Rule29 was honored with the opportunity to create the 2nd annual report for Life In Abundance. LIA is helping to rewrite the tragic stories that typically come out of Sub-Saharan Africa. Through the organization’s work, new stories are emerging: communities are learning how to take care of themselves, locals are learning new skills, children are attending new schools, micro-financing programs are enabling individuals to start businesses, and communities are gaining the resources to take care of each other and reduce the spread of an uneducated populace. All in all, LIA is empowering change in the only way that matters (in our opinion) – through the creation of a holistic, sustainable model that brings permanent change to the communities affected.

This 2009 annual report, entitled “Empowering Change”, features articles and stories from 4 countries and surrounding areas that highlighted the struggles of each country, as well as powerful stories about incredible individuals that live there. Showing the actual empowerment of the surrounding communities was key in creating a successful piece. Through compelling stories and vivid photography (taken by our good friend Brian MacDonald), a very successful and enlightening piece was created.

For the cover, stylistically, we wanted to draw the viewer in with an incredible shot of the slums, partially from a distance. The large type that is rising from the horizon line was chosen to simulate the initiative to actually empower change within these communities. Throughout the annual there are 3 stories that feature hand written type on rough paper texture in order to remind us that these stories are coming from real people in the slums.

Life In Abundance now uses this powerful piece to highlight some of the remarkable work they do in Africa to donors, and their supporters.

How do you empower change?

For the last Creative Matters installment for 2010, we wanted to go out with some fun. This edition shows some of our latest online competitions, a cool new “custom design” handbag company, some new brand and cause related design, and one of our favorite web projects of the year. But don’t take our word for it – download now. Go grab your Santa mug, pour some egg nog, and take a peek.

:: Click here to download Creative Matters 26 ::

As with previous Creative Matters, please download the interactive PDF to click your way through via each hotlink, or simply scroll through it page by page (best viewed with the latest version of Acrobat Reader).

New things and creative reminders:

Check out our newly launched Rule29 Store and R29 Shorts pages

Don’t forget you can still “BE IN CHARGE”

And as our 10th year comes to a close, take another stroll down memory lane with the Rule29 TEN x TEN anniversary site currently highlighting ten projects from every year between 2000-2010.

We hope you enjoy the new newsletter, this holiday season, and have an amazing close to 2010!

Thanks,

The design monkeys from Rule29

There is nothing better than a group of people enthusiastically working together for a common purpose. If you have ever experienced this, you know the feeling. There is an energy in the air that promotes ideas, creativity and propels people into action. It’s addictive and life giving. It’s something we all hope would be a common occurrence at our companies. It’s what we daydream about and what we vision cast for. Life is better and the days seem to fly when this energy permeates your work place.

Of course not all days are like this.

If you feel your office needs a boost, a great way to start facilitating this type of atmosphere is by getting everyone involved in something for the greater good. Causes that help others in need has a magical way of bringing people together.

We like to do this a lot. Giving back is something we talk about frequently and do our best to practice.

Today we have a great opportunity to do just that. Across the world people are stopping to recognize and celebrate all of those who are fighting the battle against AIDS. As members of a global community it is so important to remember those who struggle with this disease daily and, if we are able, to make commitments to come along side them.

The following are some ideas and information that can help you brainstorm with your company about how you might be able to get involved.

Statistics
The fight against AIDS has been a long one with some unfortunately daunting statistics

More than 25 million people have died of AIDS since 1981.

In Africa over 14 million have been orphaned by AIDS.

It is estimated that more than one million people are living with HIV in the USA and that more than half a million have died after developing AIDS.

AIDS is not a discriminator of gender, religion or ethnicity and effects most everyone in some shape or form. It is one of the great fights of our generation, which means that each of us should take some level of responsibility in the care for its victims and the effort to stop it.

The follow are ways to learn more about the disease and get involved:

Educate
A great place to start is learning more. What do you know about AIDS and HIV? Do you know what your community has to offer those infected? Are there organizations in your area that support AIDS victims? Many of us live without the fear of AIDS and are not in constant contact with those who do, so educating ourselves in necessary to understand their hardships and how we can help. A website that is a great resource is www.avert.org

Support
With a little searching you can find organizations that you can partner with to support their work in caring for those with AIDS. Some really good ones you might want to check out are ONE.org, Life in Abundance, Avert, RED, and World Vision. Though AIDS does not discriminate, it is often the poor who are hit the hardest. Due to lack of education, cultural taboos and money those in poverty are more likely to contract the disease and be unable to receive proper treatment for it. Supporting organizations that support the poor is a great way to do your part.

