Words and design for a better world.

This is how it's done:



I found this quite captivating. It's a perfect example of being brave about tone of voice. Poverty, AIDS, malnutrition, education... are these subjects about which we can be light - even funny - and still get the message across? This little video shows that not only is this possible, it can actually be the best way to get the message across.

I love the little "(dramatic pause)" title that comes up. It's a joke. Nothing else; no clever angle. Just a gentle little joke. In a message about AIDS and poverty. Then there's the light, conversational tone of the words. It's deceptively effortless.

What these touches do, of course, is engage you. Make you want to hear more. They open the door in your head and let the rest of the message in. (It doesn't hurt that the message is so clear, so potent and so intuitive, either.)

Lastly, of course, the words live in the graphic approach, and the graphic approach is inspired by the words. It's lovely to watch. So you do - and then you hear.

(Many thanks to Tim Rich, who posted about this inspiring marriage of writing and graphic design on the 26 message board.)