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Live Projects Report Ines Stuart-Davidson

This PDF collects the work of the second term at SustainRCA and Foodloop, including a competition for Plan and a guide to London’s Ancient Woodlands. During the Live Projects, I looked at how my practice relates to a professional context. It shows my research on some key issues from the internship and the other work I did, including what I gained from it. I have laid out this PDF in the order that I created the work. Much of what I did for Clare Brass at Sustain was assisting with printed and digital posters, web visuals and supporting the team with the events work on the day. I developed stronger skills in Illustrator, as I was asked to create the posters in this programm and I was able to reflect my personal style by using bold imagery. There wasn’t much time for trial and error in making the posters, as I was given information quite close to each event and would have to produce a design, to print and hang up the same day. This meant I often worked under pressure, which also forced me to get things right very quickly. Working on this term alone and with Sustain has given me more opportunities and has made me feel ready for work after finishing my studies, especially as I decided not to do an MA next year. I have used the same binding method for all my final pieces (apart from Plan), which I could do myself to cut costs.


Established in 2011, SustainRCA is a Royal College of Art initiative that aims to inspire, encourage and support students to work with sustainability in their projects. Working across all disciplines, they guide students, helping them produce innovative solutions to and critical thinking around these pressing social and environmental issues of our time. Clare Brass and I worked in here together, later joined by Lizzie Harrison, the fashion designer and director of Antiform and the Remade in Leeds.

On my first day I was asked to design a poster for an event about that while mainstream retail is struggling to keep pace with structural change, it’s providing opportunity for independent enterprise, arts schemes and local, sustainable economies to redress imbalance and restore community social fabric and identity. For all posters I was to use Maven Pro and Calvert MT STD as fonts.


During the 12 weeks that I was interning, I designed these posters for a term of Future Bound - Spring Term Talks, Workshops and Events that were hosted by key industry figures, pioneering academics and some of the UK’s most creative entrepreneurs. I also supported the team with the events, talks and workshops, where I got to learn more about sustainable textiles.


Dilys is a fashion designer, collaborator and is the director of the Centre for Sustainable Fashion, established to provoke, challenge and question the fashion status quo through collaboration, designing transforming solutions that balance ecology, society and culture. Her academic interests focus on curriculum with sustainability at its heart. This fashion business consumes huge amounts of water, energy, resources, wellbeing, biodiversity and waste. The talk aimed to inspire fashion and textile students on the MA courses at the Royal College of Art. The centre for Sustainable Fashion engages in a process of exploration and applying their ideas to a philosophy based on a world where human fulfilment and ecological prosperity are benchmarks for achievement. After the Q&A it seems not many students are really involving a sustainable process in their work yet, but the first presentation looked to inspired many.


TRAID operates over 900 textile recycling banks across the UK. Clothing donated to TRAID recycling banks is transported to TRAID’s central warehouse and sorted by hand according to quality and style. The clothing is then sold back to the public in one of TRAID’s charity shops. Clothing that is torn or stained is reconstructed and redesigned into new one-off pieces and sold under the award-winning recycled fashion label, TRAIDremade. The money that is raised by TRAID through this operation is used to expand TRAID’s recycling activities, fund assemblies and workshops in London schools and donated to overseas development projects. It was an eye-opener about the standard of clothing that people are prepared to give away. The whole experience of going to a charity recycling bank and learning the process was interesting.


Unravel, a film made and hosted by Meghna Gupta was screened at the RCA, which follows the Western worlds least wanted clothes, on a journey across Northern India, from sea to industrial interior. They get sent to Panipat, a small town and the only place in the world that wants them, recycling them back into yarn. Reshma works in a textile recycling factory in small time India, and dreams of travelling the vast distances the clothes she handles have. While Reshma shows us how these garments get transformed, she and other women workers reflect on these clothes. With limited exposure to western culture, they construct a picture of how the West is, using their imagination and the rumours that travel with the cast-offs.


Interface Flor are the world’s largest designer and maker of carpet tile. Ray Anderson founded Interface in 1973 because he believed in the global potential of carpet tile. From mill to management, vision has always been the rule. They stand for sustainability and in 1994, Interface began to change the way they do business. Their goal for all carpet tiles is a closed loop system where carpet tiles are converted into raw materials for new products.


Pentland Group plc was founded in the early 1930s in Liverpool, England. It was then called the Liverpool Shoe Company because it dealt purely in shoes; then expanding into a manufacturing business. Being a responsible business is part of the heritage. Pentland have long believed that companies have responsibilities - not just to make money for shareholders, but also to behave as good corporate citizens with high ethical standards and regard for the interests of other people who are affected by their actions.


The Sustainable Angle is a not for profit organisation which initiates and supports projects which contribute to minimizing the environmental impact of industry and society. Their project The Future Fabrics Expo focuses on the fashion industry and how its environmental impact can be lowered through innovation in the textile industry, and novel ideas to transform the fashion system and design practice. They also assist with sustainable fabric sourcing and consulting, and have supported projects including the Greenhorns movie about the Young Farmer Movement in America.


