PASSIONPASSIONIn order to be the best at what you do you need passionAt TOTEM our passion is design
TOTEM is an award-winning visual communications agency recognised as
a leading specialist in design services Wersquore an innovative versatile and
progressive company with a true passion for our craft and a reputation for
delivering successful creative solutions
From small projects to complex campaigns we believe that design always
matters So no matter what it is you want to say or who you need to tell
TOTEM has the expertise the experience and the inspiration to ensure your
message is communicated both effectively and with style
COMPANY PROFILE - WHO WE ARE
TEAMTEAMOur Team
Aaron Cartlidge Senior Designer
Caroline Linenihan Administrator
Doireann de Faoite Senior Designer
Geoff Cowan Freelance Designer
Colin Byrne Creative Director
Susanne McCabe Sales Executive
Maeve Phelan Studio Manager
Each member of the TOTEM team has specialist skills and knowledge with expertise in a very wide range of marketing communications disciplines It means our collective capabilities as a company are much more than the sum of our parts and enables us to provide virtually any solution our clients ask us to deliver From video film and print management to graphic design designing or the web and creative concepts for advertising we can take care of it With confidence and creativity
DECADECOMPANY PROFILE - WHO WE ARE
DECADETOTEM is 10
raquo TOTEM was established in June 2002
raquo We currently employ 6 people in our home ndash a contemporary design studio on Dungarvanrsquos West side
raquo Over the last 10 years we have grown and evolved into the South Eastrsquos leading design studio
raquo During that time we have really enjoyed the opportunity to work with and help great clients
raquo Wersquore excited about turning 10 and look forward to working with new and existing clients over the next decade
CELEBRATING
A DECADEOF DESIGN
2002 - 2012
CELEBRATING
A DECADEOF DESIGN
2002 - 2012
BRANDCOMPANY PROFILE - WHO WE ARE
BRANDraquo At TOTEM we listen to our clients and really get to understand their organisation and what audiences they want to reach
raquo We take a holistic approach with every job no matter how small to insure it fits with the overall organisation vision
raquo Good design helps you tell your story which delivers trust the bedrock of modern branding
raquo Branding when done correctly will differentiate your organisation in todays cluttered marketplace
raquo This has never been more important than in todays economic climate
TOTEM ndash A Brand Led Design Studio
CLIENTSCOMPANY PROFILE - WHO WE ARE
CLIENTSSome Of Our Clients
COMPANY PROFILE - WHO WE ARE
AWARDSAWARDSSeptember 2011 Logo Lounge 7 An international publication of 2000 logos selected from 33000 world wide entries
The brand identity for the White House will be published in Logo lounge 7 which is due to be released early in 2012
November 2009 Irish Design Effectiveness Award from Design Business Ireland (DBI) raquo Gold Award for the Tannery website
January 2009 Hospitality Sales Marketing Association International Award [HSMAI] TOTEMrsquos design for the Cliff House Hotelrsquos brochure was the winner of the category Best Hotel Brochure ndash Individual Property
November 2008 Irish Design Effectiveness Award from the Graphic Design Business Association (GDBA) raquo Silver Award for the Waterford Festival of Food branding and marketing materials raquo Silver Award for the design and implementation of the Cliff House Hotel website
September 2008 Logo Lounge Emo Oilrsquos brand identity for Emo E85 was published in Logo Lounge 5
November 2007 Graphis The International Journal of Visual Communication Gold award for the design and implementation of Alan Dalton Goldsmith brand identity
November 2007 Irish Design Effectiveness Award from the Graphic Design Business Association (GDBA) raquo Gold Award for ldquoMy Life Storyrdquo a life history book designed from the Alzheimer Society of Ireland raquo Silver Award for the design and implementation of Crews brand identity
November 2006 Irish Design Effectiveness Award from the GDBA raquo Overall lsquoGrand Prixrsquo Winner for YouGetItBackcom raquo Gold Award for the design and implementation of the YouGetItBackcom Brand Identity raquo Silver Award for the design and implementation of the YouGetItBackcom Point of Sale
November 2005 Irish Design Effectiveness Award from the GDBA Bronze Award for the OrsquoShea | OrsquoToole and Partners Corporate Identity
September 2003 Irish Design Effectiveness Award from the GDBA raquo Silver Award for the Student Counselling and Development [SCampD] Corporate Identity a department in UCC
Some Of The Awards Wersquove Won
COMPANY PROFILE - WHO WE ARE
ADDED VALUEADDED VALUEWhy Choose TOTEM
We believe that good design increases market share adding to your bottom line
We do this by listening Really listening Which allows us to understand your business ndash what makes it tick and where you need to go
Then we use design to link strategy and creativity by shaping ideas to become practical and attractive propositions for your consumers
These ideas will differentiate you
Our holistic approach and design versatility allows us to roll out these ideas consistently across every customer touch point ndash online and offline
TOTEMrsquos high level of customer service means we deliver our projects on-budget on-time every time
Finally the service we provide is good value for money and delivers a genuine return on your investment
This end result
starts here
SELECTED WORKTHE K CLUB
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
CASE STUDYTHE TALL SHIPS RACES WATERFORD 2011
The Big Idea ndash A Quayside OdysseyThe high seas have always offered the promise of adventure and an opportunity to experience people places and ideas beyond the realms of our own every day existence Any voyage aboard a tall ship now as then gives us the chance to set off on an epic voyage of self discovery and adventure
But what happens on the quayside As a very special gathering of the fleet the Tall Ships Races still offer us a unique chance to experience something completely different ndash even though
we may never set sail We get to explore new things see rare and beautiful sights tall ships at close quarters meet new people and learn a little about the worldMusic crafts food fireworks people dancing FUN FUN FUN and the ships themselves all pay their part in making our journey through the Tall Ships Race very very special indeed It becomes our very own QUAYSIDE ODYSSEY ndash from Rice Bridge to Reginaldrsquos Tower
Tall Ships Races Waterford 2011 ndash Irelandrsquos Biggest Quayside Party
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Reflecting the energy vibrancy and diversity that the Tall Ships Race brings with it this brand identity creates high impact in its colourful representation of this very special event in Waterfordrsquos 2011 calendar Using a strong festive colour palette to create a fun family friendly feel it
celebrates the coming together of cultures crews and communities 3 distinctive intersecting sail shapes unify to create a singular dynamic Tall Ship iconA strong solid slab-serif font is used to compliment the fluid sail shapes and to clearly identify the location Bluersquos are used in the
text to create some county pride A sense of the fun excitement and energy of this unique festival is encapsulated within this identity which was integrated into all marketing collateral making a striking and memorable brand
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Brand Identity
TOTEM applied the brand identity to a variety of marketing materials from the 106 page A5 Official Programme to the multifunctional Corporate Folder and 5 Sales Inserts which were pitched at securing different levels of sponsorshipA variety of other items were also designed such as postcards menus buntings door stickers and banners
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Marketing Literature
The Tall ShipS RaceS2011 WaTeRfoRd
Official SOuvenir BrOchure
30 june ndash 3 july WATERFORD CiTy iRElAnDSail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE
E50
0
feSt
ival P
rice
OnlY
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
A 48 sheet poster on a mobile ad-van was used in Hartlepool UK the closing destination for the 2010 race to advertise that Waterford would be the start of the Tall Ships Race for 2011In the run up to the race national 48 and 96 sheet posters were used to promote the eventIrelandrsquos largest poster ndash 120 feet wide ndash hangs on Waterfordrsquos North Quays which was used to promote the race to the local people in the 12 months leading to the event It is now used to commemorate the wonderful occasion that was Irelandrsquos Biggest Ever Quayside Party
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Outdoor Advertising
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
30 june ndash 3 july 2011 W A T E R F O R D c i T yw w wWate r fordTa l l Sh ip s R a c e ie
ThE TAll ShipS RAcESP r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
If you love to party then Waterford is the place to be this summer Wersquoll be celebrating the start of an epic sea voyage with fRee live music on the quayside of Irelandrsquos oldest cityWith four days of great entertainment street parties and exciting food stalls therersquos no better excuse for a daytrip So shake a leg Tell your friends and family and get on boardSail Training
International
Presented by Szczecin
THE T
ALL SHIPS RACESfood amp cRafT vIllageS
STReeT TheaTRe
lIve muSIc
gReaT value ShoppIng Waterford Institute of Technology
shake alegat I R e l a N D rsquo s B Ig ge st e V e R qUaYsIDe PaRtY
The primary format for the press ads was a 3 column wide advert that was the full height of the publication [next page] This distinctive shape helped the ad to stand out while also subtly reinforcing the lsquoTallrsquo aspect of the eventThese ads were then amended for a variety of shapes ndash Irish Times front and back page Solus [above] and a reverse L shaped advert [above] for GO the Travel Supplement from the same paper
Press Advertising
All AboArdFOR IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
In July 2011 the worldrsquos most beautiful ships will set sail from
the city of Waterford to embark on an epic sailing race Join us as
we celebrate four days amp nights of fantastic entertainment fun food