Run
Team to End AIDS runs marathons in Chicago and LA, raising awareness and support for those fighting the disease.  If you are into fitness there are many organizations that support AIDS awareness and prevention by participating in races across the US. Check out your favorite organization to see what it has to offer.

Celebrate
Since the 80s there have been many successes in the fight against AIDS and HIV. According to the CDC, when PEPFAR was launched in 2003 “fewer than 50,000 people in sub-Saharan Africa were receiving life-saving antiretroviral drugs. Six years later, thanks to the efforts of Ministries of Health; the Joint United Nations Programme on HIV/AIDS (UNAIDS); The Global Fund to Fight AIDS, Tuberculosis and Malaria; PEPFAR; and public and private donors, approximately 5.2 million people in low- and middle-income countries are receiving these drugs.”

Be encouraged that the efforts being made are paying off.

If you know other organizations or information you have found helpful in fighting against AIDS please let us know about it!

If in talking to your office you find their passion is around another organization or cause, run with it. Like we said before, there is nothing quite like people working together towards a common goal. It’s your job to get on board and be amazed at what can happen.

You might be, without even knowing it…

Can apathy toward injustice hold a person as a captive, unable to make a difference? Or maybe it’s not the apathy, but the lack of information of how to truly help those facing harsh realities of poverty-stricken lands. Well, we’re about to find out.

Our good pal, author Kelsey Timmerman, has been taken hostage by his publisher, because of his indifference to injustice in Kenya. Since being “detained” to raise money to go serve in Africa, Kelsey has learned about Kibera, the largest slum south of the Sahara. Over 1 million people live on the outskirts of Nairobi in a slum where the average person lives without clean drinking water (read: mixed with sewage as there is only one latrine for every 100 people), without education (especially girls), and subject to gang tyranny, among other sad factors.

It’s time to do something.

Kelsey is hoping to raise enough money to partner with LIA, MacDonald Photography, and yours truly, to film a documentary about what can really change the situation: holistic community development through micro-enterprise. By giving people at the grass-roots level not only the dignity but also the practical necessity of having a stable, respected occupation, communities can change tremendously for the good of all. Together, we are hoping that this documentary will make the everyday American not only aware of the situation in African slums, but also of how to realistically help that situation change.

Want to escape apathy and help now? You can donate to the cause, learn more, help decide Kelsey’s fate by voting, or tweet this:
“Don’t be Held Hostage by Apathy! http://bit.ly/ae2XCA #apathyhostage”

Plus, all donors’ names will appear in the film credits. If you can’t wait for the release this fall, check out This is My Home, our first documentary about the street children of Ethiopia, and how LIA is working to bring hope into a desperate situation there.

Oh, and big props to our friends at Wiley and Relevant for helping us get the word out!

Every once and a while we get the privilege to work with an organization whose main function is changing the world for the better. Life In Abundance is one of those organizations. About 2 years ago we were introduced to LIA and ever since meeting them we have been cheerleading their cause, encouraging everyone we know to get involved with this amazing African based non-for-profit. Reflecting over the past 2 years it’s a little overwhelming to see all that we have done together. From revamping their identity to the near completion of a documentary (available for public purchase soon!!) it has been an exciting journey to see where we have been and where we have come. In celebration of the work we have done together, we wanted to take a look back at the evolution of the LIA identity.

The U.S. branch of Life In Abundance initially contacted us for a rework of their 8 year old logo. They felt that their current look did not speak well to the American donor and needed a mark that communicated hope and transformation and ideally also worked in Africa. They did like the bird element in their logo and asked that we look at a bird as a possible solution.

The logo LIA eventually landed on is shown above on the right. The bird in flight carrying the olive branch speaks to several of their goals of communicating peace, hope and the ability to rise above circumstances.

Below are the materials created to extend this mark and continue to communicate who LIA is as an organization and represent the people they serve.

Identity System

We reworked the Life In Abundance website and helped them develop their social media strategy and set up (this included their blog, Twitter and Facebook) so that they were able to create a community of people interested in getting involved with the work they are doing in Northeast Africa.

Also needed was brochures and print materials that could be handed out or sent to people interested in LIA.

