October 2012 saw us stand tall against beige words. We’d grown weary of the sheer amount of fruitless copy and vacuous clichés that had bludgeoned their way into our eye line; with words that conjured little more excitement than a tin of cold mushroom soup.
So, we decided it was high time to do something about it. We wanted to remind everyone of the potency of prose and rekindle an appreciation for the kind of words that can change things, can make you smile, cry, think, or simply want to create.
The gauntlet had been thrown down and our self-initiated challenge loomed heavy; Fight Word Poverty had begun.
We created a month-long pop up online space to fight the case for impactful words and powerful ideas. At www.fightwordpoverty.com, every other day throughout October we championed the awe-inspiring ways that well thought-out words could challenge, inspire and feed our hungry minds.
We dug deep online, in books, in film, on the hunt for words and ideas that made our hairs stand on end. Next we poured these drop by drop into the website, specially designed by Venn Creative. Emphasising the value on craftsmanship, perfectly letterpressed invitations then went out to contacts old and new, inviting them to visit the space, find out more, join the fight and be inspired.
Every other day throughout October we championed the awe-inspiring ways that well thought-out words could challenge, inspire and feed our hungry minds.
We had no limits or restrictions – great writing from all walks was what we were looking for. We had words that heralded the advent of recorded speech, with the haunting tone of Lord Tennyson himself reciting his much celebrated poem ‘The Charge of the Light Brigade’. We praised punchy delivery with slam poet Buddy Wakefield, and published extracts from master wordsmith Gay Talese‘s 1966 article Mr Bad News, that had never before been seen on the internet.
For our final week we put out a call for contributors to get involved. The 29 October saw names such as Little White Lies editor Matt Bochenski and Green Wing writer James Henry tell us about their all-time favourite film quotes; where the 31 October saw contributors including The Do Lecture’s David Hieatt and Eden Project founder Tim Smit sharing quotes, with everything from rule-breaking letter writing to evocative employee welcome letters.
Our aim was to get people talking and thinking about great words in all their guises. And we found fresh inspiration in the process. A job well done.