and fireworks Tell your friends and family to come home and experience the magic Get on
board and support the festival
Call to the Race Office at 41 The Quay Waterford
or visit
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
WaterfordTallShipsRaceie
shake alegAT IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
If you love to party then Waterford will be the place to be during the
summer of 2011 Wersquoll be celebrating the start of an epic sea voyage with
live music and free concerts right on the quayside Join us for four days
of great entertainment theatre and street parties So shake a leg
Tell your friends and family and get on board
Call to the Race Office at 41 The Quay Waterford
or visit WaterfordTallShipsRaceie
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
WaterfordTallShipsRaceie
shiver metimbers
In June 2011 a spectacular carnival will light up the quayside as the worldrsquos most beautiful ships set
sail on an epic sailing voyage from Waterford city Four days of parades
pageantry and performers will colour the streets as we celebrate
this unique festival and atmosphere on Waterfordrsquos quayside
Tell your friends and family and get on board
Call to the Race Office at 41 The Quay Waterford
or visit
ITrsquoS IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
TOTEM conceived and directed a 30 second TV advert that was aired on the RTE channels for the month of June in the run up to the event We worked in partnership with Nemeton TV who did the production work on the advertSome of the final story board is above and the actual 30 second ad is an mpeg file that accompanies this pdf
TV Advertising
Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency
Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd
Testimonial
SELECTED WORKDOWN SYNDROME IRELAND
SELECTED WORK - NON PROFIT
One of them will have a happy childhood find love and get a well paid job
The other one will too
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 5 15032012 0914
SELECTED WORK - NON PROFIT
Hello My name is JamesAny chance of a cuddle
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 1 15032012 0913
Shersquos my sister
And hersquos my brother
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 6 15032012 0914
wwwdownsyndromeie
Therersquos no place
The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family
Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families
(Sue Buckley amp Ben Sacks 2001)
like home
ldquo
ldquo
DSI Landscape [Snap Frame]indd 7 15032012 0914
wwwdownsyndromeie
Hersquos helpful smart loves a laugh and enjoys life to the full
Just like his son
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 8 15032012 0914
SELECTED WORK - NON PROFIT
2 3
Congratulations
on the Birth of your BaBy
The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness
Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other
There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault
All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development
taBle of Contents
Congratulations 3
feelings and emotions 4
telling Brothers and sisters 6
Down syndrome 7
Question time 9
a Bright future ahead 10
stimulation and Bonding 12
What to ask your Doctor 14
entitlements 18
Down syndrome ireland 20
recommended reading 22
6 7
telling Brothers anD sisters
Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need
Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings
Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things
They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born
They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease
Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated
At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo
DoWn synDrome
Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome
What is a syndrome
A syndrome is a collection of several symptoms and signs that usually occur together
What is a chromosome
Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total
22 23
reCommenDeD reaDing
Down syndromean introduction for parents amp Carers
Cliff Cunningham
a minor adjustment
Andy Merriman
early Communication skills for Children Down syndrome
Libby Kumin
Babies with Down syndrome
Karen Stray-Gendersen
Building healthy minds
Stanley Greenspan MD
it takes two to talk
Jan Pepper amp Elaine Weitzman
This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]
May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members
May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide
aCknoWleDgements
graacuteinne murphy National Resource Team Down Syndrome Ireland
Dr Joan murphy (phd) Health Specialist
annette orsquo neill Down Syndrome Ireland
pat Clarke Chief Executive Down Syndrome Ireland
Clare leonard President Down Syndrome Ireland
Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland
4 5
Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before
feelings anD emotions
People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child
Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers
Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome
Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help
Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops
DaD
At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead
ldquo ldquo
mum
We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too
sister
When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time
aDult With DoWn synDrome
The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person
ldquo
ldquo
ldquo
ldquo
ldquo
ldquo
A publication by Down Syndrome Ireland copy 2011
Parent InformationBooklet
SELECTED WORK - NON PROFIT
SELECTED WORKGORTA
SELECTED WORK - NON PROFIT
Community Oriented Watershed Management
gortarsquos approach
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo capacity
and capability to move towards the achievement of prosperity
Children from the Wayaworr village sit
on the slopes of the Wayaworr water
storage dam In 2008 the existing
excavation was rehabilitated as a
water storage facility through the
ADWAC- gorta partnership The lake
is a deliberate catchment of rainwater
and is used for water for livestock
irrigation for tree planting in the
catchment area and the recharging
of groundwater which benefits wells in
the surrounding villages
Capacity Building and Technical Support
A grader provided by gorta successfully carried out the earthworks for the contour bunds Training
in the operation and maintenance of the heavy machinery was provided to ensure that this activity
will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the
collaboration of an agriculture engineer from Senegal who has provided on-going support and makes
periodic visits These activities are similar to the interventions carried out in Senegal by international
donors including USAID and the World Bank There the construction of two water storage dams with a
capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers
and reduced damage to crops due to improved cattle tracks from the dams to other water resources
In my district 80 of conflicts I address are related to cases between
farmers and cattle owners regarding grazing and drinking points Thanks
to the re-demarcation of the cattle tracks since 2010 I have never
arbitrated any case of such related conflicts
Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda
The programme involved training community members in Chamen village in the manual
construction of gabion boxes required for the reinforcement of the check dams Consequently
the limited availability of these boxes in the country and their high cost are no longer
constraints to the earthwork required for the soil conservation interventions Other livelihood
aspects of the integrated watershed management programme include water harvesting
through the construction of half moons establishment wood lots micro credit schemes in
10 villages rearing of small ruminants such as sheep and poultry and income generation
activities through food processing and marketing and processing of ground nuts and millet by
village cooperatives
We the women of Njonen are no more burdened with the use of mortar
and pestle While we save labour to do other economic activities we also
generate an income from the use of the milling machine
Mallah Jallow President of Njonen Women group
lsquolsquorsquorsquo
The 14 million litres water storage dam near Wayaworr
village in Njaba Kunda The Gambia provides water to
approximately 1200 cattle during the four months of the dry
season Since the construction of the dam there has been
a reduction in the number of conflicts over access to water
sources between farmers and herdsmen
One of the spillways in the 45km retention dyke is used to
control the salt intrusion near Marong Kunda village in Njaba
Kunda the Gambia The rehabilitation of 200 hectares has
supported the production of an extra 100000kg of rice
grown by 300 women
Mallah Jallow President of the
Njonen Women group in Njonen
village the Gambia
lsquolsquorsquorsquo
Programme Development
The implementation of the water resource
management programme with TFCG began
in June 2010 with massive sensitization
to raise awareness on water management
issues for over 30000 people Similar to other
awareness-raising programmes implemented
by TFCG training and sensitization meetings
were attended by a wide range of participants
These included representatives from the local
authorities district officials traditional leaders
and other stakeholders such as NGOs and local
networks Village Natural Resource Committees
(VNRC) farmers women and youth groups and
individuals Posters and t-shirts were distributed
and during a field visit to the project site by
a gorta representative in February 2012 the
participantsrsquo awareness of water management
issues and potential solutions was clearly
evident
Integrated catchment management plans were
developed for the upper Mkolo and Kwebululu
rivers involving all 21 villages Water committee
members were trained in the management of
water resources in order to enable them to
construct and manage the protection of the
springs that deliver water to 16 villages and
will provide safe and clean drinking water
to approximately 10000 people Protection
of the water sources included a wide range
of interventions from small water sources
providing water to 50-100 households to larger
water sources that include gravity delivery and
distribution systems to ensure that community
