Last fall, Adbusters and six design magazines printed First Things First 2000. An updated version of a 1964 declaration, FTF 2000 states that too much design energy is being spent to promote pointless consumerism, and too little to helping people understand an increasingly complex and fragile world. It was signed by 33 high-profile designers, and has since been signed by hundreds more.

First Things First 2000 had a simple aim. We wanted it to provoke debate. Lulled by the economic boom, design has shown little inclination of late to consider first principles. We figured that if we gave it a big enough push – high-profile signatories, co-publication in several magazines – it stood a good chance of grabbing attention.

The response is tremendous. The manifesto’s message clearly taps a deep need. Seven months after its launch, the campaign continues to roll. Scores of letters – supportive, angry, perplexed – have poured in to Adbusters, Emigre, and the other magazines. Some are outraged at the signatories’ nerve. Others want to know how they can add their names to the cause (easy answer: click here).

Around the world other magazines are publishing the text. Design Week and Creative Review in Britain; I.D., Print and Communication Arts in the U.S.; Idea in Japan; and, belatedly, Germany’s Form. Public events have been organized by the American Institute of Graphic Arts, the British Design History Society, and the design Biennale in Brno. The manifesto is being debated everywhere in design schools, and Ken Garland, who wrote the original, reports that even if he doesn’t bring it up, as a visiting lecturer, the students invariably do.

The issues are out in the open. The question now is: what next? Let us know: editor@adbusters.org

- Rick Poynor

MANIFESTO 1964
Original version - written by Ken Garland, London, 1964.
Published in Adbusters magazine (Autumn 1998, pg. 22).

We, the undersigned, are graphic designers, photographers and students who have been brought up in a world in which the techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable means of using our talents. We have been bombarded with publications devoted to this belief, applauding the work of those who have flogged their skill and imagination to sell such things as: Cat food, stomach powders, detergent, hair restorer, striped toothpaste, aftershave lotion, beforeshave lotion, slimming diets, fattening diets, deodorants, fizzy water, cigarettes, roll-ons, pull-ons, and slip-ons. By far the greatest time and effort of those working in the advertising industry are wasted on these trivial purposes, which contribute little or nothing to our national prosperity.

In common with an increasing number of the general public, we have reached a saturation point at which the high pitched stream of consumer selling is no more than sheer noise. We think that there are other things more worth using our skill and experience on. There are signs for streets and buildings, books and periodicals, catalogues, instructional manuals, industrial photography, educational aids, films, television features, scientific and industrial publications and all the other media through which we promote our trade, our education, our culture and our greater awareness of the world.

We do not advocate the abolition of high pressure consumer advertising: this is not feasible. Nor do we want to take any of the fun out of life. But we are proposing a reversal of priorities in favour of the more useful and lasting forms of communication. We hope that our society will tire of gimmick merchants, status salesmen and hidden persuaders, and that the prior call on our skills will be for worthwhile purposes. With this in mind, we propose to share our experience and opinions, and to make them available to colleagues, students and others who may be interested.

Signed by : Edward Wright, Geoffrey White, William Slack, Caroline Rawlence, Ian McLaren, Sam Lambert, Ivor Kamlish, Gerald Jones, Bernard Higton, Brian Grimbly, John Garner, Ken Garland, Anthony Froshaug, Robin Fior, Germano Facetti, Ivan Dodd, Harriet Crowder, Anthony Clift, Gerry Cinamon, Robert Chapman, Ray Carpenter, Ken Briggs.

MANIFESTO 2000

WE, THE UNDERSIGNED, are graphic designers, art directors and visual communicators who have been raised in a world in which the techniques and apparatus of advertising have persistently been presented to us as the most lucrative, effective and desirable use of our talents. Many design teachers and mentors promote this belief; the market rewards it; a tide of books and publications reinforces it. Encouraged in this direction, designers then apply their skill and imagination to sell dog biscuits, designer coffee, diamonds, detergents, hair gel, cigarettes, credit cards, sneakers, butt toners, light beer and heavy-duty recreational vehicles. Commercial work has always paid the bills, but many graphic designers have now let it become, in large measure, what graphic designers do. This, in turn, is how the world perceives design. The profession's time and energy is used up manufacturing demand for things that are inessential at
best.

Many of us have grown increasingly uncomfortable with this view of design. Designers who devote their efforts primarily to advertising, marketing and brand development are supporting, and implicitly endorsing, a mental environment so saturated with commercial messages that it is changing the very way citizen-consumers speak, think, feel, respond and interact. To some extent we are all helping draft a reductive and immeasurably harmful code of public discourse.
There are pursuits more worthy of our problem-solving skills.
Unprecedented environmental, social and cultural crises demand our attention. Many cultural interventions, social marketing campaigns, books, magazines, exhibitions, educational tools, television programs, films, charitable causes and other information design projects
urgently require our expertise and help.

We propose a reversal of priorities in favor of more useful, lasting and democratic forms of communication - a mindshift away from product marketing and toward the exploration and production of a new kind of meaning. The scope of debate is shrinking; it must expand. Consumerism is running uncontested; it must be challenged by other perspectives expressed, in part, through the visual languages and resources of design.

In 1964, 22 visual communicators signed the original call for our skills to be put to worthwhile use. With the explosive growth of global commercial culture, their message has only grown more urgent.
Today, we renew their manifesto in expectation that no more decades will pass before it is taken to heart.

Signed by: Jonathan Barnbrook, Nick Bell, Andrew Blauvelt, Hans Bockting, Irma Boom, Sheila Levrant de Bretteville, Max Bruinsma, Siân Cook, Linda van Deursen, Chris Dixon, William Drenttel, Gert Dumbar, Simon Esterson, Vince Frost, Ken Garland, Milton Glaser, Jessica Helfand, Steven Heller, Andrew Howard, Tibor Kalman, Jeffery Keedy, Zuzana Licko, Ellen Lupton, Katherine McCoy, Armand Mevis, J. Abbott Miller, Rick Poynor, Lucienne Roberts, Erik Spiekermann, Jan van Toorn, Teal Triggs, Rudy VanderLans, Bob Wilkinson.

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