Acclaimed artist-activists John Jordan and Isabelle Fremeaux screened and discussed their inspirational documentary, I helped with the event in the evening for Paths Through Utopias in a SustainCinema special. In a bid to explore an alternative way of life, outside of capitalism, the pair travelled across Europe for seven months taking in squatted villages and permaculture co-operatives, occupied factories and free love communities, in what was a deeply contemplative and life-changing journey. John Jordan is an artist and activist in the direct action movements, including Co-editor of “We Are Everywhere: The Irresistible Rise of Global Anticapitalism�. Isabelle Fremeaux is a lecturer in Media and Cultural Studies at Birkbeck University London. Shot during a 7 month journey in 2008 visiting ten utopian experiments, the film is half of the book-film project published in France by Editions Zones.


SustainRCA hosted for an audience with Divine Chocolate cocoa farmers from Ghana and Trading Visions policy manager Tom Allan for Fairtrade Fortnight. Allen, who oversees projects and policy at the Divine Chocolate led charity for small-scale producers from developing countries, discussed the success of Divine Chocolate social enterprise and the cocoa farmers came to England to ask us to ‘buy more Divine Chocolate�. The farmers introduced themselves before presenting a short film about cocoa harvesting and took questions from the audience. Fairtrade Fortnight was a nationwide effort to promote awareness of Fairtrade. At the end of the event, the cocoa farmers took the poster I created back to Ghana.


SEE CHANGE (Data Visualisation and Gamification)

Todays consumption is undermining the environmental resource base. It is exacerbating inequalities and the dynamics of the consumption-poverty-inequality-environment nexus are accelerating.


(Data Visualisation and Gamification)

The digital universe is set to grow to eight zetabytes by 2015, according to IBM.We’re told the insights from this vast Big Data resource will drive new business models, products and services, and steer our future food, transport and energy systems. The intangibility of figures, however, means finding and communicating truth, relevance and value is one of its greatest challenges.

(Data Visualisation and The real issue isn’t consumption itGamification) self but its patterns and effects. In-

Meet our three experts Angela Morelli,Vin Sumner and Richard Gilbert, all using data visualisation and gamification to change the way we manufacture products, consume goods and supply energy.

equalities are stark and globally the 20% of the world’s people in the higher income countries account for Meet our three experts Angela86% Morelli, of total private consumption expenditures. Vin Sumner and Richard Gilbert, all using With data consultant and Five Mile Food founder Graham Oakes as chair. RCA students David Hedberg (IED) and Gabriele Dini (Printmaking) will give a sneak preview of their real-time data-constructed honeycomb sculptures that will show at the V&A in May.

Meet our three experts Angela Morelli, Vin Sumner and Richard Gilbert, all using data visualisation and gamification to change the way we manufacture products, consume goods and supply energy. Chaired with Graham Oakes.

Tuesday 19 March (6.30-8.30pm) Join us for drinks and nibbles from 6pm Lecture Theatre 1

Register at Eventbrite:

data visualisation and gamification to change the way we manufacture products, consume goods and supply energy. Chaired with Graham Oakes. Tuesday 19 March (6.30-8.30pm) Join us for drinks and nibbles from 6pm Lecture Theatre 1, RCA, Kensington Gore, London SW7 2EU Register at Eventbrite:

Tuesday 19 March (6.30-8.30pm) Join us for drinks and nibbles from 6pm

The digital universe is set to grow to eight zetabytes by 2015, according to IBM. We’re told the Lecture insights fromTheatre this vast Big1Data resource will drive new business models, products and services, and steer our future food, transport and energy systems. The intangibility of figures, however, means finding and communicating truth, relevance and value is one of its greatest challenges. Three experts (Angela Morelli, Vin Summer, Richard Gilbert) discussed using data visualisation and gamification to change the way we manufacture products, consume goods and supply energy. Register at Eventbrite:

I also created A5 leaflets, as Clare and I leafleted around the college a few days before the event as they wanted to find other ways to target the students efficiently.


Clare Brass wanted to find new ways of advertising the events using the posters around the college. I created some door flyers/hangers to tie to doors, staircases, lifts and railings. This method was easy for us to print and assemble.


I was asked to create slides that would function as images on the News & Blog of Sustain RCA’s Webpage. The page beforehand was filled with text and images which took up a lot of space, so the idea was to be able to click through the images and be able to read text in stages. This also saved a lot of space on the webpage and looked a lot tidier all in one place.

SUSTAIN RCA During my time at SustainRCA, I was learning a lot about textiles and decided to write a Textiles & Sustainability Report based on all the research, workshops, people I’d met and notes that I had obtained during the talks. The textile industry grew out of the industrial revolution in the 18th Century as mass production of yarn and cloth became a mainstream industry.

Prior to the Industrial Revolution, textile manufacturing existed as a domestic “cottage” industry that took place in people’s homes. From raw material to finished product, textile manufacturing lacked any kind of organisational structure- it was an extremely fragmented, laborious and time consuming process carried out by people during their spare time. The first cotton mills were established in 1733. But eventually as the abundance of raw material increased, new technologies were introduced- production was centralised in factories. England wanted to keep its industrialisation a secret from the rest of the world but news of the country’s progress on many fronts could not be contained. New technologies were developed in the UK before being adopted overseas in the US and other parts of Europe.