members have easy access to clean water
within reach The VNRC established in the
catchment area in 1997 received further training
in participatory management of the upper
catchment in order to ensure the quality of the
water and the vegetation that protects these
water sources As the patrolling of the forest
has been carried out by the participatory forest
conservation committees for the past 20 years
the additional water resource protection is a
natural step for these committees Reforestation
efforts have also taken place around the water
sources so as to promote their conservation
A gorta Case Study Tanzania
Eva Lolenzo and Lilian Williams from
Bagamoyo village
in Korogwe district
Tanzania climb up-hill
carrying water from a
spring that supplies
water to 80 households
out of 3400 people
living in the village
The Water Users
Committee received
training on sustainable
management of the
spring
The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since
2008 in Participatory Forest Management (PFM) and other livelihood interventions
such as improved agricultural practices Since 2010 water resource management
has been implemented in Lushoto and Korogwe districts of the Western Usambara
Mountain in Tanzaniarsquos Northeastern region TFCG have been working with
communities in 21 villages in the project area for the last 15 years where they have
been promoting sustainable livelihoods strategies through participatory forest
management improved sustainable agriculture practices rearing of small ruminants
and bee-keeping and aquaculture as income generation activities In 2009 a
participatory situation analysis was carried out by TFCG in Lushoto and Korogwe
districts where results revealed that only 46 of the people in Lushoto and 51 in
Korogwe had access to clean water This was affecting women in particular who had
to travel long distances in mountainous terrain to fetch water
Promoting Conservation
Agricultural Practices
Farmer field schools (FFS) provided training
to 630 farmers (246 women and 384 men) on
improved agriculture techniques that included
irrigation on a small scale Each of the FFS
were trained in improved agriculture techniques
based on conservation agriculture practices
The demonstration plots were developed on
the hillsides in areas where the slope reaches
100 Earth terraces were also constructed
where irrigation basins were formed to cultivate
a diversity of crops such as tomatoes beans
maize ginger cabbages green peppers and
potatoes and the ground was treated with
organic manure Irrigation is currently being
provided by gravity-fed irrigation canals and a
mobile improvised sprinkler Ten drip irrigation
systems of 500 square metres are due to be
placed on the demonstration plots and these will
be accompanied by intensive technical support to
ensure correct operation and maintenance Two
gravity schemes are planned to be rehabilitated
through the project and provide water to over 600
farmers irrigating approximately 450 acres
Complementary Interventions
Other water-related interventions promoted
through the programme include harvesting of
rainwater in 15 schools A total of 7500 students
will have improved access to drinking water
when water is scarce during the dry periods from
March to June and from September to November
The programme also involves participatory forest
management which TFCG have been practicing
since 1985 Tree nurseries were established in
primary schools with support from farmer groups
and it is expected that these trees (firewood and
timber varieties) will be distributed to at least
10000 farmers thus alleviating pressure on the
natural forest A total number of 1500000 trees
are expected to be planted during the three-year
programme
Bee-keeping activities have been practiced by
other communities supported by TFCG in the
Arc range mountains and have had very positive
results Selected community members have
received a total of 300 beehives It is estimated
that one beehive could provide 40 litres of honey
per year which can be sold at a weight value of
6000 Tanzania shillings (TSh) per kg which is
equal to approximately 3 Euro Therefore one
beehive provides an annual income of 240000
TSh (115 Euro) per year The expected total
income to be generated from 300 beehives would
be in the region of 72000000 TSh (33540 Euro)
per year
Participants planting tree saplings at a
Tanzania Forest Conservation Group
tree nursery in the West Usambara
Mountains Tanzania
Hausa and Jaacobo Lucas
irrigate the demonstration
plot that Bagamoyo Farm
Field School (FFS) cultivate
15 women and 15 men have
constructed soil terraces on
a le acre where they cultivate
ginger tomatoes cassava
maize cabbage and beans
Drip irrigation equipment
will soon be installed to
enhance the agriculture
production during the dry
season
SELECTED WORK - NON PROFIT
food prices brief
Brochure_WFDindd 1
12102011 111254
gortarsquos approach
In line with gortarsquos strategy and that of the
Irish Governmentrsquos Hunger Task Force we
recognise the important role smallholder
farmers play as part of the solution It is
essential that the current focus on price
volatility at both national and international
level leads to further investment in the
agriculture sector particularly focusing
on research and new and improved
technologies as well as in social security
in order to support the most vulnerable
gorta is working with local partners in
building their resilience to shocks by
creating safety nets as part of a coping
strategy
gorta is also bridging the gap between
agriculture research and smallholder farmers
We recognise the need to link research
with operations in the field and encourage
smallholder farmersrsquo access to training amp
information improved seed technology and
climate smart agriculture We adopt a model
of integrated community development which
promotes among others the safeguarding of
local biodiversity
gorta believes further
investment needs to be
made in strengthening
bull Research and innovation
bull Climate-smart agriculture
bull Improved seeds and farm management
techniques
bull Watershed management
bull Infrastructure marketing systems
extension and communication services
bull Market information and transparency
bull Protection of indigenous knowledge and
biodiversity
bull Food distribution systems food stocks
and reserves
bull Social safety nets
bull Small holder farmersrsquo active free and
meaningful participation in decision
making
Excessive fluctuations in commodity prices whether in situations
of price increases or price depressions create uncertainties for
farmers This affects decisions regarding agricultural investment
and as such has a long-term impact on world food security
The High Level Panel of Experts on Food Security and Nutrition of the
Committee on World Food Security July 2011
lsquolsquo
rsquorsquo
Brochure_WFDindd 6
12102011 111300
It is crucial to better understand our agricultural system and
it is imperative for research and development to start thinking
about new and sustainable approaches to improving the
quality safety and variety of food produced and consumed
around the world
Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International
Women selling grain at a marketplace
in Ghana
lsquolsquo
rsquorsquo
Brochure_WFDindd 7
12102011 111301
The issueldquoSmall import-dependent countries especially
in Africa were deeply affected by the food and
economic crises Some large countries were
able to insulate their markets from the crisis
through restrictive trade policies and protect
their consumers through safety nets However
trade insulation increased prices and volatility in
international marketsrdquo (FAO The State of Food
Insecurity in the World 2011)
The situation which brought about the 2011 food
price increase has some similarities to that which
led to the 20072008 global food crisis described
above during which FAO estimated that the
number of undernourished people increased
by 170 million in the period from 2007-2009
(FAO 2009) The situation was triggered by a
reduction in the levels of global grain stocks
higher oil prices increased financial investments
in agricultural commodities (WB and IMF 2011)
and an increase in international prices across
same According to the Committee on World
Food Security (CFS) High Level Panel of Experts
on Food Security and Nutrition (July 2011) since
2007 the volatility of food prices and the number
of countries effected by it has increased
The Food and Agriculture Organization of the
United Nations (FAO) publishes a monthly
Food Price Index which is viewed as a global
benchmark for food price trends and reports on
five food commodities cereals oilseeds sugar
dairy and meat According to it while global
food prices fell slightly in September 2011 due
largely to the global economic slowdown prices
across the five commodities remain high and are
still above those of 2010 (FAO 2011) The State
of Food Insecurity in the World 2011 an annual
global hunger report published jointly by FAO the
International Fund for Agricultural Development
(IFAD) and the World Food Programme (WFP)
predicts that high and volatile food prices will
persist with food importing countries especially
in Africa mostly at risk
Since the 20072008 price spike there has
been international recognition that investment
in agriculture at both micro and macro levels is
necessary to mitigate against further food price
volatility At the same time agriculture needs
to be viewed within a holistic multi-sectoral
framework Diversifying on-farm and off-farm
activities enables smallholder farmers to reduce
their risk and vulnerability to shocks Access to
market and commodity price information at the
right time remains critical for farmers in order for
them to plant accordingly
What are the factors involved
Among factors relating to food price volatility
are weather variability trade policies (including
export restrictions and bans) increasing oil
prices and the emergence of new financial
investors which are all likely to persist Each of
these highlights the urgent need to focus on
the drivers of food prices and to find long-term
sustainable solutions Other relevant elements
include the shift in the quality of demand for
foods that are more intensive in grains such as
meat and dairy the trade-off between grains
for food feed and biofuels population growth
ndash with figures set to rise to approximately 82
billion by 2030 (UN 2005) ndash and the reduction in
