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Case Study: MOVE OUR MONEY
Brief
Stefan Sagmeister met Ben Cohen, co founder Ben & Jerry's ice cream, shortly after Ben
sold the company and founded a nonprofit group, Business Leaders for Sensible Priorities,
consisting of a few hundred CEOs of large companies and smattering of military and
religious leaders.
Both men were speaking at a Technology Entertainment and Design (TED) conference in
California, where Cohen outlined his coalition's concerns, namely o bring about the
reduction of the Pentagon military budget from a level that was just 10% short of what it
was during the Cold War to something more rational. That would as Cohen pointed out, still
give them the nuclear capability to destroy every city in the wolrd fourfold. S recalls being
impressed with Cohen's aims and seriousness. "We met up in the room of Tibor Kalman
later on and immediately liked each other. We decided to meet up to talk further about
ways of lobbying tor the redistribution of military spending”
From these meetings emerged a Business Leaders initiative called MOVE OUR MONEY.
"MOM basically had only one, single goal: to cut 15 % of the US military budget and move
it over to healthcare and education. I thought this goal specifically remarkable, coming from
business leaders who you'd normally associate with Republican causes - this was not just
a bunch of hippies with a good idea and no way or means to achieve it”
Developing Strategies
Big Idea:
Information Graphics (charts)
Tone&Manner:
Simple, straight forward, colorful.
Media:
Alternative dan Ambient Media;
- novelties
- merchandise
- inflatables
- cards
- pens
- mugs
- pin
- bus
- moneymobile (piggy bank)