SUSTAIN RCA The textile industry is primarily concerned with the production of yarn and cloth and the subsequent design or manufacture of clothing and their distribution. The raw material may be natural, or synthetic using products of the chemical industry.

The textile processing industry is characterized not only by the large volume of water required for various unit operations but also the variety of chemicals used for various processes. There is a long sequence of wet processing stages requiring inputs of water, chemical and energy and generating wastes at each stage. The other feature of this industry, which is a backbone of fashion garment, is large variation in demand of type, pattern, and colour combination of fabric resulting into significant fluctuation in waste generation, volume and load. Consumers purchase 2.15 million tonnes of new clothing and shoes each year in the UK. In order to make room for all the new clothes, they are throwing away the old. Over 1.4 million tonnes of clothing are sent to the UK landfill every year. Much of this can be worn again. Textiles present particular problems in landfill and synthetic (man-made fibres) products do not decompose. Woolen garments do decompose, but in doing so produce methane, which contributes towards global warming .

The production of these textiles has made an environmental footprint at each stage of the product’s life cycle, as well as possible exploitation of people involved in the production. The effects of the industry have increased in a negative way during the last decade with the introduction of “fast fashion”, in which the media introduce new seasonal trends for each fashion season. Fast fashion has become associated with disposable fashion because it has delivered designer product to a mass market at a relatively low prices.

SUSTAIN RCA During the film event with Meghna Gupta, I was shown a video about the effects of charity. Slavoj Zizek, one of the worlds most influential living philosophers discusses capitalism’s flawed priorities. He wants to develop a very simple linear line of thought about one point: Why in our economy charity is no longer classed as an idiosyncrasy of some good guys, here and there, but basic constituent of our economy. He starts with the so called feature of the today’s cultural capitalism and how the same thing applies to the economy in the narrower sense of the term. Namely if in the old times, precisely before the transformations of capitalism into more cultural, post-modern, and carrying for ecology, there was a simple opposition between the consummation and speculation and what you actually do for the society. Today when you buy something, your anti-consumerism duty to do something for the environment and the people is already included into it. An example would be Starbucks. When you buy a coffee they will explicitly tell you: It’s not just what are you buying, it’s what are you buying into.

To watch First as Tragedy, Then as Farce visit or at the RSA Website.


In the report, I included all the academics that came in to do workshops, talks and events from different organisations who provoked, challenged and questioned the MA textile students. Through collaboration they brought up solutions that balance ecology, society and culture. In 1994 Interface founder Ray Anderson recognised that the way industry worked was fundamentally unsustainable. Ray could see how much of the Earth’s valuable natural resources industry used up and threw away, with too little regard for the future.

SUSTAIN RCA “Ideas of diversity rightly reflect the complexity of the relationship between fashion, textiles and sustainability.” Kate Fletcher - Sustainable Fashion and Textiles Design Journeys

Fabrics are often the first step in the designer’s creative journey, and are therefore a good starting point for a more conscious and responsible approach to the creation of fashion products.

Thinking about material impacts is the key criteria to the origins, processing and what happens at the end of a products life. During much of the twentieth century the focus of fabric development and manufacturing centered on a traditional group of natural fibres, some man-made artificial one regenerated from cellulose and a large number of synthetic polymers based predominantly on oil. Diversity of materials is hard to find in the contemporary fashion and textile industries.The clothing retail market is dominated by a large number of similar products in a limited range of fibre types, in fact cotton and polyester together account for over 80 percent of the global market in textiles.

There is a pressing need to transform the way clothes are made. Our choice of materials has an impact upon a product’s entire life and therefore making intelligent and creative sourcing decisions can ultimately help to create clothing with minimal negative impacts upon the environment, animals and human welfare. Eliminating wasteful practices, reducing electricity, water and chemicals consumption can have a positive effect on the balance sheet and moreover, the adoption of an innovative future ready approach to business can help to attract a talented and loyal workforce as well as increasing consumer loyalty. Working at SustainRCA and learning about textiles has changed my perception on buying clothes even though I had values beforehand. It was an eye-opener learning about the process of the industry and the impacts of materials.

FOODLOOP Food Loop is an innovative food waste recycling project running on Maiden Lane Estate in the London Borough of Camden. The aim of Food Loop is to capture the value of the food waste on the estate in order to generate enough income to pay local residents to run and manage the whole system.

Food Loop is a ‘closed loop’ system that has been set up by a group of residents from Maiden Lane with the help of the local Community Centre and SEED Foundation, started by Clare Brass. Rather than being transported far away to be landfilled or incinerated, food waste from the Estate is collected weekly and processed in an in-vessel composting machine called a Rocket, that quickly transforms it into a rich compost, perfect for growing flowers, fruit and vegetables on site. Separating the foodwaste really makes you aware of how much food you are throwing away; and treated food waste can be turned into compost, which is perfect for food growing. Food Loop is a research project that aims to explore how research and design can be used to develop more socially, economically and environmentally sustainable local food and waste systems.


There are 479 households on the Maiden Lane Estate, which forms an isolated cul-de-sac immediately to the north of the King’s Cross railway complex in the London Borough of Camden. In December 2011 the community took over the running and management of the food waste collection service, which is currently entirely manned by volunteers. Income from Plantify, made from composted food waste, will be used in the future to pay people from the estate to run and manage the system. My job was to collect food waste every Monday morning (and still continuing) around the estate, leave clean caddy liners and take the full load back to the Rocket Room, ready to be composted.


