We’ve cracked open the Champagne already in 2011 after finding out that we have beaten over 100 other advertising agencies in the UK to win the Diva Magazine billboard competition. The competition brief was to create a a poster to promote the 2011 Endangered Species International Summit, which celebrates diversity and challenges the culture that teaches girls and women to hate their own bodies.

The competition required Red C’s Creatives to submit ideas for a billboard advert to communicate the Endangered Species’ message: save future generations of women and girls from hating their own bodies. Our winning entry will be seen at 11 sites across London for 4 weeks running up to the Endangered Species summit in capital on 4^th March. The sites have been given to Endangered Species and DIVA courtesy of global advertising company Clear Channel.

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Have you ever read Nineteen Eighty-Four? It’s about an everyman living under an oppressive totalitarian regime. The ‘proles’ are kept in a controlled state of poverty, living under almost constant surveillance and being ‘educated’ on a daily basis to believe in the inherent good of their government and the inherent evil of others. All in all, it’s a terrifying fiction. Well, if you can call it that. In fact, the regime in the novel closely resembles many real-life regimes of the twentieth century. And, much like the citizens of George Orwell’s dystopian world, the billions of human beings living under these govenments were mostly genuine and wholehearted believers. Their corrupt leaders successfully brainwashed  them into thinking they were living the good life, even while terrible things (war, poverty, oppression) happened all around them. There’s no denying it’s an impressive feat. Yet you can’t help but wonder: how on earth did they do it?

Consider Adolf Hitler for a second. Just how did a small man with a silly moustache convince a nation of perfectly ordinary people to revere his Nationalsozialist Party, to give erstwhile chums up to concentration camps and to greet the promise of aggressive war with arms wide open?

Through manipulative, powerful advertising campaigns – that’s how. He may have been a cold-hearted, hate-filled Nazi git, but Hitler was an undisputed master of propaganda.

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Ok I admit it, I’m a big Pearl Jam fan. And yes that may sway my opinion on their book of tour posters slightly. But on flicking through ‘Pearl jam Vs Ames Bros’, one thing becomes clear… the Ames Bros are incredibly talented and versatile when it comes to poster design.

Pearl Jam Vs Ames Bros brings together 13 years of tour posters from 1995 to 2007. Essentially the book is a lesson in how to market and promote one band in a multitude of styles. It also offers insights into the inspiration, concepts and process of poster creation… making it a must for any designer wanting to learn how to create an eye-catching poster.

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How do you change the behaviour of an audience that is quite literally stuck in their ways? An audience that has got to the age where telling them what they can and cannot do, will only result in the failure of the marketing message.

That’s the task we at Red C faced when Manchester’s NHS Primary Care Trust came to us with regards promoting responsible drinking to the ‘Over 50s’. At the time of briefing there were wide reports of what were known as ‘Saga Louts’, with Alcohol Concern reporting that more than one million over 65 year olds exceed recommended alcohol limits – a 75 per cent rise in women and a 31 per cent rise in men since the early 1990s.

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