Brochure (Recently became available in Kenya as well)

Newsletter

Boxes for Change Curriculum

Banners created for speaking events

In 2008 Rule29 went with MacDonald Photography and LIA to the slums of Africa to see first hand the work and the people LIA was committed to. From this trip a book was created in an effort to tell LIA’s story and put faces on the individuals and communities LIA supports. For additional support of the book we created a microsite where people can learn more and purchase the book. Click here to check it out.

From this trip we also developed a reel which was used at speaking engagements to introduce LIA to people.

In 2009 36 Point The Reflex Blue Show joined the cause and invited 3 creatives (Justin Ahrens, Steve Hartman, and Christine Taylor) to their studio to collaborate in efforts to raise awareness and support for LIA. Below is the result of their efforts. Click here to hear the show. Click here to check out the poster microsite.

We continue to work with LIA, further developing their brand and message, hoping to reach more people and encouraging others to get involved in this great organization. No only have we been able to make a global impact, but it has changed the way we look at and approach our work. Projects to look forward to this next quarter are 2 firsts for LIA, an annual report and the LIA documentary (you can read more about our journey in making the film here). We are excited to share these with you so please stay tuned! And as always tell us what you think and share with us any questions you have.

The day started off well, with a great breakfast of pancakes, Nutella and peanut butter cooked by our ever-so-gracious hosts. After filling our bellies and loading up the van once again with all of our equipment, we made our trip to the slums. I was especially excited for today because we would be following and interviewing Samrawit. We met Samrawit a couple days ago when she came to the LIA compound for English and math lessons. It was her who approached us. She was more than eager to practice her English and take pictures with the visitors. We saw it right away, this girl was smart and assertive. There was something special about Samrawit.

After talking with her guardian, it was agreed that we would be able to follow her to her home and then to her school so we could learn a little more about her and what her life was like.

Samrawit comes to the LIA compound because she is in the preventative program which helps at risk children that live in the slums of Addis. As we followed her to her two room home we learned a little more about what risks she encountered in her life.

The woman who cares for Samrawit had found her and her birthmother on the street when Sam was only 3. Wanting to do something for this homeless woman and her child, she offered to adopt Sam. Her mother agreed and Samrawit has lived with her ever since. Sam is her only child but the home is filled with an uncle, Grandma and the two of them. Her mother makes a living sewing and selling her creations in the market. This allows for Samrawit to go to school and keep the family fed.

When we asked her what she wanted to be Sam told us she wanted to be a doctor. She wanted to help those suffering with HIV and AIDS. We turned to her adoptive mother, “Do you think this is a realistic possibility for her?” With a strong sense of pride for her daughter she answered that she knew for certain that Sam could do anything she set her mind on. From where I stood I totally agreed. This fiery little eleven year old could do anything.

We talked more about her education and hopes for the future, then the conversation turned to the difficulties the family faced. Sam’s mother spoke of the dangers in the community, how she allowed Sam to go to school and the LIA compound, but then she would come home and they would spend their time in their tiny 2 room home. It was a sobering realization that though she expressed much hope and excitement about life, Samrawit’s life was not easy and she still had many larger than life obstacles to overcome to reach her dreams.

When the interview was done, it was time to go to school. The children in Addis are required to wear uniforms to school, a purchase which is sometimes difficult to make for some parents, often keeping their children from an education. Since Sam’s mother is able to sell her goods in the market she can afford this expense. Sam changed into her uniform, grabbed her backpack and set off winding us through the streets to her school.

The school was large and full of children playing in the courtyards. A game of volleyball paused as we entered the gates, curious about the visitors with cameras. We walked with Sam to her class and then left after a couple shots in her classroom. It was good to see that the children of the area had a school to go to, though as we returned to the LIA compound I could not help but notice all of the kids still roaming the streets. I wondered how their lives would turn out compared to those inside the school gates.

The rest of the day was filled with shots of the area and textures of the city. We were able to get access to one of the taller buildings in the city and film from their balconies. The view was beautiful and tragic as the hodge-podge tin roofed homes seemed to stretch on for miles. We watched as women in colorful scarves moved through the dirt streets going about the business of their day. The contrast was striking and sobering, such vivid color amidst the drab, dark metal and dirt; such deep hope and bright dreams against a battered, forsaken background. Samrawit; a beautiful girl with elephant sized dreams living in a place that had little to offer her, but loving a God who owns the world.

We stood on the balcony looking over the city memorized by the beauty and tragedy, living, coexisting side by side.