In landfill biodegradable waste causes methane, a greenhouse gas 23 times more powerful than carbon dioxide. In fact, landfill sites are responsible for an estimated 3% of UK’s greenhouse gas emissions. Although about 50% of some inner city boroughs are comprised of flats, many councils still struggle to carry out waste separation in anything but single dwellings.

We throw away one third of all the food we buy. Every day the UK throws away about 7 million slices of bread and about 1.2 million sausages, a huge waste of resources and money. Furthermore when food ends up in landfill it generates methane, a powerful greenhouse gas that contributes to climate change. Over the weeks I saw food being thrown away that wasn’t even ripe yet and waste being thrown away in plastic bags. The Rocket Machine is able to biodegrade the brown paper bags but obviously not plastic. There was also the problem of food being thrown away that wasn’t easy for the machine to compost, such as bones which regularly stopped the machine from moving the compost forwards.


During the 3 months, I would continue to collect as normal, but other volunteers on the estate who were rota’d to feed the machine every day sometimes couldn’t as the machine broke down quite a few times, costing £750 to fix each time. Sometimes I would feed the machine after I collected the waste and quite often, I would have to pick out food and materials as people aren’t often aware of what they can and can’t throw away. I often also asked people on the estate if they would like to get involved and give us their food waste, but most people claimed that it was actually wasting their time.


In the back of the Rocket Room there are different sections where we store the caddies with the food waste ready for composting. When the machine is broken, there is usually a backlog of feeding. Residents and volunteers involved in Foodloop are given free soil, which is also sold as Boostaplant; new brand of super nutritious soil improver, rich in nitrogen and other essential elements, it is perfect for growing vegetables, fruit and flowers. During my time at SustainRCA, the idea was to meet up with a few students at the RCA to produce a new packaging for the soil. Unfortunately, Clare is very busy a lot of the time and the students involved were deep in looming deadlines and so the research is set to happen in the near future. Instead, Clare often talked to me about food waste and consumption so I made a Food & Sustainability Report based on what I had learned.


By 2075, the United Nations’ mid-range projection for global population growth predicts that human numbers will peak at about 9.5billion people. This means that there could be an extra three billion mouths to feed by the end of the century, a period in which substantial changes are anticipated in the wealth, calorific intake and dietary preferences of people in developing countries across the world. Such a projection presents mankind with wideranging social, economic, environmental and political issues that need to be addressed today to ensure a sustainable future for all. One key issue is how to produce more food in a world of finite resources. Today, we produce about four billion metric tonnes of food per annum. Yet due to poor practices in harvesting, storage and transportation, as well as market and consumer wastage, it is estimated that 30–50% (or 1.2–2 billion tonnes) of all food produced never reaches a human stomach.

FOODLOOP Furthermore, this figure does not reflect the fact that large amounts of land, energy, fertilisers and water have also been lost in the production of foodstuffs which simply end up as waste. This level of wastage is a tragedy that cannot continue if we are to succeed in the challenge of sustainably meeting our future food demands. In less-developed countries, such as those of sub-Saharan Africa and South-East Asia, wastage tends to occur primarily at the farmer-producer end of the supply chain. Inefficient harvesting, inadequate local transportation and poor infrastructure mean that produce is frequently handled inappropriately and stored under unsuitable farm site conditions. As the development level of a country increases, so the food loss problem generally moves further up the supply chain with deficiencies in regional and national infrastructure having the largest impact. In South-East Asian countries for example, losses of rice can range from 37% to 80% of total production depending on development stage, which amounts to total wastage in the region of about 180 million tonnes annually. In China, a country experiencing rapid development, the rice loss figure is about 45%, whereas in less developed Vietnam, rice losses between the field and the table can amount to 80% of production. In mature, fully developed countries such as the UK, moreefficient farming practices and better transport, storage and processing facilities ensure that a larger proportion of the food produced reaches markets and consumers. However, characteristics associated with modern consumer culture mean produce is often wasted through retail and customer behaviour.

FOODLOOP Wasting food means losing not only life-supporting nutrition but also precious resources, including land, water and energy. These losses will be exacerbated by future population growth and dietary trends that are seeing a shift away from grain based foods and towards consumption of animal products.

Of the produce that does appear in the supermarket, commonly used sales promotions frequently encourage customers to purchase excessive quantities which, in the case of perishable foodstuffs, inevitably generates wastage in the home. Overall between 30% and 50% of what has been bought in developed countries is thrown away by the purchaser.

Major supermarkets, in meeting consumer expectations, will often reject entire crops of perfectly edible fruit and vegetables at the farm because they do not meet exacting marketing standards for their physical characteristics, such as size and appearance. For example, up to 30% of the UK’s vegetable crop is never harvested as a result of such practices. Globally, retailers generate 1.6 million tonnes of food waste annually in this way.

Controlling and reducing the level of wastage is frequently beyond the capability of the individual farmer, distributor or consumer, since it depends on market philosophies, security of energy supply, quality of roads and the presence of transport hubs. These are all related more to societal, political and economic norms, as well as better-engineered infrastructure, rather than to agriculture. In most cases the sustainable solutions needed to reduce waste are well known. The challenge is transferring this know-how to where it is needed, and creating the political and social environment which encourages both transfer and adoption of these ideas to take place.