agriculture productivity All of these elements put
further pressure on an already under-invested
sector and on limited resources
Who is affected and how
Despite vast agricultural potential many African
countries are significant net food importers with
high food prices therefore having an immediate
impact on poor householdsrsquo purchasing
power and income share going to food With
approximately 60-80 percent of a householdrsquos
income spent on food any sudden and high
increase in food prices can result in severe
threats to food and nutrition security pushing
families deeper into poverty and hunger This
consequently impacts on their access to other
services such as health care and education
Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos
Farming Communities
Brochure_WFDindd 4
12102011 111259
A group of women hold up a bundle
of harvested ginger produce as part
of a Tanzanian Organic Agriculture
Movement initiative in Mnasi Tanzania
gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to
ginger production to breathe new life into previously struggling livelihoods Livelihoods in the
Korogwe District have dramatically improved since the intervention of gorta and TOAM with
the ginger crop last year outstripping the maize staple crop by four times Participants in the
programme can sell on their ginger harvests and with the proceeds are then able to invest in
other areas
TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining
a higher price and then informing them of the international market opportunities available for
the organic products TOAM also educates and trains the farmers to improve the quality of the
crop and gain certification so their produce will receive a fairer price
The gortaTOAM partnership provides expertise and training in ginger production helping
people in the local communities to become self-sufficient This in turn allows them to escape
poverty educate their children diversify their income into different farming areas and look
towards building a better life for themselves
Case Study Tanzanian Organic Agriculture Movement
Brochure_WFDindd 5
12102011 111259
Goretti Nakana sorts through her
crop of Irish potatoes Goretti is a
participant in the gortaEMESCO
programme in the Kibaale District
in Uganda which is currently being
implemented across 60 communities
and incorporates agriculture health
and water security
Brochure_WFDindd 2
12102011 111256
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo
capacity and capability to move towards the achievement of
prosperity ndash in this sense entrepreneurial development is key
Brochure_WFDindd 3
12102011 111259
SELECTED WORK - NON PROFIT
Annual Report 2010
Untitled-1 1
12082011 104455
About gorta 4
Foreward from the Chairman 6
CEos Message 8
Patron and Board Members 10
our Vision Mission and Values 12
Our Work ndash At Home 16
Hunger Secretariat and World
Food Day 18
Donor Engagement and
Communications 19
Fundraising 20
Networks 22
Stop Climate Chaos 24
International Alliance Against Hunger 25
Our Work ndash Overseas 26
Health 28
Education 30
Livelihoods 32
Water 34
Food 36
Accounts 38
Annual Financial statements 2010 40
cOntents
Photo caption to be placed
here Photo caption to be
placed here
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19
Our countries
Rosie Sambo Zagwa Million Dorothy Msonkho past
students of Bunda College of Agriculture Malawi
Rebecca Amukhoye of gorta speaks to particpants at the
Watershed Management Workshop in Mukono Uganda
Paticipants at the Watershed Management workshop in
Mukono Uganda
Pamela Nasimnu and William Keyah at the gorta funded
Baraka College Kenya
Uganda
bull Population 338
million
bull Life expectancy at
birth 541 years
Uganda has one of the highest
population growth rates in the world
with 26 living in chronic poverty As
one of Gortarsquos programme countries
since 1965 Uganda was designated as
a Gorta country of focus in 20078 The
elimination of poverty and hunger and the
creation of prosperous futures for the poorest
communities are part of Gortarsquos vision As
with each of our countries of focus Gorta
recognises that it is essential to work with
local district government officers and in line
with the National Development in order to
align their development efforts and to create
sustainable programmes that are owned by
the local communities Gortarsquos main focus in
Uganda has been on food security with an aim
to increase access to markets for smallholder
farmers while also working with local
partners on improving water and sanitation
and increasing awareness and access to
treatments of people living with HIVAids
Zambia
bullPopulation 132
million
bullLife expectancy at
birth 473 years
Decades of
economic decline
and neglect of
infrastructure
and services have
impacted heavily on
Zambiarsquos population of 115
million with 45 of the population ndash
52 million individuals ndash undernourished (FAo
2010) Gortarsquos involvement in Zambia has
been to five target areas where it is currently
working with local organisations on training
for beekeeping watershed management area
rehabilitation income generation and with
differently-abled groups
Kenya
bull Population 409 million
bull Life expectancy at birth 556 years
Kenyarsquos population is largely rural based
and rely on smallholder agriculture for their
livelihoods Unpredictable rainfall due to
climate change is having a significantly
negative effect on the food security status of
the country ndash droughts are on the rise placing
millions of Kenyans at risk of malnutrition
and starvation Gorta recognises the need
for training for smallholder farmers to adapt
their farming methods to a changing climate
Having been working in the country since the
mid-seventies and Kenya was designated as
a country of Gortarsquos focus in 20078 Gortarsquos
involvement was initially through small faith-
based organisations but recently we have
engaged with more strategic local partners
with the potential to scale-up and scale-out
Gortarsquos main area of work in Kenya is centred
on agricultural training and food security
through improved methods of agriculture
production
Malawi
bull Population 157 million
bull Life expectancy at birth 546 years
The Republic of Malawi is currently ranked
153 out of 169 on the Human Development
Index (2010) The majority of its population
of 123 million live below the poverty line
and about 83 of the people live in rural
areas with low access to basic health and
education services Agricultural production
is the mainstay of Malawirsquos economy
but landholdings are small leading to
encroachment on marginal lands and
increased erosion These conditions
combined with the high incidence of HIV
AIDS make the poor highly vulnerable
to effects of natural disasters and food
insecurity Gorta first began working in
Malawi in 2005 our focus of work is on water
and food security borehole rehabilitation
sanitation and hygiene irrigation schemes
exchange visits short training courses and the
promotion of self help groups
tanzania
bull Population 45 million
bull Life expectancy at birth 569 years
Climate change is already having an impact
on Tanzania and is likely to further affect
the country with increased temperatures
and lower rainfall which affects agriculture
forests water and coastal resources and
human health Tanzania became a country of
focus for Gorta in 2007 together with Kenya
Uganda Malawi and Zambia Since then
most of our programmes are concentrated
in the Northern regions of the country from
Lake Victoria to the Coast and include Mara
Arusha Manyara Kilimanjaro and Tanga
regions Gortarsquos programmes in Tanzania
focus specifically on maintaining and
improving forest conservation water security
projects and improving livelihoods through
income-generating schemes
ZAMBIA
UGANDA
Population and life expectancy statistics taken from the Human Development Report 2010
United Nations Development Programmes (UNDP)
KENYA
MALAWI
TANZANIA
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51
Financial Highlights 1 Where our money comes from
Donations and Fundraising
Income 5192
Trading Activities Income 936
Investment Income 596
Revenue based grants 178
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
2 How your money gets spent
Programmes Costs Including
Advocacy 7207
Costs of Generating Trading
Income 850
Governance Costs and
Currency Loss 42
Costs of Generating
Voluntary Income 1057
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
3 Breakdown of Fundraising
Income
Committed giving 4645
Legacies 159
Committee income 106
General donations 282
Gift in Kind 10
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
4 split of Grant Income by Donor
Irish Aid 150
Department of Agriculture
Fisheries and Food 19
Enterprise Ireland 975
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
5 split of Programmes spend
by country
Uganda 2276
Malawi 2053
Zambia 1109
Tanzania 710
Kenya 285
India 89
Haiti 52
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
6 split of Programmes spend by
thematic Area
Food Security 2407
Livelihoods 1927
Water and Sanitation 1247
Health 349
Education 295
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011
CASE STUDYTHE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience
The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope
The Hotel
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
Website
SELECTED WORKTopaz
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd
Testimonial
CASE STUDYWATERFORD AIRPORT
CASE STUDY - WATERFORD AIRPORT
Website
CASE STUDY - WATERFORD AIRPORT
Web Banners
CASE STUDY - WATERFORD AIRPORT
Facebook Marketing
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
COMPANY PROFILE - WHO WE ARE
PASSIONPASSIONIn order to be the best at what you do you need passionAt TOTEM our passion is design
TOTEM is an award-winning visual communications agency recognised as
a leading specialist in design services Wersquore an innovative versatile and
progressive company with a true passion for our craft and a reputation for
delivering successful creative solutions
From small projects to complex campaigns we believe that design always
matters So no matter what it is you want to say or who you need to tell
TOTEM has the expertise the experience and the inspiration to ensure your
message is communicated both effectively and with style
COMPANY PROFILE - WHO WE ARE
TEAMTEAMOur Team
Aaron Cartlidge Senior Designer
Caroline Linenihan Administrator
Doireann de Faoite Senior Designer
