Medium and message: Age Concern England

Age Concern England created plastic cubes displaying its core objectives for its staff to keep on their desktops.

Age Concern England has come up with an innovative way to remind staff about its core objectives. About 1,500 employees have been given colourful plastic cubes measuring four inches square. The cubes have objectives, such as "prevent poverty and maximise income in retirement", printed on each of their sides.

The charity chose the design to create a lasting reminder for its staff of what it is trying to achieve.

"We were looking for something unusual that would capture people's imagination," says Richard Deeks, brand manager at Age Concern England. "We wanted something that would inspire everyone across the organisation. One of our key design criteria was longevity. We wanted something that people could keep on their desks."

The cubes, which are supplied flat, are made from polypropylene, a durable and rigid material both sides of which can be printed upon and which is easy to fold. Age Concern put the spare off-cut material to good use by creating coasters that carry its message and which are used in its offices.

Deeks believes the cubes have already had an effect on staff motivation. "It has had the desired effect of galvanising our people," he says. "Everyone is pulling together to make an even bigger impact on older people's lives."

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