As nations become more affluent in the coming decades through development, per capita calorific intake from meat consumption is set to rise 40% by mid-century. These products require significantly more resource to produce. As a global society therefore, tackling food waste will help contribute towards addressing a number of key resource issues. Over the last five decades, improved farming techniques and technologies have helped to significantly increase crop yields along with a 12% expansion of farmed land use. However, with global food production already utilising about 4.9 Gha (global hectares) of the 10 Gha usable land surface available, a further increase in farming area without impacting unfavourably on what remains of the world’s natural ecosystems appears unlikely. The challenge is that an increase in animal-based production will require greater land and resource requirement, as livestock farming demands extensive land use. Over the past century, fresh water abstraction for human use has increased at more than double the rate of population growth. Currently about 3.8 trillion m3 of water is used by humans per annum. About 70% of this is consumed by the global agriculture sector, and the level of use will continue to rise over the coming decades. Indeed, depending on how food is produced and the validity of forecasts for demographic trends, the demand for water in food production could reach 10–13 trillion m3 annually by mid-century. This is 2.5 to 3.5 times greater than the total human use of fresh water today.


Reducing the current level of food waste, which on a global scale represents up to 50% of the 4 billion tonnes of food production every year, offers a significant opportunity for helping to meet the challenge of feeding the world’s increasing population, as well as conserving diminishing resources that could be utilised for other human activities. Finding those opportunities, however, requires an understanding of the pattern and scale of wastage. This varies as a function of economic development stage, since many factors affecting wastage relate to engineered infrastructure, economic activity, knowledge transfer and level of vocational training, rather than purely agricultural policies.

Rising world population, combined with improved nutrition standards and shifting dietary preferences, will in the coming decades continue to exert pressure for increases in the global food supply. Engineers, scientists and agriculturalist have knowledge, tools and systems that will assist in achieving increases, but their scale and success is dependent on the availability and affordability of a number of resources, many of which are diminishing. Currently, vast quantities of foodstuffs, estimated at 30–50% of total global production, are lost or wasted between the field and consumer. The pri mary cause of this wastage is inadequate engineering and agricultural practice knowledge, deficiencies in management skills, poorly engineered infrastructure in the form of electricity and potable water systems, and storage and transport facilities which are often not fit for purpose. Further wastage results from the commercial practices of modern supermarkets that demand cosmetically perfect foodstuffs and encourage the more-affluent consumers to purchase excessive quantities. Regardless of a nation’s stage in economic development, or where in the food chain the food is wasted, its loss is not a loss merely of the nutritious material itself but also of the land, water and energy resources that were expended in its production, processing and distribution to the point of loss. This makes the level of loss encountered in developed countries even more unsustainable, since much of the food that is casually thrown away by consumers has been transported right around the globe to reach that household.


I entered myself into the YCN Student Competition for Plan UK’s ‘Because I Am A Girl’ Campaign, as 1 in 5 adolescent girls around the world is denied an education by the daily realities of poverty, conflict and discrimination. Every day, girls are taken out of schools and forced into work or married off to strangers where they risk isolation and abuse. Missing out on school can mark the end of a girl having any chance over her own future. Girls have the power to help break the cycle of poverty with education, skills and the right support they can make choices over their own future and be a part of creating lasting change. An educated girl is less likely to marry and to have children whilst she is still a child, more likely to be literate, healthy and survive into adulthood, as are her children. Girls are more likely to reinvest their income back into their families, community and country.

The target audience is women ages 25-34 and the National Stress Awareness Day has revealed that these women are the most stressed in the UK as they have pressures of managing family, social and work lives including bills and fincances, relationships and are struggling to fit everything they need to do in a day. 2/3rds of women are experiencing an average of 208 stressful situations a year and are feeling the pressure much more than men, feeling more anxious and finding stress harder to cope with. It leaves women feeling irritable, tense and tired, feeling as though they are struggling to keep up with an ideal lifestyle. “People should relax and regain control... you should try to avoid stimulants such as technology or alcohol, particularly close to bedtime.” Neil Shah, Director of the Stress Management Society.


Professional women aged 25-34 are most likely to fall for an online scam as there are sneaky ways to carefully target individuals by tapping into their emotional needs, wants, habits, desires and vulnerability, which costs Britain £2,7 billion a year. The years between the ages of 25-34 may involve a lot of change for women, it may be getting married, having a first child or buying a first property. Women’s spending and financing means they have on average four cards and spend £103 a year in shoeshops and make an average of 143 payments in supermarkets over the year. 77% use internet banking, which is the highest number of online bankers and are the biggest users of cash. The rise of the ABC1 social grade and the subsequent increase in spending power has had a strong impact. A food trend is not just based on a higher affluence, but also on other factors such as greater awareness of health issues and ethical concerns relating to food.