To hear more of Samrawit’s story and many others keep posted for the LIA documentary coming this fall!
For past posts about our Africa trip, check out the following links: Journey to Africa, Day 1 & 2, Day 3, Day 4,  Day 5, Day 6, Day 7 and Day 8.

If the harsh reality of life for kids on the streets of Addis Ababa had not become painfully apparent to us before, it was now. Meeting the children under the garbage bags and seeing the drunken, strung out adults they were destined to be was painful in a way that challenged prejudices and theories I didn’t know I had. It was with a mix of sadness and anticipation that the rest of the group headed out the next night.

The goal of this midnight venture was to meet and hopefully talk to some of the girls and young women who called the streets home. The night before the children the team had met were just a part of the stories of the streets. We were told that many girls who start off on the streets go into prostitution as a way of supporting themselves. We went out that night in hopes to hear their stories.

Dereje and our LIA driver Teddy, met up with us at the house. We gathered our equipment and Brian, Tony, Brandy, Rebecca and I piled into Teddy’s truck to head into the Merkado. We had been told the night before was eerily quite except for the dogs. Tonight was much different. Barcelona had just beat Manchester United in soccer and everyone in Addis seemed to be celebrating. As crowds of inebriated patrons stumbled out of bars and onto the streets we realized that any chance of not drawing attention tonight was probably out of the question. Suddenly I felt a lot of comfort in having 2 police officers along for the ride.

Dereje had decided it would be best if he talked to the women first, asking their permission to be filmed and then invite us over once they had agreed. We would sit in the truck waiting until given the go ahead. Sitting in the streets of the Merkado in the middle of the night trying not to be noticed was fairly easy as it was so incredibly dark, the only light coming from our headlights and the occasional bar.

The first women we met were 17 and 22. One of them had a small child that was being watched by a neighbor while his mother worked. Their eyes shifted from us to the streets and back again as we asked questions and Dereje interpreted.

They told us about where they had come from, usually a rural town several hours outside Addis. The stories were sadly similar; they had run away because of abuse by a family member. They had come to Addis for work and a better life. Unfortunately what they had found was more sadness. Each girl told us of the difficulty in finding work, being unable to find a sponsor (something Ethiopian law requires of women to be employed) or being passed over for manual labor in favor of a stronger boy. Eventually, in desperation and hunger, they turned to prostitution as a way to survive.

When a girl in Addis sells herself she is able to make up to the equivalent of $5 a night. This money allows her to rent an apartment, get food and potentially pay for childcare. Fear of HIV and disease is very real, but more immediate is the need for food. So each night these girls take the risk.

It is on their faces that you can see the toll this lifestyle. Many of the girls expressed a wish to leave this profession in a couple years, hoping to open a shop were they would sell bakery goods and tea. This seemed a lofty dream as we stood talking in the dirt and grime of the night, but I found myself hoping and praying that it would come true; that these young women would be able to continue to muster up the hope that life would get better.

When we returned to the LIA compound later that night I was reminded again that there are people here who care about these girls and their dreams too, and more importantly a God who cares and loves them more than any of us ever could. In the midst of my sadness for the devastating realities of this world, I felt that we had done something good. We are able to tell the stories of people who otherwise have no voice. Giving faces and stories to statistics and hopefully making a difference in lives that are just as important as yours or mine.

For past posts about our Africa trip, check out the following links: Journey to Africa, Day 1 & 2, Day 3, Day 4, Day 5, and Day 6.

Day 5 in Africa…

Day 5 began early for a few of us who went to film Dereje’s goodbye and trip back to Addis. Dereje usually leaves much earlier on Monday mornings due to construction, but since he was going to ride back with us today, he was more than happy to depart from his family a little later.

At 6 am we made our way through the sleepy streets of Debre Berhan passing the morning commuters still wiping the sleep from their eyes. Dereje’s neighborhood much the same; quiet with only the sounds of a lone rooster and tiny birds filling the morning air. It was a gorgeous morning.

Dereje’s goodbye to his family was sweet as much as it was heart breaking.  As he kissed his children goodbye, the youngest son Yosef, began to cry, knowing he wouldn’t see his father for another 5 days. They hugged tightly and whispered to each other and then Dereje placed one bur (Ethiopian currency) in Yosef’s little hand. Yosef smiled and hugged his dad one last time before we loaded up the van and pulled away.

The rest of the day was dedicated to travel and then some filming when we arrived back in Addis. It was to be a 3 to 4 hour trip back with the occasional stop to film the country side. This was the plan.

