow today.
28
COMMUNITY
We have created a community to help mobilize and educate the public.
An MFA Thesis
Mike Andersen
STRATEGY
We have also established a comprehensive attack plan for what needs to be done in order for us to be successful in beating climate change.
Ration our most essential products to preserve them.
PRESERVE
Get people to come together and fight climate change.
WORK TOGETHER
REBUILD
Rebuild our outdated infrastructure, and find sustainable solutions to our problems.
By following this plan of attack we can defeat climate change.
DEFEAT CLIMATE CHANGE
29
RATION
30
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
TO HELP COPE WITH THE DIFFERENT PROBLEMS WE ARE FACING, RATION HAS BEEN BROKEN DOWN INTO THREE CATEGORIES. FOOD & WATER, ENERGY, AND MATERIALS.
31
RATION
32
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
FOOD AND WATER
As the weather began to change, floods and droughts decimated crops and killed off large portions of livestock. Our fresh water reserves are at an all time low, and the water that we do have is now often easily contaminated. The Food and Water section of Ration focuses its efforts on making less go farther. We work to enhance the food we do have to try and get as much out of it as possible. Our main goal is to make sure everyone receives enough food and clean water to stay healthy.
33
RATION RATION
34 34
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
35 35
RATION
Don’t Need. Don’t Buy.
OUR FAILING CROPS AND LIVESTOCK ONCE AGAIN THIS YEAR WE ARE SUFFERING FROM WORLDWIDE FOOD SHORTAGES.
Unfortunately, as we have found out, agriculture is one
crops were destroyed. Since Ration was formed we have
of the most sensitive sectors to our environment. Even small
found ways to avoid these mass famines. At Ration it is
changes can have huge effects on our food and water
our main goal to make sure we can produce enough food,
supply. In recent years we have seen areas that were once
with enough vitamins and nutrients to keep everyone
fertile turn into dust bowls. As these areas faced severe
healthy. This has lead us to turn our food production into
droughts, and heat waves, we could no longer supply crops
an exact science. We are constantly working at finding
with enough water for irrigation. As the crops died and
new ways strengthen or increase our crop yields, and the
droughts worsened these areas then turned into dust bowls.
nutrient content of our food. However, our environment
Severe droughts and rising temperatures have decimated
has not made it easy.
the corn supply and we now have very little to feed our
While our food production has been shrinking, our
livestock. Our livestock is also sometimes victim to extreme
population has continued to grow. There simply is not
weather patterns. In some areas like Florida, floods and
enough food to feed everyone, and the problem is
storms have also become regular destroyers of our crops.
continuing to get worse. With every one degree increase
In addition these wet and longer warm seasons are the
in the temperature we are seeing a 3% to 5% decline
perfect breeding ground for insect and pathogen outbreaks
in production for our 6 essential crops, wheat, rice, corn,
which can destroy crops throughout entire regions.
soybeans, barley and sorghum. Unless we are able to
With all of these different problems facing our food supply, we can no longer seem to maintain a stable surplus. Before Ration was formed, there were mass famines when
36
stop the earths temperature from rising we will continue to loose more and more crops.
An MFA Thesis
Mike Andersen
37
RATION
38
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
OUR WATER SHORTAGE OUR FRESH WATER SUPPLY IS LOWER THAN EVER BEFORE, AND CONTAMINATION HAS BECOME A MAJOR PROBLEM.
Our water supply is also facing serious consequences from
temperatures. As the average water temperature rises it
global warming. Higher temperatures have exhausted
leads to blooms of microbial populations. These microbes
existing supplies of fresh water. Both floods and droughts
have a direct negative impact on our health and they can
have a tendency to pollute and contaminate local water
also destroy entire ecosystems.
sources, so despite the fact that we are having more rain than ever, we still also have less clean fresh water than ever before. Floods and runoff from storms pull contaminates out of groundwater and then pushes them into our water supply. Droughts also are contaminating our water. As the water evaporates, the ground water that is left behind often gets high levels of concentrated contaminants which can make it unsafe or even deadly if drunken. Finally, the main source of water degradation comes from rising water
We have also witnessed our freshwater reserves in glaciers and snow packs melting off at staggering rates. We rely on this seasonal snow melt for most of our water for agriculture. As we have seen, as this water disappears it directly affects our access to food and materials as well. Since we have access to less water now, and the water we do have access to is often contaminated, we must find new ways to clean our water so we can safely drink it.
