Design For Good Talk Booklet by Pedro Aguirre

“I DO NOT WANT TO TALK ABOUT WHAT YOU UNDERSTAND ABOUT THIS WORLD. I WANT TO KNOW WHAT YOU WILL DO ABOUT IT. I DO NOT WANT TO KNOW WHAT YOU HOPE. I WANT TO KNOW WHAT YOU WILL WORK FOR. I DO NOT WANT YOUR SYMPATHY FOR THE NEEDS OF HUMANITY. I WANT YOUR MUSCLE.” - ROBERT FULGHUM

CONTENT ABOUT DESIGN FOR GOOD

ORGANISER, CO-ORGANISER

DESIGN FOR GOOD TALK

SPEAKERS

5-6

PANEL DISCUSSION - MODERATOR

DESIGN FOR GOOD YOUTH COMPETITION

MESSAGE FROM WINGS

BRIEF FOR CATEGORY A

10 - 11

BRIEF FOR CATEGORY B

12 - 13

TERMS AND CONDITIONS

JUDGES

15 - 16

ACKNOWLEDGEMENTS

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ABOUT DESIGN FOR GOOD The Design For Good (DFG) is an initiative aimed at engaging and provoking our youth to use works of creativity and design to make a difference and positively influence and change the world.

ABOUT DESIGN FOR GOOD

#DESIGNFORGOODSG

ORGANISER, CO - ORGANISER

ORGANISER

An initiative by Chatsworth Medi@rt Academy

MAKE THE CHANGE

Take The Chance, Make The Change.

Through education and mentorship programme, Make The Change (MTC) engages the creative community to volunteer their time and expertise in social projects and help social enterprises and nongovernmental organisations (NGOs) achieve their social missions. MTC is a social enterprise that believes everyone has the power to make a difference by using their creativity and experience to help social enterprises and NGOs.

We do this by: - Providing creative services for Social Enterprises and NGOs - Developing communities via M.A.D. education - Community development through corporate engagement - MTC workshops Website: http://www.makethechange.sg/

CO-ORGANISER

M.A.D. SCHOOL BY CHATSWORTH MEDIART ACADEMY (EST. 2003)

Thinker First. Creative Second.

We think creativity without thinking is no better than a blank canvas. The survival of the fittest is an adage of the past. Right now, it’s about thriving with forward thinking. Many schools lay claim to teaching technical skillsets, but few can hone strategic thinking skills. It’s a world that separates the chaff from the wheat; those who can think strategically and those who can’t. Strategic thinking is what gets you to the top and the world rewards those perched at the top. Now, where do you want to be?

Evolve we shall. Stay ahead of the digital game, we will. But it takes so much more to truly thrive. So, M.A.D. School does much more than impart to you the experience, the technical skillsets, the know-hows and the blah blah blah that all the other schools can. It teaches you the game-changing strategic skills. Think like never before. See insights that are privy to a selected few. Discover another dimension. Adapt, and adapt fast. Create to change. Change so you can create. Website: http://www.madschool.edu.sg

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DESIGN FOR GOOD TALK

#DESIGNFORGOODSG

EVENT PROGRAMME

7:05PM 7:10PM 7:30PM 7:50PM 8:10PM 8:30PM 8:50PM 9:00PM

Welcome Message | Michelle Lim - CEO of Chatsworth Medi@rt Academy The Road To Purpose // Maximising potential | Grace Clapham - Co-Founder of The Change School Creating Events with Heart | Richardo Chua - Co-Founder of Adrenalin A Designerâ&#x20AC;&#x2122;s Calling | Farah Sanwari - Co-Founder of Sustainable Living Lab Design Romanticism | Hunn Wai - Co-Founder of Lanzavecchia + Wai Panel Discussion | Karin Aue (Moderator) - Co-Founder of Aiducation Launch of DFG Competition | Mee Hong - Executive Director of WINGS End of event

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SPEAKERS

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THE ROAD TO PURPOSE // MAXIMISING POTENTIAL