Women shop more when emotions, both positive or negative are running high. A significant proportion of the women are said to go on a spending spree tp cheer them up and shopping provides these women with momentary pleasure, but also, for some long-term regret. Emotions seem to be both the cause and the consequence of spending money for many women. Money is inseperable from women’s relationships as they frequently spend more than they should on treating others or on trying to impress others. When relationships are not going well, shopping treats is a way of managing the emotional fall-out. This leads to more women likely to be in dept and women prefer tangible investments that they can see, such as property. The ability to regulate emotions is crucial for mental and physical wellbeing. 55% have few alternatives to shopping, or at least a lack of awareness of anything else in their lives that would do the job. 75% of women agree that they like to treat others so investing into someone elses future can make a huge difference.

PLAN UK Women can spend with power ensuring that spending decisions are made for the right reasons and not as a reaction to other pressures. Making spending decisions that take account of the bigger picture can fit in with womens life plans. This is about women facing up to what they owe and deciding how to pay it back. Women can help others who don’t have what they do, as they owe it to important women in society that stood up for womens rights. Now, more than ever, women need to take action for a secure future and not delay those all important decisions. Women are much more empathetic than men and are more social, being more proficient at all forms of communication, verbal and non. They are more socially skilled and better at spotting and ‘reading’ nuances in peoples reactions, behaviour and are generally more interested in people and relationships. Baby girls are more attracted to faces and maintain longer eye contact. Women have a different kind of trust than men, not so much ‘I will risk my life for you’ as ‘I will care for you’. It is said that all women need for bonding is a couple of chairs and a pot of tea. Women are better educated, more motivated and driven at this age, particularly valueing their friendships a great deal by investing time, commitment and emotion into them and expecting the same in return. Research indicates that this is mainly a generation of smart, independent and driven women- who do not- and don’t want to fit in the box. They need to be characterised as diverse while they have much in common, having been born in the 80s and experiencing their formative years, they are also very much individuals. The target consumer is based upon their engagement and participation in youth culture rather than on their chronological age, as they are trying to stay younger for longer. There are crimes against women that can neither be justified and there is only silence. In a world full of men there comes no answer from any corner to tell this greedy world that women are important, without them no country could be made and no nation could progress.


I wanted to make a newspaper that would create an emotional connection. Women love to learn, they love finding ways to make things better and more practical. They want solutions and are better equipped to deal with challenges. I needed to make sure that I was offering the potential female client something that is going to compliment her life and not something that will complicate it further. The idea was to keep it simple and get women on board. Women are connected to the world and it’s important to treat the target audience with respect and not to abuse their trust. Women trust women more than they trust brands so it’s important to keep the offer clear and the process honest. Designs that are feminine appeal to various cultures, subcultures and age groups of women worldwide. Women like scripted or handwritten fonts, it’s important not to go overboard and to use them effectively in the titles, subtitles headings or textboxes. The fonts need to be easy to read and attractive at the same time. The photos/images/graphical elements should be relatable and should evoke an emotional response. I used images where the subject in the image faces the viewer to make the female viewers feel more connected. Women don’t like technical jargon if the content is difficult to read, so they overall tone should be casual and not too formal, keeping the sentences simple and not too long or complex. Blue has a calming effect on women and prefer softer shades, such as pastel which gives it a feminine touch.


In Plan UK’s Project Pack they included Brand Guidelines informing to start the project off with ‘We Do What You Would Do’, which is Plans brand DNA and is based on the belief that people want to do good. This would provoke people into recognising that they can make a difference and that any contribution, big or small is valuable. I also included what Plan do, informing how Plan makes change happen with the support that they receive and explains the distinctive Philosophy and shapes the way they achieve that goal. The brand personality is intuitive, accountable, selfassured and passionate and a Plan supporter wants all children to have the rights and opportunities they’ve had. The personal benefit of supporting Plan should make them feel like they belong to a community of like minded people and boost their self esteem.

PLAN UK The information should be accountable, open and honest in how they use the donations, funding and support by sharing the impact with people who want to support Plan. Plans values are achieving positive change for and with children and focus on improvement and the future. It is also important to show how Plan is helping and the power of people. The challenges for girls living in poverty is that every day is a struggle as they don’t enjoy the same education, choices and opportunities as boys. No one bears the burden of poverty more than girls. Over the next five years, Plan’s ‘Because I am a girl’ campaign aims to directly impact the lives of four million girls, by making sure girls are at the heart of the decisions that shape their lives. It is the right, fair and smart thing to do and will help end poverty for generations to come. It is important that the message stays positive and that girls aren’t portraid as victims of poverty by focusing on end benefits. Throughout the newspaper I have spoken with one voice as the language needs to be a powerful way to make the brand memorable. Plan works to empower girls and give them opportunity to shape their own lives, ensuring girls have choices about school, careers and if, who and when they marry and have children. I also included that following an extensive campaign by Plan, in December 2011 the United Nations formally declared October 11 the International Day of the Girl. By recognising girls’ rights and valuing the contributions of young women everywhere, this new international day will strengthen Plan’s work to ensure more girls receive the education and support they need to fulfil their potential.


I used specific stories and projects, which make ideas and are more memorable than generalisms. Real insight and practical solution is important where possible as it helps win trust. I used ‘we’ as well as Plan to give a sense of personality and wrote passively not actively, looking for simple writing alternatives.