39
Don’t Need. Don’t Buy.
RATION
FOCUS AREAS
Runoff from storms, and increased temperatures have lead to dangerous levels of contamination in our drinking water. These are some of the most common contaminates that we find today.
40
HEAVY METALS
PESTICIDES
LEAD
OIL
ALGAL BLOOM
GIARDIA
E. COLI
OTHER BACTERIA
An MFA Thesis
Mike Andersen
COMMON WATER CONTAMINANTS
41
RATION
Don’t Need. Don’t Buy.
WHAT WE ARE DOING RATIONS FOOD & WATER DIVISION FOCUSES ON FINDING WAYS TO MAKE LESS GO FARTHER.
42
An MFA Thesis
Mike Andersen
CONTROLLING FOOD PRODUCTION AND DISTRIBUTION. To fight off the possibility of famine and to make sure everyone receives their fair share, Ration controls the amount and kinds of food that are distributed.
PROVIDING WATER PURIFIERS Since the water supply is now often contaminated, Ration produces and distributes simple tablets to use to make sure that your water is clean and safe to drink.
GENETICALLY ENHANCING FOODS Since we now have to do more with less, at Ration Labs we have found many new ways of enhancing the vitamin and nutrient content in most of our basic foods. We have also found new ways to grow and culture foods so that a large portion of our food production can now be done inside away from the elements.
43
RATION RATION
44
An MFA Thesis
Mike Andersen
MATERIALS
Our second category at Ration is Materials. Our natural resources are running out. Forests have been poorly managed, and many are now falling victim to disease, insect infestations, fires and severe weather. Mosquitoes are also on the rise, and have been spreading malaria and other deadly diseases. The materials we do still have need to be closely monitored and rationed out to the most important areas first. The materials section of ration focuses on preserving and controlling the materials we still do have while making sure everyone has the proper health, safety and sanitation materials that they need.
45
RATION
46
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
47
RATION
Don’t Need. Don’t Buy.
LOOSING OUR RESOURCES IT IS A HARSH WORLD OUT THERE, AND WE MUST FACE IT WITH LESS.
Several of our most important materials are now in danger.
One area we obviously cannot ignore is our climates direct
We are loosing more forests than ever before to insect
impact on us. The world is a much harsher place now.
and pathogen infestations. Longer wet growing seasons,
With rising temperatures also came the rise of many more
followed by unpredictable droughts have lead to much
dustbowls across the country. Dust storms now pose a
larger forest fires, that can burn intense and out of control.
major threat. Our air is also highly polluted and we have
Finally, severe storms and heavy rains have also lead to
major and deadly storms occurring regularly across all
the increase of diseases and various insects which can also
parts of the country. We also find ourselves without power
destroy entire forests very easily.
or access to clean water much more frequently and must
Another consequence of rising temperatures and longer
now be prepared to endure any situation.
wetter warm seasons have been the explosion of mosquito
While materials are in short supply we also need more
spread diseases such as malaria and dengue fever. These
of them now than ever before to help build new forms
diseases are no longer limited to the tropics but now cases
of transportation such as railroads, and emission free
are occurring frequently across the globe. We must make
electric bus lines. We also need more materials for
sure people are prepared to not only prevent malaria, but
construction on sustainable buildings and renewable
to also be able to treat it if infected.
energy sources such as windmills or solar panels.
48
An MFA Thesis
Mike Andersen
49
RATION
MALARIA IS ON THE RISE GLOBAL WARMING HAS CREATED THE PERFECT CONDITION FOR MOSQUITO-BORNE DISEASES.