GRACE CLAPHAM Co-Founder, The Change School

Driven by purpose, passion and innovation, Grace considers herself a ‘Changepreneur’. A woman with many hats, Grace is the Co-Founder of The Change School, a lifelong learning insitute and Founder Agent Grace, a boutique consultancy. Grace is also the organiser and the CoFounder of various communities within the S.E.Asian region, Co-Founder of Secret {W} Business - the only network for women entrepreneurs and changemakers across South East Asia, Connector at Plus Social Good, Co-Organiser of CreativeMornings Singapore, SheSays Singapore, Ambassador & Co-Curator of Deceler8 and Lead Curator

for TEDxSingapore Women. She is also a Mentor at Hub Singapore working with young startups in Singapore. In November 2013, Grace was chosen as one of 13 iconoclasts and recognised as a Visionary by the renowned Grey Goose brand and its dedicated Guild for her work. In March 2014, Grace spoke at SXSW Interactive 2014 on Co-Creation By Design: Asia, Women and Innovation. In July 2014, Grace won the “Inspirational Leadership” Award at the global Talent Unleashed Awards judged by Sir Richard Branson and Steve Wozniak.

CREATING EVENTS WITH HEART

RICHARDO CHUA Co-Founder, Adrenalin

Richardo Chua has worked in the events industry for the last 10 years, first as a freelance emcee and now as the Founder of the social enterprise events agency, Adrenalin Group Pte. Ltd. Adrenalin uses events management as a platform to provide training and employment opportunities for the disadvantaged, including at-risk youths, persons with disability (physical disability, hearing impairment) as well as persons recovering from psychiatric illnesses. As events management requires “frequent fire-fighting and

creative solutions” Richardo firmly feels that the company’s culture of unity and open communication has been “critical” for Adrenalin’s growth. Although Richardo concedes that running the social enterprise has been “incredibly tough,” he embraces challenges each day with much motivation and excitement. “Many of the beneficiaries are capable. Instead of letting them end up as car washers or furniture movers, I would rather give them a future in events management. This is my passion and my calling.”

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SPEAKERS

#DESIGNFORGOODSG

A DESIGNER’S CALLING

FARAH SANWARI Co-Founder, Sustainable Living Lab

Farah Sanwari is a designer and social innovator based in Singapore with deep interest in social change by design. She believes that everyone has a gift and as designers, “it is not our role to change behaviours”. Instead, designers should facilitate people into discovering their gifts and celebrate it so that they can achieve their utmost creative potential. Currently working for Sustainable Living Lab, she oversees the Repair Kopitiam project, a public repair programme where people come with their broken items to repair, guided by volunteers.

It is an initiative to involve the community in taking action to combat the throw-away culture in Singapore. Since its conception in November 2014, the community of repair volunteers has grown to over 30 people, and 3 public repair sessions have been conducted recently in February and March. This initiative is set to proliferate in other public spaces across Singapore and has even taken a spin-off in the form of Repair@School.

DESIGN ROMANTICISM

HUNN WAI Co-Founder, Lanzavecchia + Wai

Hunn Wai, together with Francesca Lanzavecchia, formed the Italian-Singaporean design practice Lanzavecchia + Wai, in 2010. To them, being designers means being researchers, engineers, craftsmen and storytellers all at the same time. Their cooperation is based on these focuses and having hailed from two very different countries and cultures, they attempt to feed off each other’s backgrounds, knowledge and skill-sets to fuel lateral thinking and agile tangible application. Their work spans from limited editions for galleries and

museums, to design research and mass products for major companies, to special commissions for brands like Alcantara, AgustaWestland, Samsonite and Mercedes Benz. They have also exhibited their work at many international platforms and have contributed to several academic symposiums, offering their viewpoints on the future of healthcare. Their most recent accolade was awarded the Elle Deco International Design Award 2014 - “Young Designer Talent of the Year”.

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PANEL DISCUSSION - MODERATOR

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PANEL DISCUSSION - MODERATOR

KARIN AUE

Communication Manager, Aiducation

As a designer, Karin has a great passion for communication and good storytelling. Having lived, studied and worked in various locations across Europe and Asia, she was able to collect a broad spectrum of skills, as well as a keen insight on the value of culture and communication. She is currently based in Singapore and working as Design Director for a local design and innovation consultancy Chemistry. Her love for design with a strong impact and a

clear social component can be seen in passion projects such as for-impact-organisation Aiducation International, which focuses on giving access to education for bright students in developing countries. Karin holds an MA (distinction) in Creative Practice for Narrative Environments from Central Saint Martins, London, UK, and a Magister (distinction) in Graphic Design from the University of Applied Arts, Vienna, Austria.

