Over the last few years I’ve headed to Ahmedabad’s Old City to shoot the celebration of the vibrant kite festival when locals turn their heads upwards to a sky filled with millions of kites. Here’s a cross-post from my recent contributions to the REculture blog which explores global recycling, repair, reuse and repurpose – particularly by entrepreneurs at the base of the pyramid.
In the past I’ve ignored plastic kites at the annual Uttarayan Kite Festival in Ahmedabad. But this year, through my REculture-lens, I paid more careful attention and found that many of the plastic kites are made of printer’s waste from a variety of packaging. Graphic designers and printers amongst you will know how much waste is created in getting prints just right – with numerous mis-registered and colour test sheets being discarded. Such sheets are bought cheaply in bulk from packaging printers and delivered to workshops in Jamalpur which specialise in the re-cultured kites.
While purists turn their noses up at them in favour of skillfully crafted paper kites – those with less money buy these plastic kites because of their lower price, relative robustness and staying power on the battlefield.
And as we’ve seen elsewhere, the re-culture approach doesn’t stop at the product itself. I found a kite vendor on the road-side at the popular Dilli Diwarja kite market that was selling the kites, plus had fashioned a paper-weight from an old brick wrapped in scraps of the plastic packaging sheets. “Free!” he announced as he grinned proudly to onlookers while I photographed his ingenious dual purpose advertising ploy.
Related articles
Uttarayan Kite Festival, India (Flickr)
High Flyers of Gujarat (Guardian: Kite Maker Interview)
“Attack complacency. Lay siege to boundaries. Load your catapult with options”
– fundamental Moxism
Recently I participated in a NextPlays lab by Moxie Design Group along with ten others from diverse involvements spanning government, non-profit and corporate realms. NextPlays is a transformative platform encompassing a culture of participation to explore sustainable future scenarios – then to imagine, plan and build strategies around them.
The session was exceptionally well devised as a fast-paced yet flexible programme which harnessed group energy and maintained momentum throughout the day. Activities alternated between presentations and discussion on context and challenges, exposure to inspiring case studies, rigorous team brainstorming around specific scenarios – and the personas that would be interacting with them. The seamless framework focused participants’ energy on a wide range of variables toward cultivating sustainable and transformative solutions.
NextPlays Labs have been conducted by Moxie with a wide range of organisations both global and local – from Air New Zealand to the World Bank and upcoming sessions with big boys Procter & Gamble. Each lab is specifically tailored to relevant issues facing the organisations, with the Moxie team skillfully migrating approaches on the fly to accommodate the unique needs of participating enterprises. Strategist Bert Aldridge notes “NextPlays is not about delivering answers but rather it’s an engagement tool to enable and build capacity around the seeking of solutions” while director Peter Salmon succinctly refers to its power to “catalyse conversations towards sustainable outcomes.”
The labs have been used in both Bangkok and Hanoi to explore urban development in conjunction with the World Bank Institute. Participants in these workshops have included community educators, climatologists, architects, environmental youth groups, waste management specialists and urban planners. In such company NextPlays has played a role in the aligning of agendas towards future-focused outcomes on a civic scale. Through encouraging an appreciation of inter-connectedness, divergent players discover potential efficiencies and opportunities.
And back here on home turf I found the expert guidance from scenarios to solutions, context to collaboration, macro to micro – all made for a highly rewarding and productive experience of the Moxie mix.
Related articles:
Creating Waves Through Collaboration
Change Agents Surmount Style
I’ve been throwing in the odd post to the recently launched REculture blog which explores the informal post-consumption economies of repair, repurpose, recycling and reuse at the Base of the Pyramid (BoP).
“Recycling has an entirely different meaning in the informal economy at the base of the social and economic pyramid across the developing world. Repair, reuse, repurpose and resale of products and packaging forms the basis of numerous small time businesses and services, creating a REculture that sees the potential for innovation and creativity where we might see waste.” – Niti Bhan
The REculture blog was launched by the globally prolific Niti Bhan of Emerging Futures Lab – a multidisciplinary research and consulting team focused on understanding the people at the base of the pyramid in order to improve the success rate of new ventures, products and services across the developing world.
A snippet on REculture from my end:
Advertising Ahmedabadi-style
A Ravivar Bazaar (Sunday Market) is held weekly on the edge of the Sabarmati River which runs through Ahmedabad. Noteworthy is the large tool trader stall which offers re-circulated goods for second-generation consumption. A micro-enterprise that fuels others to repair, reuse, repurpose and recycle.
The stall’s innovation is that by displaying it’s vast array of goods below the busy Ellis Bridge, it acts as a giant self-promoting ground-level billboard for itself. While corporates pay top dollar for hoarding space above street level – BoP entrepreneurs leverage opportune visibility below.
Keep an eye on REculture to shine a light on scarcity being as much of a driver of innovation as the numerous examples we see of abundance being the accelerator elsewhere.
Last week I became a contributing blogger over at Osocio – a website that aggregates
non-profit campaigns and social advertising from around the globe. Here’s a relevant bit
of cross-posting on a surprisingly simple yet highly effecive design strategy that playfully encourages behaviour change:
Scooping up a D&AD Yellow Pencil in this months awards is the brilliant Newspaper
to New Paper project from Dentsu, Tokyo. I feel D&AD are also to be applauded in acknowledging the great worth of this humble project. It signals that they are gauging quality not so much by the effort that is put into a design but more by the effect it has
on its audience.
Entry Rationale
BRIEF:
Design a package for a street vendor that sells farm-grown vegetables and fruits. The brief required somethig original, easy to use and low cost.
SOLUTION:
We focused on old newspaper used to wrap vegetables with. Newpaper was used for good reasons – for its moisture retention quality which helps keep vegetables fresh longer and for its reuse value. Under the “Newspaper for New Paper” project we utilised what was already there – the newspapers – and added an element of design that would be playful and make people smile… both those selling the vegetables and those buying them. By re-using old papers that would be thrown away, the project was friendly to the environment as well as to the budget. By simply adding colourful dots or stripes to the old paper we came up with a totally new package design.
RESULT:
Sales grew by 20%, as did the number of customers. There was more interaction with customers. Because they liked the design, people didn’t just throw away our New Paper but re-used it for something else. News of the low-cost, original design wrapping paper spread virally to other stores that used newspaper for wrapping. The New Paper project was not just a new design for wrapping paper but a pointer to a better lifestyle for us all.
Related posts:
High Flying Waste
Scarcity Sustaining