Photography is at the heart of the Plan brand, it’s the quickest most powerful way to show what they do and brings to life the child-centred approach. The shots need to be natural and capture a moment in time, showing the positive differences that Plan makes and imply the support of a wider community, not just individual children. I chose shots that show confident and proud people. Every shot should be real and not fabricated to show what Plan do in a simple but engaging way. The typeface I chosen for headlines is of a handwritten style, making the communication feel personal like it was written in the moment.


I used real life experiences of the girls Plan works with so that people can learn about the effects of female genital cutting on the lives of girls in Guinea, and how education is helping to bring an end to the practice. I also included Gifty’s experience, a 16-year-old girl from a Plan-supported community in Ghana, who recently visited Australia to take part in the ‘Because I am a Girl’ campaign. It is important to show that through Plans help, it has enhanced their understanding of the situation of girls in developing countries like Ghana and the difference that they can make in the lives of girls.


People can make a huge difference to the lives of girls around the world by supporting the ‘Because I am a Girl’ campaign. Just £5 per month can be the catalyst that helps a girl break the cycle of poverty and gender discrimination. With peoples support Plan can keep delivering practical solutions that help girls build themselves a better future. This helps show what peoples contributions can do.

Plan is part of a coalition of organisations aiming to raise the profile of International Women’s Day – which reached its 100th anniversary on 8th March 2011 – to ensure that the centenary is a catalyst for celebration and positive change. In July 2011, Plan UK and the Foreign Policy Centre foreign affairs think tank partnered to host a roundtable discussion forum at the House of Commons to mark the launch of their report “Breaking Vows: Early and Forced Marriage and Girls’ Education.” The event brought together academics, civil servants, parliamentarians, journalists, legal experts and NGOs to explore how policy-makers across UK Government departments and agencies might strengthen national and global alliances to increase the political priority given to the issue of child and forced marriage.


After working on a project for Plan, I was given a volunteer opportunity with Girlguiding to help girls aged 10+. Girlguiding is the leading charity for girls and young women in the UK. They are active in every part of the UK, giving girls and young women a space where they can be themselves, have fun, build friendships, gain valuable life skills and make a positive difference to their lives and their communities. They build girls’ confidence and raise their aspirations. They give them the chance to discover their full potential and encourage them to be a powerful force for good. I help out with guides, which are girls aged 10 to 14 who are given the chance to explore their individual skills and abilities and try out new challenges as part of a team. Girls can get involved in anything from adventure sports to performing arts, travel and taking part in community action projects

I also help with the Senior Section, which offers young women aged 14 to 26 the opportunity to develop their skills and abilities through a flexible programme which offers a huge variety of challenges, activities and opportunities for personal development.


Due to other projects going on, I ran out of time to enter the Forestry Commission England’s competition, but I had actually visited locations and planned to use the resources anyway. I continued to collect content for a guide and decided to focus on London’s ancient woodlands using the same target audience of 16-25 year olds. London is a very green city and woodland was the original habitat of much of London but now covers just 5% of the capital. Our experience to nature and the environment brings us relaxation, stress reduction and mental restoration. Relaxation and stress reduction brings faster recovery from stress in response to nature stimuli rather than a built setting. Woods and the trees are a vital component and essential to life. The almost magical, mystical quality of woods makes them a great place for relaxation and recreation. A walk in the woods can give anyone a feeling of peace and tranquillity. They stabilise the soil, generate oxygen, store carbon, play host to a spectacular variety of wildlife, provide us with raw materials and shelter, inspire our imaginations and our creativity.

General awareness of climate change was high amongst young people who participated in the FCE focus groups, nevertheless a number of misconceptions were evident. Few of the children and young people realised the total contribution of forestry to climate change, though they did see deforestation (globally and in the UK) as an environmental problem. They were concerned about climate change and typically thought that action is needed urgently. However, their concern was tempered by their perception that the effects of climate change would be felt elsewhere, their optimism that science and technology would find a solution, and their perception that other threats (e.g. the economic crisis) were of greater concern. So often described as our equivalent to the rainforest, ancient woodland is defined as a habitat of extraordinary continuity which stretches back hundreds and even thousands of years. Ancient woods therefore are fragile, highly sensitive to change and completely irreplaceable. Incredibly, 85% of what little remaining ancient woodland there is across the UK has no protective legal designation. Every day this precious woodland asset comes under threat.

ANCIENT WOODLANDS ‘Forests and fields and maybe lakes’ ‘No buildings, roads, cars or anything man made’ ‘Areas unmodified by humans’ ‘Ones that are either managed in a friendly way or left alone’

People and trees are entertwined by threads that reach back to our earliest experiences, as individuals and as a species. The need for nature in cities is an environmental issue. Unfortunately with young people far too engaged in electronic media, the gradual replacement of nature with virtual reality is not a good thing. We are familiar with the idea that people are spending less and less time in nature, but there is also an alarming lack of conscious awareness about the link between spending time in nature and its sustainability. Part of the answer may lie in understanding how we as humans perceive the natural world. I created a questionnaire and asked a few people what their perception of ‘natural environments’ were.