TWEET YOUR QUESTIONS TO OUR SPEAKERS USING #DESIGNFORGOODSG

DESIGN FOR GOOD YOUTH COMPETITION

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DESIGN FOR GOOD YOUTH COMPETITION The Design For Good (DFG) Youth Competition is a platform to ignite the passion of Singapore youth towards addressing solving social issues through their creativity in designing campaigns that speak to those issues. We invite all students who are currently studying in local secondary schools, international schools, ITEs and polytechnics to participate. Successful finalists will receive mentorship by the organiser, Make The Change in executing their creative ideas for WINGs, an NGO in Singapore.

COMPETITION SCHEDULE

20 May 21 May - 4 June 6 June

Deadline Of Submission Judging Awards Ceremony

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MESSAGE FROM WINGS

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“THANK YOU, DESIGN FOR GOOD. WE ARE EXCITED TO BRING IN AND EXPLORE NEW IDEAS GENERATED FROM YOUTH AND WORK TOGETHER TO TURN THEM INTO REALITY.” - TEO MEE HONG EXECUTIVE DIRECTOR, WINGS

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BRIEF FOR CATEGORY A

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BRIEF FOR

CATEGORY A

ELIGIBILITY: LOCAL SECONDARY AND INTERNATIONAL SCHOOL STUDENTS

ABOUT THE NGO WINGS Established since 2007, WINGS is the only non-profit in Singapore singularly focused on promoting active ageing for women. In 2013 alone, WINGS offered and ran more than 1,200 talks, workshops, peer-supported learning groups and skills training programmes from their center and through community outreach efforts, benefiting 8,000 participants. Their mission is to empower women to embrace ageing with confidence by enabling them to take responsibility for their Happiness, Health and Security so that they can make a difference for themselves and their communities.

PROJECT DESCRIPTION iPLEDGE / PLEDGE TO ACT A campaign targeted to empower women to make a commitment for a year in the areas of: 1. Health 2. Happiness 3. Security The campaign will first roll out in Singapore and subsequently to other countries in the region. The third phase will be international.

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BRIEF FOR CATEGORY A

CREATIVE OBJECTIVES

DELIVERABLE

•

To design and craft a communicative poster using one of the following methods: A. Poster Colour B. Collage C. Marker Rendering D. Wood Burning

• •

•

reate awareness for iPledge/Pledge to Act C Campaign Create awareness for WINGS Generate awareness for the underprivileged group of women in Singapore (e.g. women from the lower income bracket, women from rehabilitated centres, women with criminal records, etc.) Generate interests from members of the public to commit a monetary donation to enable these women to have a chance at re-entering society as a contributing member or to upgrade their skills so that they will be able to lead a better life for themselves and for the people around them.

DESIRED AUDIENCE RESPONSE • • •

Sign up on WINGS website to make a pledge hare the pledge via social media with their S friends and associates Donate an amount via the WINGS website

(This option need not be mounted on a mounting board)

• •

A3 size (297mm X 420mm) Mounted on a A2 mounting board

JUDGING CRITERIA The entries will be assessed using the following key criteria: - Social Objective - Creativity - Craftsmanship

DEADLINE OF SUBMISSION All submissions are to be sent in before 20 May 2015 6:30 p.m. at the Make the Change office: 30 Merchant Road, #03-22 Riverside Point, Singapore 058282.

* Money donated to WINGS will be used for a scholarship fund to sponsor education for women in the lower income bracket in Singapore and provide seed funding for programmes at WINGS.`

For enquiry, please contact Pedro or Michelle at 6337 5449 or email to: competition@designforgood.sg.

TARGET AUDIENCE

REGISTRATION

1. Primary target audience: women 40 years of age and above 2. Secondary target audience: women between 25 and 40 years of age

• R egister online at bit.ly/DFGentryform. • There is no fee required for registration and participation in the competition. • Upon completion of your online registration, please print the submisision label and submit (with all required fields completed) together with your craftwork before or by the deadline. • Incomplete or inappropriate submission will be rejected.

* There is no differentiation in socio-economic status. Age is the main differentiator.