As we now all know, global warming has created the perfect condition for mosquito-borne diseases. High temperatures, increased precipitation and costal flooding have all contributed to the situation we are currently in. Warmer temperatures increase the reproduction rate of mosquitoes so as our temperatures increases so does the mosquito population. The parasite that mosquitoes carry that cause malaria, also incubates in half the time with an increase in temperature. Extended flooding and increased rains have also helped to spread the geographic range of where we find malaria. Mosquitoes in their immature stage are aquatic and are able to spread over great distances when there are floods. With the increase of the mosquito population and the spread of their habitat we have seen epidemics break out in areas that were totally unprepared such as several countries in Europe, China, and the United States.
50
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
A DEADLY DISEASE Malaria is on the rise, and with it come fatal consequences especially for young children. Make sure to always have a malaria kit on hand.
225,000,000
800,000
CASES OF MALARIA LAST YEAR
CHILDREN UNDER 5 WHO DIED FROM MALARIA
51
RATION
52
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
53
RATION
54
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
AIR QUALITY
WE HAVE ALSO SEEN A DECLINE IN OUR AIR QUALITY, AND A RISE IN DUST STORMS LATELY.
As droughts turned large parts of the country into huge dust bowls we saw a rise in dust storms. Also, on very hot days we get such high levels of pollution that it can do damage your respiratory system. There are several dangers out there, and we at Ration want to make sure everyone is being careful, as well as prepared for the conditions they may find outside. We advise that on hot days in cities, or on windy days out in the country, that people always carry with them their full gas mask to protect their eyes and repository system. It can get dangerous out there very quickly and without any warning, so always be prepared.
55
RATION
Don’t Need. Don’t Buy.
WHAT WE ARE DOING RATIONS MATERIAL BRANCH FOCUSES ON FINDING WAYS TO MAINTAIN OUR HEALTH AND SAFETY DESPITE A SHORTAGE OF GOODS.
56
An MFA Thesis
Mike Andersen
CONTROLLING AND PRESERVING MATERIALS In order to prevent running out of crucial materials such as paper and cotton, we have rationed these materials and encourage people to conserve as much as possible. PROTECTION We face a harsh environment now. High levels of pollution, dust storms, as well as other extreme weather conditions await us outdoors. We prepare you for those situations with protection for you eyes and lungs.
DISEASE As malaria spreads, we prepare you with everything you need to prevent getting it, and in the event you are infected, we provide you with the best treatment.
57
RATION
58
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
ENERGY
Construction on renewable energy is at an all time high, and we have made significant gains from last year. However, our production is still no where near enough to support our massive demand. Our reliance on fossil fuels, and our hesitation to build up our renewable energy industry has put us in a difficult situation. As Our fossil fuels began to run out we found we simply did not have enough alternative sources to supply the power that we needed. Here at Ration, we are continuously working to expand and build up our renewable energy sources, while also preparing you for blackouts.
59
RATION
60
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
61
RATION
Don’t Need. Don’t Buy.
OUR ENERGY CRISIS FOR TOO LONG WE RELIED ON FOSSIL FUELS, AND NOW WE FIND OURSELVES UNPREPARED.
For the longest time we always focused on finding cheap
We hope that this situation is only temporary as we work
fixes to our energy crisis. We increased offshore drilling,
around the clock to build new renewable energy sources.
destroyed mountains for coal, and started wars in foreign
We ask for your help in this struggle by giving money
countries. Not only did we destroy great amounts of our
through energy bonds and by recycling all excess metal
environment in the search for fossil fuels, but by using them
scraps that you can find. In the meantime while we
we also created this mess we are now in. Even after we
do have to deal with blackouts and energy shortages,
knew about climate change we still were very slow to build
Ration prepares you for these times. We established
up our renewable energy sources. Big coal and oil lobbies
a small gasoline ration, but encourage you to use it only
kept our reliance on fossil fuel alive until they began to
when you really have to. We are also supply you with
disappear, and their damage became to obvious to ignore.
the necessary tools for blackouts such as an LED lantern,
We now find ourselves in a predicament. We waited too long to build up our renewable energy sources, and now we do not have enough power to meet our demands. This means we are still stuck using fossil fuels on occasion, and we have also had to implement rolling blackouts.
