Owning the debate
BCS – The Chartered Institute for IT is an organisation with 68,000 members in 150 countries helping to make computing better for everyone. BCS supports people working in the industry, engaging audiences with the latest thinking, developments and issues in IT.
To reinforce BCS’ standing as the authoritative forum for discussion, ASHA created a campaign around three main areas where IT is impacting society – Ethical use of Data, Artificial Intelligence and Cyber Crime.
By questioning the trust we place in the technological systems controlling the world around us, and seeding the idea that the ‘truth’ is fluid, subjective and open to interpretation, the campaign encourages us all to engage with the debate and help shape a better future.
The campaign was rolled out in online applications that had a specific relationship to the topical issues, for example, a screensaver that is suddenly interrupted with a disconcerting message: “Trust your password?”
Additional applications used tangible products and objects to make appropriate reference to specific areas affected by computing such as online dating (a box of chocolates), financial forecasting (balloons – inflation) and safety systems (lift doors).
Copy was tailored to suit different audiences including IT leaders, industry professionals and members of the public. The campaign highlighted BCS’ role in owning the debate through which the industry is navigating a rapidly changing ethical landscape.
The visual approach was deliberately stripped back, using ‘systematic’ layout with a black and white colour palette. The blocked layout alludes to redacted passages of text and covert messaging, giving it a secretive, subversive appearance.