Geoff Cowan Freelance Designer
Colin Byrne Creative Director
Susanne McCabe Sales Executive
Maeve Phelan Studio Manager
Each member of the TOTEM team has specialist skills and knowledge with expertise in a very wide range of marketing communications disciplines It means our collective capabilities as a company are much more than the sum of our parts and enables us to provide virtually any solution our clients ask us to deliver From video film and print management to graphic design designing or the web and creative concepts for advertising we can take care of it With confidence and creativity
DECADECOMPANY PROFILE - WHO WE ARE
DECADETOTEM is 10
raquo TOTEM was established in June 2002
raquo We currently employ 6 people in our home ndash a contemporary design studio on Dungarvanrsquos West side
raquo Over the last 10 years we have grown and evolved into the South Eastrsquos leading design studio
raquo During that time we have really enjoyed the opportunity to work with and help great clients
raquo Wersquore excited about turning 10 and look forward to working with new and existing clients over the next decade
CELEBRATING
A DECADEOF DESIGN
2002 - 2012
CELEBRATING
A DECADEOF DESIGN
2002 - 2012
BRANDCOMPANY PROFILE - WHO WE ARE
BRANDraquo At TOTEM we listen to our clients and really get to understand their organisation and what audiences they want to reach
raquo We take a holistic approach with every job no matter how small to insure it fits with the overall organisation vision
raquo Good design helps you tell your story which delivers trust the bedrock of modern branding
raquo Branding when done correctly will differentiate your organisation in todays cluttered marketplace
raquo This has never been more important than in todays economic climate
TOTEM ndash A Brand Led Design Studio
CLIENTSCOMPANY PROFILE - WHO WE ARE
CLIENTSSome Of Our Clients
COMPANY PROFILE - WHO WE ARE
AWARDSAWARDSSeptember 2011 Logo Lounge 7 An international publication of 2000 logos selected from 33000 world wide entries
The brand identity for the White House will be published in Logo lounge 7 which is due to be released early in 2012
November 2009 Irish Design Effectiveness Award from Design Business Ireland (DBI) raquo Gold Award for the Tannery website
January 2009 Hospitality Sales Marketing Association International Award [HSMAI] TOTEMrsquos design for the Cliff House Hotelrsquos brochure was the winner of the category Best Hotel Brochure ndash Individual Property
November 2008 Irish Design Effectiveness Award from the Graphic Design Business Association (GDBA) raquo Silver Award for the Waterford Festival of Food branding and marketing materials raquo Silver Award for the design and implementation of the Cliff House Hotel website
September 2008 Logo Lounge Emo Oilrsquos brand identity for Emo E85 was published in Logo Lounge 5
November 2007 Graphis The International Journal of Visual Communication Gold award for the design and implementation of Alan Dalton Goldsmith brand identity
November 2007 Irish Design Effectiveness Award from the Graphic Design Business Association (GDBA) raquo Gold Award for ldquoMy Life Storyrdquo a life history book designed from the Alzheimer Society of Ireland raquo Silver Award for the design and implementation of Crews brand identity
November 2006 Irish Design Effectiveness Award from the GDBA raquo Overall lsquoGrand Prixrsquo Winner for YouGetItBackcom raquo Gold Award for the design and implementation of the YouGetItBackcom Brand Identity raquo Silver Award for the design and implementation of the YouGetItBackcom Point of Sale
November 2005 Irish Design Effectiveness Award from the GDBA Bronze Award for the OrsquoShea | OrsquoToole and Partners Corporate Identity
September 2003 Irish Design Effectiveness Award from the GDBA raquo Silver Award for the Student Counselling and Development [SCampD] Corporate Identity a department in UCC
Some Of The Awards Wersquove Won
COMPANY PROFILE - WHO WE ARE
ADDED VALUEADDED VALUEWhy Choose TOTEM
We believe that good design increases market share adding to your bottom line
We do this by listening Really listening Which allows us to understand your business ndash what makes it tick and where you need to go
Then we use design to link strategy and creativity by shaping ideas to become practical and attractive propositions for your consumers
These ideas will differentiate you
Our holistic approach and design versatility allows us to roll out these ideas consistently across every customer touch point ndash online and offline
TOTEMrsquos high level of customer service means we deliver our projects on-budget on-time every time
Finally the service we provide is good value for money and delivers a genuine return on your investment
This end result
starts here
SELECTED WORKTHE K CLUB
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
CASE STUDYTHE TALL SHIPS RACES WATERFORD 2011
The Big Idea ndash A Quayside OdysseyThe high seas have always offered the promise of adventure and an opportunity to experience people places and ideas beyond the realms of our own every day existence Any voyage aboard a tall ship now as then gives us the chance to set off on an epic voyage of self discovery and adventure
But what happens on the quayside As a very special gathering of the fleet the Tall Ships Races still offer us a unique chance to experience something completely different ndash even though
we may never set sail We get to explore new things see rare and beautiful sights tall ships at close quarters meet new people and learn a little about the worldMusic crafts food fireworks people dancing FUN FUN FUN and the ships themselves all pay their part in making our journey through the Tall Ships Race very very special indeed It becomes our very own QUAYSIDE ODYSSEY ndash from Rice Bridge to Reginaldrsquos Tower
Tall Ships Races Waterford 2011 ndash Irelandrsquos Biggest Quayside Party
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Reflecting the energy vibrancy and diversity that the Tall Ships Race brings with it this brand identity creates high impact in its colourful representation of this very special event in Waterfordrsquos 2011 calendar Using a strong festive colour palette to create a fun family friendly feel it
celebrates the coming together of cultures crews and communities 3 distinctive intersecting sail shapes unify to create a singular dynamic Tall Ship iconA strong solid slab-serif font is used to compliment the fluid sail shapes and to clearly identify the location Bluersquos are used in the
text to create some county pride A sense of the fun excitement and energy of this unique festival is encapsulated within this identity which was integrated into all marketing collateral making a striking and memorable brand
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Brand Identity
TOTEM applied the brand identity to a variety of marketing materials from the 106 page A5 Official Programme to the multifunctional Corporate Folder and 5 Sales Inserts which were pitched at securing different levels of sponsorshipA variety of other items were also designed such as postcards menus buntings door stickers and banners
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Marketing Literature
The Tall ShipS RaceS2011 WaTeRfoRd
Official SOuvenir BrOchure
30 june ndash 3 july WATERFORD CiTy iRElAnDSail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE
E50
0
feSt
ival P
rice
OnlY
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
A 48 sheet poster on a mobile ad-van was used in Hartlepool UK the closing destination for the 2010 race to advertise that Waterford would be the start of the Tall Ships Race for 2011In the run up to the race national 48 and 96 sheet posters were used to promote the eventIrelandrsquos largest poster ndash 120 feet wide ndash hangs on Waterfordrsquos North Quays which was used to promote the race to the local people in the 12 months leading to the event It is now used to commemorate the wonderful occasion that was Irelandrsquos Biggest Ever Quayside Party
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Outdoor Advertising
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
30 june ndash 3 july 2011 W A T E R F O R D c i T yw w wWate r fordTa l l Sh ip s R a c e ie
ThE TAll ShipS RAcESP r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
If you love to party then Waterford is the place to be this summer Wersquoll be celebrating the start of an epic sea voyage with fRee live music on the quayside of Irelandrsquos oldest cityWith four days of great entertainment street parties and exciting food stalls therersquos no better excuse for a daytrip So shake a leg Tell your friends and family and get on boardSail Training
International
Presented by Szczecin
THE T
ALL SHIPS RACESfood amp cRafT vIllageS
STReeT TheaTRe
lIve muSIc
gReaT value ShoppIng Waterford Institute of Technology
shake alegat I R e l a N D rsquo s B Ig ge st e V e R qUaYsIDe PaRtY
The primary format for the press ads was a 3 column wide advert that was the full height of the publication [next page] This distinctive shape helped the ad to stand out while also subtly reinforcing the lsquoTallrsquo aspect of the eventThese ads were then amended for a variety of shapes ndash Irish Times front and back page Solus [above] and a reverse L shaped advert [above] for GO the Travel Supplement from the same paper
Press Advertising
All AboArdFOR IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
In July 2011 the worldrsquos most beautiful ships will set sail from
the city of Waterford to embark on an epic sailing race Join us as
we celebrate four days amp nights of fantastic entertainment fun food
and fireworks Tell your friends and family to come home and experience the magic Get on
board and support the festival
Call to the Race Office at 41 The Quay Waterford
or visit
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
WaterfordTallShipsRaceie
shake alegAT IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
If you love to party then Waterford will be the place to be during the
summer of 2011 Wersquoll be celebrating the start of an epic sea voyage with
live music and free concerts right on the quayside Join us for four days
of great entertainment theatre and street parties So shake a leg
Tell your friends and family and get on board
Call to the Race Office at 41 The Quay Waterford
or visit WaterfordTallShipsRaceie
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