62
batteries and matches. By working together we can build and discover new energy sources and finally put an end to blackouts once and for all.
An MFA Thesis
Mike Andersen
63
RATION
64
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
65
RATION
Don’t Need. Don’t Buy.
WHAT WE ARE DOING RATIONS ENERGY BRANCH FOCUSES ON PRESERVING THE ENERGY SOURCES WE HAVE WHILE BUILDING NEW CLEAN AND RENEWABLE ENERGY SOURCES.
66
An MFA Thesis
Mike Andersen
PRESERVE WHAT WE HAVE At Ration we are working to preserve the fossil fuels we do have left while working to move to clean renewable energy sources.
BE PREPARED Since black outs have become common as we work to preserve energy, we prepare you with the supplies you need to make it through them.
BUILDING SOLUTIONS Our ultimate goal at Ration’s Energy division is to solve our energy crisis by building enough clean and renewable energy sources to power our civilization.
67
RATION
68
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
TODAY, MILLIONS FACE FAMINE, DISEASE, AND LACK OF ELECTRICITY. FOR THAT REASON WE DESIGN OUR PRODUCTS FIRST AND FORE MOST FOR SURVIVAL.
69
RATION
PRODUCT INSPIRATION THIS IS NOT THE FIRST TIME IN HISTORY WHERE WE HAVE HAD TO RATION OUR VITAL GOODS. FOR THAT REASON WHEN WE DESIGNED OUR PRODUCTS WE LOOKED TO THE PAST.
There have been other times in history when we have had to pull together as a nation and put the good of the all ahead of the individual. During World War I and World War II, several countries had to establish rationing systems. People came together and made sacrifices to fight for the greater good. Today we are at war as well. Not with any country or enemy state but instead, with our own environment. We must come together to fight once more, to sacrifice and to put the good of the all ahead of the individual once again. For that reason, when we established Ration we looked back to these past examples and were inspired by their ideas and their methods.
70
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
71
RATION
72
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
73
RATION
74
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
75
RATION
76
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
FOOD & WATER
PRODUCTS THAT GIVE YOU EVERYTHING YOU NEED Our Food & Water products are designed to give you all the vitamins and nutrients you need without any of the worry. We have designed and engineered these products to work together as a unit. They last long in all conditions and keep you healthy even through the worst shortages. We also provide you with plenty of water purifier tablets so that you can make sure your drinking water is always safe. Ration food and water takes care of all your dietary needs so you don’t have to even worry about them.
77
RATION
78
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
79
RATION
80
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
Our Food & Water line makes sure everyone gets enough of the vitamins and nutrients they need to stay healthy. For that reason, we created our products around serving sizes. One can per food group a week is all you need to stay fit and healthy.
81
RATION
Finally we provide you with a hard condensed bread that can last through any situation. It is also made with whole wheat and has been enriched as well.
82
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
Every person is allowed 50 water purification tablets a week. This is more than enough to clean drinking and cooking water.
83
RATION
84
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
CREATING A SIMPLE BALANCED DIET. EAT ONE MEAL PACK PER PERSON, PER WEEK.
85
RATION
86
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
MATERIALS
KEEPING YOU SAFE AND HAPPY Our Materials category focuses on keeping you safe and happy through these difficult times. We encourage the preservation of our vital materials by encouraging you to mend your clothing, and use recycled toilet paper. We are also very concerned with your safety in these dangerous times. For that reason we provide you with malaria kits to protect yourself from this deadly disease, as well as a full gas mask so you will never get caught unprepared in the worst storms or days of heavy pollution.
