Monotype

The aim of this brief was to help the audience believe in a cause of our choice using the power of typography.

In a relevant way it had to motivate and inspire people, essentially it had to make an impact. We decided to raise

awareness for the alcohol abuse charity sector. Our idea centred on using a ‘palindrome’, which is a word or

phrase that reads the same backwards as forwards. We chose to use the palindrome ‘Murder for a jar of red rum’

as the word murder connotes ‘abuse’ and red rum symbolises ‘alcohol’. Stylistically we chose to use black, white

and grey as our primary colours to reflect overall feelings on depression, death, aloneness, despair, and sadness – all

words that are often associated with alcoholics. Each letter had one element placed in red to signify blood. We

needed a supporting sentence so that the audience would understand why we chose to use a palindrome.

Therefore, we came up with ‘no matter which way they look at it the outcome is always the same’ suggesting

that it doesn’t matter what you say to an alcoholic they will choose to drink anyway.

In order to get our message across we had to think of a clever way to produce the work so that people would

understand that the sentence could be read both ways. As a result, we decided to create a concertina booklet as

the main focus point of our campaign. This would be a direct mail piece of advertising, if this charity isn’t relevant

to the reader the likelihood is they may know someone who could use help and would pass the booklet onto

them. This piece of print media would also be placed in a doctor’s waiting room.