ANCIENT WOODLANDS London is well connected with buses, trams, trains and tubes and therefor it is easy to reach the woodlands in London as most young people said that getting there would be a problem as they live in the city. Most young people said that if they went to forests or woodlands, they would go for dog walking, walking with friends or hanging out, to relax or go for a run. In the guide I have encouraged walking, as people don’t have to spend a fortune on expensive gym memberships in order to get fit. It is a healthy, fun, sociable activity that young people can do with a group of friends and it doesn’t cost anything. It can be enjoyed by people of all fitness levels, whether they just fancy a gentle stroll or go for a run. It is also a great way of getting lots of invigorating fresh air and making the most of what the local area has to offer. I have named the guide ‘Whatever The Weather’ which includes photos of sunshine, snow and muddy weather.

Walking has a range of health benefits and as it is a low impact form of aerobic exercise, it isn’t as stressful on the joints as jogging or running. Because it is a cardiovascular activity, walking is very good for the heart and lungs, as well as helping to improve muscle tone and reduce body fat. Walking burns about 100 calories per mile, depending on the age, weight and how quick the pace is. Regular walking can reduce the risk of diseases such as cancer, heart disease and diabetes. Because it increases bone density, it can lower the risk of osteoporosis as well. Walking is also good for relieving stress, helping you sleep and improving your mood, as well as being an ideal form of gentle exercise if you are recovering from illness.


Ancient woodland is defined as land that has been continually wooded since at least 1600AD. From 1600AD, planting of woodland became more common, so woodland that pre-dates this is more likely to have grown up naturally. Some ancient woods may even link back to the original wildwood that covered the UK around 10,000 years ago, after the last Ice Age. Ancient woods are the jewel in our woodland crown. They are our richest sites for wildlife and are full of cultural heritage. Ancient woods are also some of our prettiest woodland - some have carpets of bluebells, wood anemones and celandines in spring.But, not all ancient woods are the same. They vary from the native pinewoods in the Cairngorms of Scotland to the moist and lichen-rich oakwoods of the Atlantic seaboard and the flower rich coppice woodland in south-east England. Ancient woodland is one of our richest wildlife habitats. It’s scarce and irreplaceable, covering less than 2 per cent of the UK. Yet, many ancient woods have been planted with non-native conifers to supply much needed timber for industry. Hundreds of thousands of hectares/acres of ancient woodland were converted to conifers between the 1930s and 1980s. Conifer plantations can produce dense, year round shade. This can cut out the light to surviving broadleaved trees and the delicate plants below, with damaging effects and loss of important habitats.


Humans have had a relationship with woods ever since the time of Neolithic man around 4000BC. This is when the first forests were first cleared for agriculture and later other woodland areas were harvested for wood through coppicing and pollarding or used as wood pasture to graze livestock, and sometimes as shelter. Today, woods still provide us with places for quiet reflection and relaxation and help improve the health of our body and minds. Many of these plantations on ancient woodland still have some surviving elements of the previous ancient woodland ecosystem. We need to take action to save what remains and build on it - and we need this process to start as soon as possible. Ancient woodland was the original habitat of much of London but now together

with Recent Woodland covers just 5% of the capital. London’s remaining ancient woods have a fascinating history and contain a rich variety of wildlife. Ancient woodlands such as those at Ruislip and Oxleas were once part of bigger areas of woodland used by local people for hunting, food gathering and for collecting wood, for making tools and fuel. Ancient woodland are those where the essential habitat components – trees, shrubs, ground flora, soils and animal communities - have more or less been present for at least 400 years (when the first accurate maps appeared). An ancient woodland may have had its trees felled (for timber) during this time, but if it hasn’t been ploughed or built on, there’s a good chance its ancient character is still present. There are a number of plants known as ancient woodland indicator species that characterise ancient woodland from Recent Woodland due to their poor ability of colonizing new ground. Dead wood is an important component, supporting a huge range of fungi, mosses, lichen and invertebrates.

ANCIENT WOODLANDS Ancient woodlands are home to a high diversity of fauna and flora. Springtime brings a carpet of bluebells to Bluebell Wood,. London’s ancient woodlands have largely become isolated and are now under threat from human-related pressures such as trampling, impacts from garden escapes and pets (dogs, cats), and even inappropriate tree-planting. The edges of these fragmented woodlands are also threatened by pollution from roads and development where bramble and nettle typically becomes dominant. A return to positive woodland management that includes coppicing is required to maintain these iconic woodlands with their wildflower carpets. Furthermore selective removal of nonnative species is required to prevent their spread.

With each layout of the woods I included a map of London and a marker to where the woodland was situated. This would act as a rough guide for the viewer to decide where they can get to or where they are local to. Each woodland tells a history of the site and what you can find there so that the reader is informed of its past and what you can find there in the present.




The travel information showed where the woodlands were situated and the nearest transport links to the place, which allows you to look up the place so one can enter in travel details to a mobile.


After being interested in preserving and protecting historic places and spaces, I was able to get an opportunity with the National Trust to work in one of their grand houses alongside the River Thames. Ham House and Gardens is rich in history and atmosphere and is mainly the vision of Elizabeth Murray, Countess of Dysart, who was deeply embroiled in the politics of the English Civil war and subsequent restoration of the monarchy. I am now working deep in the basement where I work with families that would like to get involved in art activities on weekends and during the school holidays.

Live Projects Term  

Live Projects and sustainable learning