87
RATION
88
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
89
RATION
At Ration, your safety is our number one priority. We protect you with our malaria kits, as well as our full gas mask. It is dangerous out there these days. Make sure you are prepared to protect yourself.
90
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
91
RATION
92
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
93
RATION
94
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
Our Materials category also works to preserve the materials we already have. We use recycled paper for our toilet paper, and eliminated the center roll to save on materials. We also encourage mending your own clothing with our sewing kit.
95
RATION
96
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
97
RATION
98
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
ENERGY
PREPARING YOU FOR BLACKOUTS Our Energy category works to prepare you for dealing with blackouts while we work to build more renewable energy plants. We also work to preserve what is still left of our fossil fuels, because we understand that they are still sometimes necessary. With the Ration Energy line you will never have to worry about getting caught in the dark.
99
RATION
100
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
101
RATION
Sometimes it is the most basic and simple things that can save your life in an emergency. Always make sure to keep a set of safety matches with you just in case.
102
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
103
RATION
104
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
While gasoline does contribute to climate change, it is still sometimes necessary. We remind you in those occasions when you must use gas, to use it sparingly.
105
RATION
With our rechargeable batteries and LED lantern you will never get stuck in the dark. Our Batteries can be used up to 1,000 times saving precious materials, and our LED lantern lasts 10 times longer than a fluorescent one.
106
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
107
RATION
108
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
109
RATION
110
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
AT RATION LABS WE ARE FINDING THE SOLUTIONS OF TOMORROW’S PROBLEMS TODAY.
111
RATION
RATION LABS
WE ARE WORKING TO FIND THE SOLUTIONS TO TOMORROWS PROBLEMS TODAY.
At Ration labs we are working towards finding ways to live with the devastating effects of climate change. We also are always working to seek out the solutions to tomorrows challenges. The dangerous thing about climate change is that its effects can sometimes take years to materialize making us think that they can easily be ignored. For that reason we are constantly looking into the future to see what problems tomorrow may hold. At Ration labs we also work within each category to find ways to improve our products and our situation. In the Food & Water category we are focusing on improving food distribution as well as enhancing the content of our food. We are also consistently working on ways to improving our water supply. In the Materials category we are searching out new materials we can use. We also run the composting and recycling centers to preserve our materials and get new life out of our existing ones. Finally in Energy, we are working to build up our resources of renewable energy and help end blackouts once and for all.
112
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
113
RATION
114
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
FOOD RESEARCH WITH LESS FOOD, AND MORE PEOPLE THAN EVER, IT IS OF THE UTMOST IMPORTANCE TO FIND WAYS TO ENHANCE AND STRETCH OUT THE FOOD WE DO HAVE.
At ration labs were are consistently trying to find new ways to enhance the content of our food. As our population continues to rise so to does the demand for food. However, even with our best efforts it may be decades before the earth can support growing enough food to feed our entire population. Until that time we will continue to search for new ways to enhance the food we have. During this difficult time, we have also been going to great lengths to move the majority of our food production indoors into giant warehouses using advanced hydroponic watering systems and LED lights. By doing this we have been able to protect our food supply from the harsh environment outdoors as well as find new ways to enrich its content.
115
RATION
RECYCLING INITIATIVE WITH LESS MATERIALS THESE DAYS IT IS IMPORTANT THE WE RECYCLE EVERYTHING WE CAN.
Ration Labs also runs our recycling and composting centers. With less materials these days it is very important the we save and recycle everything we can. We have set up scrap yards in every major town or city where we encourage citizens to bring in any extra metal scraps that they may have. This will help us preserve and reuse the materials we already have. These large scrap yards also play a vital role in our effort to build wind farms and to help create a new sustainable energy infrastructure.
116
An MFA Thesis
Mike Andersen
117
RATION
118
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
WHY WE COMPOST BY COMPOSTING WE CAN HELP LIGHTEN THE LOAD ON OUR LANDFILLS AND HELP CLEANUP CONTAMINATED SOIL.