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BRIEF FOR CATEGORY B

#DESIGNFORGOODSG

BRIEF FOR

CATEGORY B ELIGIBILITY: ITE AND POLYTECHNIC STUDENTS

CREATIVE OBJECTIVES • C reate awareness for iPledge/Pledge to Act Campaign • Create awareness for WINGS • Generate awareness for the underprivileged group of women in Singapore (e.g. women from the lower income bracket, women from rehabilitated centres, women with criminal records, etc.) • Generate interests from members of the public to commit a monetary donation to enable these women to have a chance at re-entering society as a contributing member or to upgrade their skills so that they will be able to lead a better life for themselves and for the people around them.

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BRIEF FOR CATEGORY B

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DESIRED AUDIENCE RESPONSE

JUDGING CRITERIA

• Sign up on the WINGS website to make a pledge • Share the pledge via social media with their friends and associates • Donate an amount via the WINGS website * Money donated to WINGS will be used for a scholarship fund to sponsor education for women in the lower income bracket in Singapore and provide seed fundingv for programmes at WINGS.`

The entries will be assessed using the following key criteria: - Social Objective - Concept Creativity - Design Execution - Sustainability - Scalability - Campaign Effectiveness

TARGET AUDIENCE 1. Primary target audience: women 40 years of age and above 2. Secondary target audience: women between 25 and 40 years of age * There is no differentiation in socio-economic status. Age is the main differentiator.

DELIVERABLES The creative execution(s) should be based on at least two (02) of the following: 1. Banners (Standing X Banner: 2’ x 6‘) 2. Street Banners 3. Flyers (A4 size; full colour) 4. A 30-second video clip for TV with modifications for social media channels 5. Radio advertisement copy and background music 6. Signature campaign idea to inspire participation (e.g. dance move, a dare, etc.) • Submission of entries for this category could be done by either an individual or a group with not more than 3 members. • Flat printed designs are to be submitted in maximum size of A3 (297mm X 420mm), mounted on A2 mounting board. • All physical mock-ups are to be submitted with protective packaging to avoid any damages. • Any online/digital medium proposed are to be submitted in a CD or DVD.

DEADLINE OF SUBMISSION All submissions are to be sent in before 20 May 2015 6:30 p.m. at the Make the Change office: 30 Merchant Road, #03-22 Riverside Point, Singapore 058282. For enquiry, please contact Pedro or Michelle at 6337 5449 or email to: competition@designforgood.sg.

REGISTRATION • R egister online at bit.ly/DFGentryform. • There is no fee required for registration and participation in the competition. • Upon completion of your online registration, please print the submission label and submit (with all required fields completed) together with your craftwork before or by the deadline. • Incomplete or inappropriate submission will be rejected.

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TERMS AND CONDITIONS

TERMS AND CONDITIONS • T he designs, models, prototypes and any other work submitted are deemed to be for the sole purpose of this competition. Through the submission of the designs, models, prototypes and any other works, the participants agree that all intellectual property including copyright and all data, documents, drawings, models and materials prepared in relation to the competition including but not limited to the content, designs and prototypes for the competition shall become property and be vested in DFG. The participants hereby assign to DFG the rights (if any) pertaining to all such intellectual property including copyrights as and when created. • D FG reserves the sole rights to use, reproduce, adapt, modify, publish and distribute the work of all the accepted entries or use them for any marketing and publicity materials, and in any other industry-related, educational activities or in any other manner of usage it deems fit, with appropriate acknowledgement. • All entries received by DFG will not to be returned to the participants. • W hile DFG accepts group entries, there will only be one (01) cash prize per winning category. Scholarship and certificates will be given to every winning individuals/team members. • Names on the certificates will be printed according to the details submitted on the printed submssion label. No amendments or additions are allowed after the work is submitted. • T here is no limit to the number of entries you can send in. Each submission must be accompanied by the completed entry label. • T he participants must be the sole author/creator and owner of the copyright, intellectual property and all other propriety rights for the designs, models, prototypes and any other work submitted for the competition. Entries must be the original and unpublished work of the participants. • I t is the responsibility of the participants, not the organisers, to ensure compliance with all ownership and copyright requirements. • E ntries that do not fulfill the above criteria will be deemed ineligible and will be disqualified. • T he organisers are fully indemnified by the participants against all losses, costs, liabilities and expenses in respect of claims on the grounds that the designs, models, prototypes, or any other work submitted for the purposes of the competition by the participants hereunder infringes any intellectual property right or violates any obligation of confidentiality or limitation of use covering the intellectual property or copyright of any third party.