WaterfordTallShipsRaceie
shiver metimbers
In June 2011 a spectacular carnival will light up the quayside as the worldrsquos most beautiful ships set
sail on an epic sailing voyage from Waterford city Four days of parades
pageantry and performers will colour the streets as we celebrate
this unique festival and atmosphere on Waterfordrsquos quayside
Tell your friends and family and get on board
Call to the Race Office at 41 The Quay Waterford
or visit
ITrsquoS IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
TOTEM conceived and directed a 30 second TV advert that was aired on the RTE channels for the month of June in the run up to the event We worked in partnership with Nemeton TV who did the production work on the advertSome of the final story board is above and the actual 30 second ad is an mpeg file that accompanies this pdf
TV Advertising
Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency
Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd
Testimonial
SELECTED WORKDOWN SYNDROME IRELAND
SELECTED WORK - NON PROFIT
One of them will have a happy childhood find love and get a well paid job
The other one will too
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 5 15032012 0914
SELECTED WORK - NON PROFIT
Hello My name is JamesAny chance of a cuddle
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 1 15032012 0913
Shersquos my sister
And hersquos my brother
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 6 15032012 0914
wwwdownsyndromeie
Therersquos no place
The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family
Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families
(Sue Buckley amp Ben Sacks 2001)
like home
ldquo
ldquo
DSI Landscape [Snap Frame]indd 7 15032012 0914
wwwdownsyndromeie
Hersquos helpful smart loves a laugh and enjoys life to the full
Just like his son
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 8 15032012 0914
SELECTED WORK - NON PROFIT
2 3
Congratulations
on the Birth of your BaBy
The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness
Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other
There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault
All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development
taBle of Contents
Congratulations 3
feelings and emotions 4
telling Brothers and sisters 6
Down syndrome 7
Question time 9
a Bright future ahead 10
stimulation and Bonding 12
What to ask your Doctor 14
entitlements 18
Down syndrome ireland 20
recommended reading 22
6 7
telling Brothers anD sisters
Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need
Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings
Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things
They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born
They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease
Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated
At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo
DoWn synDrome
Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome
What is a syndrome
A syndrome is a collection of several symptoms and signs that usually occur together
What is a chromosome
Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total
22 23
reCommenDeD reaDing
Down syndromean introduction for parents amp Carers
Cliff Cunningham
a minor adjustment
Andy Merriman
early Communication skills for Children Down syndrome
Libby Kumin
Babies with Down syndrome
Karen Stray-Gendersen
Building healthy minds
Stanley Greenspan MD
it takes two to talk
Jan Pepper amp Elaine Weitzman
This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]
May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members
May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide
aCknoWleDgements
graacuteinne murphy National Resource Team Down Syndrome Ireland
Dr Joan murphy (phd) Health Specialist
annette orsquo neill Down Syndrome Ireland
pat Clarke Chief Executive Down Syndrome Ireland
Clare leonard President Down Syndrome Ireland
Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland
4 5
Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before
feelings anD emotions
People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child
Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers
Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome
Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help
Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops
DaD
At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead
ldquo ldquo
mum
We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too
sister
When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time
aDult With DoWn synDrome
The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person
ldquo
ldquo
ldquo
ldquo
ldquo
ldquo
A publication by Down Syndrome Ireland copy 2011
Parent InformationBooklet
SELECTED WORK - NON PROFIT
SELECTED WORKGORTA
SELECTED WORK - NON PROFIT
Community Oriented Watershed Management
gortarsquos approach
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo capacity
and capability to move towards the achievement of prosperity
Children from the Wayaworr village sit
on the slopes of the Wayaworr water
storage dam In 2008 the existing
excavation was rehabilitated as a
water storage facility through the
ADWAC- gorta partnership The lake
is a deliberate catchment of rainwater
and is used for water for livestock
irrigation for tree planting in the
catchment area and the recharging
of groundwater which benefits wells in
the surrounding villages
Capacity Building and Technical Support
A grader provided by gorta successfully carried out the earthworks for the contour bunds Training
in the operation and maintenance of the heavy machinery was provided to ensure that this activity
will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the
collaboration of an agriculture engineer from Senegal who has provided on-going support and makes
periodic visits These activities are similar to the interventions carried out in Senegal by international
donors including USAID and the World Bank There the construction of two water storage dams with a
capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers
and reduced damage to crops due to improved cattle tracks from the dams to other water resources
In my district 80 of conflicts I address are related to cases between
farmers and cattle owners regarding grazing and drinking points Thanks
to the re-demarcation of the cattle tracks since 2010 I have never
arbitrated any case of such related conflicts
Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda
The programme involved training community members in Chamen village in the manual
construction of gabion boxes required for the reinforcement of the check dams Consequently
the limited availability of these boxes in the country and their high cost are no longer
constraints to the earthwork required for the soil conservation interventions Other livelihood
aspects of the integrated watershed management programme include water harvesting
through the construction of half moons establishment wood lots micro credit schemes in
10 villages rearing of small ruminants such as sheep and poultry and income generation
activities through food processing and marketing and processing of ground nuts and millet by
village cooperatives
We the women of Njonen are no more burdened with the use of mortar
and pestle While we save labour to do other economic activities we also
generate an income from the use of the milling machine
Mallah Jallow President of Njonen Women group
lsquolsquorsquorsquo
The 14 million litres water storage dam near Wayaworr
village in Njaba Kunda The Gambia provides water to
approximately 1200 cattle during the four months of the dry
season Since the construction of the dam there has been
a reduction in the number of conflicts over access to water
sources between farmers and herdsmen
One of the spillways in the 45km retention dyke is used to
control the salt intrusion near Marong Kunda village in Njaba
Kunda the Gambia The rehabilitation of 200 hectares has
supported the production of an extra 100000kg of rice
grown by 300 women
Mallah Jallow President of the
Njonen Women group in Njonen
village the Gambia
lsquolsquorsquorsquo
Programme Development
The implementation of the water resource
management programme with TFCG began
in June 2010 with massive sensitization
to raise awareness on water management
issues for over 30000 people Similar to other
awareness-raising programmes implemented
by TFCG training and sensitization meetings
were attended by a wide range of participants
These included representatives from the local
authorities district officials traditional leaders
and other stakeholders such as NGOs and local
networks Village Natural Resource Committees
(VNRC) farmers women and youth groups and
individuals Posters and t-shirts were distributed
and during a field visit to the project site by
a gorta representative in February 2012 the
participantsrsquo awareness of water management
issues and potential solutions was clearly
evident
Integrated catchment management plans were
developed for the upper Mkolo and Kwebululu
rivers involving all 21 villages Water committee
members were trained in the management of
water resources in order to enable them to
construct and manage the protection of the
springs that deliver water to 16 villages and
will provide safe and clean drinking water
to approximately 10000 people Protection
of the water sources included a wide range
of interventions from small water sources
providing water to 50-100 households to larger
water sources that include gravity delivery and
distribution systems to ensure that community
members have easy access to clean water
within reach The VNRC established in the
catchment area in 1997 received further training
in participatory management of the upper
catchment in order to ensure the quality of the
water and the vegetation that protects these
water sources As the patrolling of the forest
has been carried out by the participatory forest
conservation committees for the past 20 years
the additional water resource protection is a
natural step for these committees Reforestation
efforts have also taken place around the water
sources so as to promote their conservation
A gorta Case Study Tanzania
Eva Lolenzo and Lilian Williams from
Bagamoyo village
in Korogwe district
Tanzania climb up-hill
carrying water from a
spring that supplies
water to 80 households
out of 3400 people