By saving our scraps and composting them we can help replenish the earth, cleanup our contaminated soil and lighten the load on our landfills. Compost is an amazing substance that benefits the earth in many ways, and it is so simple for us to save our scraps and to give them to this cause. Some of the benefits of composting are reducing plant diseases and pests, it reduces the need for fertilizers, removes contaminates, oils, heavy metals and VOCs from our soil. By composting all of our scraps we will be able to slowly bring our earth back to the point where it can once again sustain our crops, and famine will become a thing of the past.
119
RATION
120
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
121
RATION
Don’t Need. Don’t Buy.
RENEWABLE ENERGY THERE IS MORE THAN ENOUGH CLEAN RENEWABLE ENERGY OUT THERE. WE JUST NEED TO BUILD THE TOOLS TO HARNESS IT.
As our fossil fuels run out, it has become of the utmost
We are building wind and solar farms as fast as we can,
importance to build up our infrastructure of alternative,
but we need your help. Invest by buying energy bonds and
renewable energy sources. Burning fossil fuels has gotten
you can help speed up and fund the giant task we have
us in the mess we are now in. Luckily however, we have
of replacing our energy sources and breaking our reliance
many possible sources for new forms of renewable clean
on fossil fuels. The chart on the opposite page shows the
energy. All we have to do now is build them up to high
potential for renewable energy that we can harness. There
enough levels where they can support our needs. Material
is so much potential energy out there that we just need to
shortages due to climate change and over consumption
tap into and we can make black outs a thing of the past.
have made this very difficult however. We have established giant recycling and scrap pick up centers across the nation to help get the materials we need to continue building. We have also established an energy bond system, so that people can help fund these massive construction projects and get our energy sources up to meet our energy demand.
122
An MFA Thesis
Mike Andersen
ENERGY POTENTIAL We have plenty of renewable energy. We just need to harness it.
Available energy from renewable sources.
Renewable energy that we are currently using.
123
RATION
124
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
PEOPLE OFTEN FEEL CONFUSED ABOUT WHAT THEY CAN DO IN THE FIGHT AGAINST CLIMATE CHANGE. FOR THAT REASON WE CREATED AN EXTENSIVE EDUCATION CAMPAIGN TO HELP PEOPLE UNDERSTAND WHAT THEY CAN DO.
125
RATION
CAMPAIGN INSPIRATION FOR OUR POSTER CAMPAIGN WE ONCE AGAIN LOOKED TO THE PAST WHEN PEOPLE HAD TO COME TOGETHER TO SACRIFICE AND BEAT OVERWHELMING ODDS.
Like our products, for our education campaign we looked back to World War I and World War II. These posters and their message were serious, clear and to the point. They rallied people together around a common enemy, and encouraged them to work together and to sacrifice in order to beat that enemy. Today, with climate change we are all facing a common enemy once again. We also once again need to mobilize the public to sacrifice and to fight in order to beat climate change once and for all.
126
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
127
RATION
128
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
POSTER CAMPAIGN IN ORDER TO EDUCATE THE PUBLIC ON CLIMATE CHANGE AND ON WHAT WE ARE DOING, WE HAVE LAUNCHED AN EXTENSIVE POSTER AND ADVERTISING CAMPAIGN.
Our poster campaign is designed to inform and educate the public on what ration is doing for them, and what they can do to help fight climate change. The poster campaign also spreads awareness of the Ration brand, and drives the public to the Ration website where they can learn more about what they can do as well as and join the Ration community. Our posters were designed to be clear and informative, while still engaging enough to be able to connect with the audience.
129
RATION
130
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
131
RATION
132
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
133
RATION
134
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
135
RATION
136
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
137
RATION
138
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
139
RATION
140
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
141
RATION
142
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
IN ORDER TO BEAT CLIMATE CHANGE WE NEED TO COME TOGETHER AS A COMMUNITY UNITED IN OUR FIGHT.