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JUDGES

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ANTHEA INDIRA ONG President of Board, WINGS

Anthea is a life coach and social entrepreneur. Formerly a Board Member of UNIFEM Singapore and currently elected President/Chair of Board of WINGS (Singaporeâ&#x20AC;&#x2122;s only VWO singularly focused on empowering women to age with confidence, especially the vulnerable and disadvantaged) and Founding Board Member of Daughters of Tomorrow (a young charity focused on creating livelihoods for underprivileged women in Singapore and Asia). She is also actively involved in various roles with Northlight School and Institute of Technical Education, Very Special Arts and aLife. Previously, she sat on the steering committee

of Bankers with Vision, a volunteer-run outfit that brings together bankers in the region to contribute experience/ expertise to NGO-run microfinance institutions. She is also a very small-time impact investor and an alumnus of the prestigious International Visitor Leadership Programme under the US State Department on Social Changemakers & Entrepreneurship. Anthea finds wisdom through her incessant and intrepid travels which have taken her to the base camp of Mount Everest, the depths of the Amazon, the faraway lands of Siberia through Trans- Siberia and the ancient trails of Machu Picchu in the Andes.

SZE JYE TAN Studio Director, Pico

Sze J joined Pico Art International in year 2000. From a Junior Designer to Creative Director today with over 17 years of experience in the M.I.C.E industry specializing in Events, Exhibition and Gallery design. He has provided strategic creative solutions for an extensive range of global clients, undertaking an impressive list of projects of different scales and nature. Playing a key role in developing brand activation strategy and implementing creative vision. Concurrently as Studio Director of Pico Creative Lab, Sze J is responsible for building and leading one of the largest creative design studio in Singapore. He has extensive

experience managing large teams of diverse personalities in deadline-driven environments, establishing employee career development programmes, leading cross-functional team collaboration, and developing strategic partnership opportunities to grow core business and creative offering. With the aim to create impact by being the catalyst for changing perception and driving employment change within the MICE industry; Leverage Design was set up in March 2014 as a subsidiary of Pico Art International. This is the brainchild of Sze J to provide training and employment opportunities for disadvantaged Singaporeans as designers.

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JUDGES

#DESIGNFORGOODSG

MICHELLE LIM CEO, Chatsworth Medi@rt Academy

An accidental entrepreneur, Michelle pinned high hopes on becoming a successful banker but deviated into corporate education as a consultant. In 2003, she made a bold move starting Chatsworth Medi@rt Academy (CMA) on a shoestring budget based on a simple mission - bridging creativity and reality. She fervently believes that everyone can be creative and is bent on helping people achieve their creative pursuits whatever their background may be.

Her Awards Lab programme has achieved outstanding results in winning the internationally acclaimed D&AD Awards and Singapore-based Crowbar Awards and Make The Change has helped 37 organisations in creative execution for campaigns and fundraising in 2 short years. She was recently appointed as a director in an international charity organisation, Solutions To End Poverty to oversee fundraising and marketing campaigns.

She believes that winning awards and winning social projects are equally important to enrich a studentâ&#x20AC;&#x2122;s lifelearning experience; hence, in 2012, she started Awards Lab, a 7-month scholarship programme and a social enterprise, Make The Change.

She is a firm believer and passionately advocates that everyone can be creative and everyone can make a difference in making a better community. She has been invited to be a judge and speaker in many social projects and entrepreneurial events.

CLEO NGIAM Chief Designer, be movement

Cleo likes to be knee-deep in the mud, analysing scenarios and exploring new ways of working. From product to digital to user research, she has spent years in design and it never ceases to amaze her. So far, she has worked with NGOs and architects in Chile to rebuild a community centre, collaborated with the City

of Chicago to address the needs of Chicagoâ&#x20AC;&#x2122;s creatives and spread the good word of design through workshops and lectures. She is currently a UX & UI designer for a kickass design agency called Melewi and a Lead Designer for be movement.

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ACKNOWLEDGEMENTS

Design For Good team express its appreciation to everyone who has contributed to Design For Good Talk and Design For Good Youth Competition 2015

ORGANISER

CO-ORGANISER

A PARTNER EVENT OF

SUPPORTED BY

LIKE US AT

Designforgoodsg MAIL US AT

Competition@designforgood.sg OUR SITE

www.designforgood.sg

WE ARE AT

30 Merchant Road #03-22 Riverside Point Singapore 058282 CALL US AT

+65 6337 5449