living in the village
The Water Users
Committee received
training on sustainable
management of the
spring
The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since
2008 in Participatory Forest Management (PFM) and other livelihood interventions
such as improved agricultural practices Since 2010 water resource management
has been implemented in Lushoto and Korogwe districts of the Western Usambara
Mountain in Tanzaniarsquos Northeastern region TFCG have been working with
communities in 21 villages in the project area for the last 15 years where they have
been promoting sustainable livelihoods strategies through participatory forest
management improved sustainable agriculture practices rearing of small ruminants
and bee-keeping and aquaculture as income generation activities In 2009 a
participatory situation analysis was carried out by TFCG in Lushoto and Korogwe
districts where results revealed that only 46 of the people in Lushoto and 51 in
Korogwe had access to clean water This was affecting women in particular who had
to travel long distances in mountainous terrain to fetch water
Promoting Conservation
Agricultural Practices
Farmer field schools (FFS) provided training
to 630 farmers (246 women and 384 men) on
improved agriculture techniques that included
irrigation on a small scale Each of the FFS
were trained in improved agriculture techniques
based on conservation agriculture practices
The demonstration plots were developed on
the hillsides in areas where the slope reaches
100 Earth terraces were also constructed
where irrigation basins were formed to cultivate
a diversity of crops such as tomatoes beans
maize ginger cabbages green peppers and
potatoes and the ground was treated with
organic manure Irrigation is currently being
provided by gravity-fed irrigation canals and a
mobile improvised sprinkler Ten drip irrigation
systems of 500 square metres are due to be
placed on the demonstration plots and these will
be accompanied by intensive technical support to
ensure correct operation and maintenance Two
gravity schemes are planned to be rehabilitated
through the project and provide water to over 600
farmers irrigating approximately 450 acres
Complementary Interventions
Other water-related interventions promoted
through the programme include harvesting of
rainwater in 15 schools A total of 7500 students
will have improved access to drinking water
when water is scarce during the dry periods from
March to June and from September to November
The programme also involves participatory forest
management which TFCG have been practicing
since 1985 Tree nurseries were established in
primary schools with support from farmer groups
and it is expected that these trees (firewood and
timber varieties) will be distributed to at least
10000 farmers thus alleviating pressure on the
natural forest A total number of 1500000 trees
are expected to be planted during the three-year
programme
Bee-keeping activities have been practiced by
other communities supported by TFCG in the
Arc range mountains and have had very positive
results Selected community members have
received a total of 300 beehives It is estimated
that one beehive could provide 40 litres of honey
per year which can be sold at a weight value of
6000 Tanzania shillings (TSh) per kg which is
equal to approximately 3 Euro Therefore one
beehive provides an annual income of 240000
TSh (115 Euro) per year The expected total
income to be generated from 300 beehives would
be in the region of 72000000 TSh (33540 Euro)
per year
Participants planting tree saplings at a
Tanzania Forest Conservation Group
tree nursery in the West Usambara
Mountains Tanzania
Hausa and Jaacobo Lucas
irrigate the demonstration
plot that Bagamoyo Farm
Field School (FFS) cultivate
15 women and 15 men have
constructed soil terraces on
a le acre where they cultivate
ginger tomatoes cassava
maize cabbage and beans
Drip irrigation equipment
will soon be installed to
enhance the agriculture
production during the dry
season
SELECTED WORK - NON PROFIT
food prices brief
Brochure_WFDindd 1
12102011 111254
gortarsquos approach
In line with gortarsquos strategy and that of the
Irish Governmentrsquos Hunger Task Force we
recognise the important role smallholder
farmers play as part of the solution It is
essential that the current focus on price
volatility at both national and international
level leads to further investment in the
agriculture sector particularly focusing
on research and new and improved
technologies as well as in social security
in order to support the most vulnerable
gorta is working with local partners in
building their resilience to shocks by
creating safety nets as part of a coping
strategy
gorta is also bridging the gap between
agriculture research and smallholder farmers
We recognise the need to link research
with operations in the field and encourage
smallholder farmersrsquo access to training amp
information improved seed technology and
climate smart agriculture We adopt a model
of integrated community development which
promotes among others the safeguarding of
local biodiversity
gorta believes further
investment needs to be
made in strengthening
bull Research and innovation
bull Climate-smart agriculture
bull Improved seeds and farm management
techniques
bull Watershed management
bull Infrastructure marketing systems
extension and communication services
bull Market information and transparency
bull Protection of indigenous knowledge and
biodiversity
bull Food distribution systems food stocks
and reserves
bull Social safety nets
bull Small holder farmersrsquo active free and
meaningful participation in decision
making
Excessive fluctuations in commodity prices whether in situations
of price increases or price depressions create uncertainties for
farmers This affects decisions regarding agricultural investment
and as such has a long-term impact on world food security
The High Level Panel of Experts on Food Security and Nutrition of the
Committee on World Food Security July 2011
lsquolsquo
rsquorsquo
Brochure_WFDindd 6
12102011 111300
It is crucial to better understand our agricultural system and
it is imperative for research and development to start thinking
about new and sustainable approaches to improving the
quality safety and variety of food produced and consumed
around the world
Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International
Women selling grain at a marketplace
in Ghana
lsquolsquo
rsquorsquo
Brochure_WFDindd 7
12102011 111301
The issueldquoSmall import-dependent countries especially
in Africa were deeply affected by the food and
economic crises Some large countries were
able to insulate their markets from the crisis
through restrictive trade policies and protect
their consumers through safety nets However
trade insulation increased prices and volatility in
international marketsrdquo (FAO The State of Food
Insecurity in the World 2011)
The situation which brought about the 2011 food
price increase has some similarities to that which
led to the 20072008 global food crisis described
above during which FAO estimated that the
number of undernourished people increased
by 170 million in the period from 2007-2009
(FAO 2009) The situation was triggered by a
reduction in the levels of global grain stocks
higher oil prices increased financial investments
in agricultural commodities (WB and IMF 2011)
and an increase in international prices across
same According to the Committee on World
Food Security (CFS) High Level Panel of Experts
on Food Security and Nutrition (July 2011) since
2007 the volatility of food prices and the number
of countries effected by it has increased
The Food and Agriculture Organization of the
United Nations (FAO) publishes a monthly
Food Price Index which is viewed as a global
benchmark for food price trends and reports on
five food commodities cereals oilseeds sugar
dairy and meat According to it while global
food prices fell slightly in September 2011 due
largely to the global economic slowdown prices
across the five commodities remain high and are
still above those of 2010 (FAO 2011) The State
of Food Insecurity in the World 2011 an annual
global hunger report published jointly by FAO the
International Fund for Agricultural Development
(IFAD) and the World Food Programme (WFP)
predicts that high and volatile food prices will
persist with food importing countries especially
in Africa mostly at risk
Since the 20072008 price spike there has
been international recognition that investment
in agriculture at both micro and macro levels is
necessary to mitigate against further food price
volatility At the same time agriculture needs
to be viewed within a holistic multi-sectoral
framework Diversifying on-farm and off-farm
activities enables smallholder farmers to reduce
their risk and vulnerability to shocks Access to
market and commodity price information at the
right time remains critical for farmers in order for
them to plant accordingly
What are the factors involved
Among factors relating to food price volatility
are weather variability trade policies (including
export restrictions and bans) increasing oil
prices and the emergence of new financial
investors which are all likely to persist Each of
these highlights the urgent need to focus on
the drivers of food prices and to find long-term
sustainable solutions Other relevant elements
include the shift in the quality of demand for
foods that are more intensive in grains such as
meat and dairy the trade-off between grains
for food feed and biofuels population growth
ndash with figures set to rise to approximately 82
billion by 2030 (UN 2005) ndash and the reduction in
agriculture productivity All of these elements put
further pressure on an already under-invested
sector and on limited resources
Who is affected and how
Despite vast agricultural potential many African
countries are significant net food importers with
high food prices therefore having an immediate
impact on poor householdsrsquo purchasing
power and income share going to food With
approximately 60-80 percent of a householdrsquos
income spent on food any sudden and high
increase in food prices can result in severe
threats to food and nutrition security pushing
families deeper into poverty and hunger This
consequently impacts on their access to other
services such as health care and education
Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos
Farming Communities
Brochure_WFDindd 4
12102011 111259