143
RATION
144
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
OUR STORES
OUR STORES ARE NOT ONLY A PLACE TO GET YOUR RATION, THEY ARE ALSO A PLACE PEOPLE CAN COME TOGETHER TO LEARN ABOUT CLIMATE CHANGE.
Our stores are set up to be both a place to come get your ration, as well as a place where you can come to learn about climate change. Our stores are interactive, community learning centers. We tell the story of our products, why they are the way they are, and what they do for both you and the environment. Come in for your ration and leave with the knowledge of what you can do to help fight climate change.
145
RATION
Don’t Need. Don’t Buy.
OUR WEBSITE COMMUNITY OUR WEBSITE SERVES MANY FUNCTIONS, MOST IMPORTANTLY THOUGH IT SERVES AS THE EPICENTER OF OUR COMMUNITY.
One of our major goals at Ration is to establish a strong
While we can control what items you can and cannot
community focused around the idea of beating climate
buy, it is really up to everyone to work together in order
change. Since we are a global company, and our intention
to beat climate change. Simply controlling our items that
is to get everyone we can involved. We have set out
are running out will not solve the problems we face
to create a strong online presence and community, and
today. It will buy us time, but ultimately in order to beat
built our website in a way to encourage large scale
climate change we need to find a way to work together
participation and the help with the creation of a global
and find common solutions. By creating this strong sense
community. Our website is a place where people can
of community people will no longer have to feel alone in
come together. It is a place where you can sign up for
the fight on climate change. We have created our website
your ration, as well as learn about what products are
to give people a place to come together and share their
currently being offered. This way consumers can learn
stories, their ideas and their methods for survival, and to
about the items they will be receiving, and how they
help them remember that we are all in this together.
can use them efficiently. Finally, our website is a place to share what you are doing in the fight as well.
146
An MFA Thesis
Mike Andersen
147
RATION
148
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
149
RATION
SOCIAL MEDIA
BY CREATING DIFFERENT ONLINE COMMUNITIES, PEOPLE WILL NOT FEEL ALONE IN THIS FIGHT.
An integral part of our community relies on social media sites such as Facebook, Twiter, Flickr and Youtube. We can use these different media sources to reach the pubic as well as create a forum where everyone can become involved in Ration and share their stories, ideas, pictures and videos. This is a huge fight we are facing, and we are all involved. By creating online communities, people will not feel alone in this fight and can band together to fight and beat climate change. We utilize each social media website in a different way, yet all focus on opening up channels of communication and cooperation between Ration and the rest of the world.
150
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
151
RATION
152
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
VIDEO CAMPAIGN ONE OF THE WAYS WE USE SOCIAL MEDIA IS BY CREATING VIRAL VIDEO CAMPAIGNS, AND ENCOURAGE VIEWERS TO PARTICIPATE BY POSTING THEIR OWN AS WELL.
In order to help spread the back story of Ration as well as bring people into our community, we have created short videos that tells our story, what we are all about and what we are doing to fight climate change. We created this video, to help bring publicity to our cause as well as to help the public understand why it is so important that we have established Ration and why we need to protect our vital goods. We then encourage all of our viewers to become engaged and part of the process by posting their own videos of what they do to help fight climate change. This way people can get and spread new ideas as well as feel as if they are connected to an entire world of people trying to make a difference.
153
RATION
154
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
Our video campaign focuses on the connection between people and how that can help or hurt climate change.
155
RATION
156
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
157
RATION
158
Don’t Need. Don’t Buy.
An MFA Thesis
Mike Andersen
WE HAVE A HARD, AND LONG FIGHT AHEAD OF US, BUT BY PRESERVING OUR VITAL GOODS AND WORKING TOGETHER WE CAN BEAT CLIMATE CHANGE.
159
RATION
© Michael Andersen 2011 All rights reserved Paper: Finch 100lb Printer: Giant Horse Binder: The Key Typography: Futura Equipment: Adobe Indesign, Illustrator and Photoshop. Camera: Canon 7d Book size: A4
160
Don’t Need. Don’t Buy.