But in Africa, plans change. A lesson, if we had not learned already, we got another session in shortly after leaving Debre Berhan. The first flat tire was not really a surprise. After passing 2 other debilitated vehicles it was not much of a shock that we would be joining their ranks. What was a surprise was the sliding door that no longer opened, making exiting the stuffy van fairly difficult.

Some benefits of having to stop and fix a tire was that we were able to meet a local farmer plowing a field with his ox, enjoy the stares of local travelers curious as to why there was a van full of Americans on the side of the road and we also were able to witness J.J. exiting the van via a small window. A feet none viewing will soon forget. (Here are some pics of this great experience!)

After about an hour we were on our way again. The rest of the trip continued without incident. We stopped twice to get a new tire and then again to repair the sliding door. When we finally arrived back in Addis we were tired and hungry and slightly frustrated to discovered yet another flat tire. This trend actually continued 2 more times before the van was back in working order.

Exhausted and a little tired, we returned to the LIA compound to film young Fikadu, a former street kid who had gone through the Street Kids program with LIA and now earned enough money to rent a place with 2 other boys. He took us to his home in the crowded slums. It was a unique experience, standing out so much in an unfamiliar place.

Filming Fikadu’s home was a great experience. We looked forward to working with him more in the upcoming days.

We left his home after dark and returned to the LIA house excited for a warm meal and a cozy place to sleep, wondering how the plans for the following days would actually turn out.

For past posts about our Africa trip, check out the following links: Journey to Africa, Day 1 & 2, Day 3, and Day 4.

Today’s post continues the stories from Africa. Enjoy!

The third day of our trip took us to a town 4 bumpy hours outside Addis. A few members of the team took the bus with our new Ethiopian friend, Dereje, the others roughed it in the van; a vehicle which apparently does not handle rough roads as well as an Ethiopian bus, a discovery we would later make on the trip home.

The reason we decided to make this trip was to get a better idea of what life is like for Dereje. Each Saturday morning he makes the trek back to his home in Debre Berhan to spend the weekend with his family (which consists of his wife he affectionately calls Mimi and 4 children; Yapsala 13 (who is adopted), Shilo 10, Yosef 3 and Rose who is 3 months. Our hope in joining him on his journey was to record his reunion and learn more about what life is like for his family during the week when he is working in Addis.

Debre Berhan is one of the oldest cities in Ethiopia and also one of the first places LIA came when they started programs in Ethiopia. When we arrived the town was bustling; streets filled with rickety horse draw carriages, load bearing donkeys, people selling all sorts of goods and many many automobiles racing down the dirt covered roads.

The sites and fresh smells of this busy town were quite the welcome contrast from the exhaust filled streets of Addis. Like many rural towns verses urban cities, Debre Berhan boasted of open spaces and fresh air for its residents, luxuries Addis could not offer. We began to see why Dereje’s family would want to plant their roots here.

Filming Dereje reuniting with his family was a great experience, and not much unlike seeing a father arrive home to his wife and children after a long business trip. There were hugs and kisses and smiles and rapid talking about how everyone was, and then lunch.

The rest of our day was filled with laughter, eating delicious homemade injera and tibs, participating in the Ethiopian coffee ceremony, filming the family sitting together and talking about their lives and chasing Yosef (Dereje’s high energy 3 year old son).

After a long day of traveling, eating, filming and sharing stories from our lives, we tucked ourselves into our small motel beds and looked forward to what the next day might bring.

Everything is packed (well, almost). All the equipment and bug spray has been purchased. Long labored over plans are in place. At 11:32 am, central time, Wednesday morning the long planned and discussed trip to Ethiopia begins!!

After 3 layovers and over 20 hours of travel and more than a couple thoughts of ‘are we there yet?’ the Rule29, MacDonald Photography and LIA crew will arrive in Addis Ababa, Ethiopia and set up camp to begin the process of capturing the stories and lives of the people that LIA serves everyday.

The project we are working on is LIA’s very first documentary. With the help of our partners and some good friends, we will be spending the next 10 days watching, listening and searching for what it is that makes these people and the LIA organization so unique. All of this in efforts to create a film that will educate about the work LIA is doing for communities in Northeast Africa.

Part of the time we will be following an LIA trainer, Dereje, who leaves his family every week to work with orphans and vulnerable children in the city. We are hoping to learn what life is like for these kids who have to survive on the streets. And also what life can become when LIA is able to help.

Make sure to keep posted as there is so much more to come!