A group of women hold up a bundle
of harvested ginger produce as part
of a Tanzanian Organic Agriculture
Movement initiative in Mnasi Tanzania
gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to
ginger production to breathe new life into previously struggling livelihoods Livelihoods in the
Korogwe District have dramatically improved since the intervention of gorta and TOAM with
the ginger crop last year outstripping the maize staple crop by four times Participants in the
programme can sell on their ginger harvests and with the proceeds are then able to invest in
other areas
TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining
a higher price and then informing them of the international market opportunities available for
the organic products TOAM also educates and trains the farmers to improve the quality of the
crop and gain certification so their produce will receive a fairer price
The gortaTOAM partnership provides expertise and training in ginger production helping
people in the local communities to become self-sufficient This in turn allows them to escape
poverty educate their children diversify their income into different farming areas and look
towards building a better life for themselves
Case Study Tanzanian Organic Agriculture Movement
Brochure_WFDindd 5
12102011 111259
Goretti Nakana sorts through her
crop of Irish potatoes Goretti is a
participant in the gortaEMESCO
programme in the Kibaale District
in Uganda which is currently being
implemented across 60 communities
and incorporates agriculture health
and water security
Brochure_WFDindd 2
12102011 111256
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo
capacity and capability to move towards the achievement of
prosperity ndash in this sense entrepreneurial development is key
Brochure_WFDindd 3
12102011 111259
SELECTED WORK - NON PROFIT
Annual Report 2010
Untitled-1 1
12082011 104455
About gorta 4
Foreward from the Chairman 6
CEos Message 8
Patron and Board Members 10
our Vision Mission and Values 12
Our Work ndash At Home 16
Hunger Secretariat and World
Food Day 18
Donor Engagement and
Communications 19
Fundraising 20
Networks 22
Stop Climate Chaos 24
International Alliance Against Hunger 25
Our Work ndash Overseas 26
Health 28
Education 30
Livelihoods 32
Water 34
Food 36
Accounts 38
Annual Financial statements 2010 40
cOntents
Photo caption to be placed
here Photo caption to be
placed here
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19
Our countries
Rosie Sambo Zagwa Million Dorothy Msonkho past
students of Bunda College of Agriculture Malawi
Rebecca Amukhoye of gorta speaks to particpants at the
Watershed Management Workshop in Mukono Uganda
Paticipants at the Watershed Management workshop in
Mukono Uganda
Pamela Nasimnu and William Keyah at the gorta funded
Baraka College Kenya
Uganda
bull Population 338
million
bull Life expectancy at
birth 541 years
Uganda has one of the highest
population growth rates in the world
with 26 living in chronic poverty As
one of Gortarsquos programme countries
since 1965 Uganda was designated as
a Gorta country of focus in 20078 The
elimination of poverty and hunger and the
creation of prosperous futures for the poorest
communities are part of Gortarsquos vision As
with each of our countries of focus Gorta
recognises that it is essential to work with
local district government officers and in line
with the National Development in order to
align their development efforts and to create
sustainable programmes that are owned by
the local communities Gortarsquos main focus in
Uganda has been on food security with an aim
to increase access to markets for smallholder
farmers while also working with local
partners on improving water and sanitation
and increasing awareness and access to
treatments of people living with HIVAids
Zambia
bullPopulation 132
million
bullLife expectancy at
birth 473 years
Decades of
economic decline
and neglect of
infrastructure
and services have
impacted heavily on
Zambiarsquos population of 115
million with 45 of the population ndash
52 million individuals ndash undernourished (FAo
2010) Gortarsquos involvement in Zambia has
been to five target areas where it is currently
working with local organisations on training
for beekeeping watershed management area
rehabilitation income generation and with
differently-abled groups
Kenya
bull Population 409 million
bull Life expectancy at birth 556 years
Kenyarsquos population is largely rural based
and rely on smallholder agriculture for their
livelihoods Unpredictable rainfall due to
climate change is having a significantly
negative effect on the food security status of
the country ndash droughts are on the rise placing
millions of Kenyans at risk of malnutrition
and starvation Gorta recognises the need
for training for smallholder farmers to adapt
their farming methods to a changing climate
Having been working in the country since the
mid-seventies and Kenya was designated as
a country of Gortarsquos focus in 20078 Gortarsquos
involvement was initially through small faith-
based organisations but recently we have
engaged with more strategic local partners
with the potential to scale-up and scale-out
Gortarsquos main area of work in Kenya is centred
on agricultural training and food security
through improved methods of agriculture
production
Malawi
bull Population 157 million
bull Life expectancy at birth 546 years
The Republic of Malawi is currently ranked
153 out of 169 on the Human Development
Index (2010) The majority of its population
of 123 million live below the poverty line
and about 83 of the people live in rural
areas with low access to basic health and
education services Agricultural production
is the mainstay of Malawirsquos economy
but landholdings are small leading to
encroachment on marginal lands and
increased erosion These conditions
combined with the high incidence of HIV
AIDS make the poor highly vulnerable
to effects of natural disasters and food
insecurity Gorta first began working in
Malawi in 2005 our focus of work is on water
and food security borehole rehabilitation
sanitation and hygiene irrigation schemes
exchange visits short training courses and the
promotion of self help groups
tanzania
bull Population 45 million
bull Life expectancy at birth 569 years
Climate change is already having an impact
on Tanzania and is likely to further affect
the country with increased temperatures
and lower rainfall which affects agriculture
forests water and coastal resources and
human health Tanzania became a country of
focus for Gorta in 2007 together with Kenya
Uganda Malawi and Zambia Since then
most of our programmes are concentrated
in the Northern regions of the country from
Lake Victoria to the Coast and include Mara
Arusha Manyara Kilimanjaro and Tanga
regions Gortarsquos programmes in Tanzania
focus specifically on maintaining and
improving forest conservation water security
projects and improving livelihoods through
income-generating schemes
ZAMBIA
UGANDA
Population and life expectancy statistics taken from the Human Development Report 2010
United Nations Development Programmes (UNDP)
KENYA
MALAWI
TANZANIA
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51
Financial Highlights 1 Where our money comes from
Donations and Fundraising
Income 5192
Trading Activities Income 936
Investment Income 596
Revenue based grants 178
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
2 How your money gets spent
Programmes Costs Including
Advocacy 7207
Costs of Generating Trading
Income 850
Governance Costs and
Currency Loss 42
Costs of Generating
Voluntary Income 1057
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
3 Breakdown of Fundraising
Income
Committed giving 4645
Legacies 159
Committee income 106
General donations 282
Gift in Kind 10
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
4 split of Grant Income by Donor
Irish Aid 150
Department of Agriculture
Fisheries and Food 19
Enterprise Ireland 975
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
5 split of Programmes spend
by country
Uganda 2276
Malawi 2053
Zambia 1109
Tanzania 710
Kenya 285
India 89
Haiti 52
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
6 split of Programmes spend by
thematic Area
Food Security 2407
Livelihoods 1927
Water and Sanitation 1247
Health 349
Education 295
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011
CASE STUDYTHE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience
The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope
The Hotel
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
Website
SELECTED WORKTopaz
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd
Testimonial
CASE STUDYWATERFORD AIRPORT
CASE STUDY - WATERFORD AIRPORT
Website
CASE STUDY - WATERFORD AIRPORT
Web Banners
CASE STUDY - WATERFORD AIRPORT
Facebook Marketing
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
COMPANY PROFILE - WHO WE ARE
TEAMTEAMOur Team
Aaron Cartlidge Senior Designer
Caroline Linenihan Administrator
Doireann de Faoite Senior Designer
Geoff Cowan Freelance Designer
Colin Byrne Creative Director
Susanne McCabe Sales Executive
Maeve Phelan Studio Manager
Each member of the TOTEM team has specialist skills and knowledge with expertise in a very wide range of marketing communications disciplines It means our collective capabilities as a company are much more than the sum of our parts and enables us to provide virtually any solution our clients ask us to deliver From video film and print management to graphic design designing or the web and creative concepts for advertising we can take care of it With confidence and creativity
DECADECOMPANY PROFILE - WHO WE ARE
DECADETOTEM is 10
raquo TOTEM was established in June 2002
raquo We currently employ 6 people in our home ndash a contemporary design studio on Dungarvanrsquos West side
raquo Over the last 10 years we have grown and evolved into the South Eastrsquos leading design studio
raquo During that time we have really enjoyed the opportunity to work with and help great clients
raquo Wersquore excited about turning 10 and look forward to working with new and existing clients over the next decade
CELEBRATING
A DECADEOF DESIGN
2002 - 2012
CELEBRATING
A DECADEOF DESIGN
2002 - 2012
BRANDCOMPANY PROFILE - WHO WE ARE
BRANDraquo At TOTEM we listen to our clients and really get to understand their organisation and what audiences they want to reach
raquo We take a holistic approach with every job no matter how small to insure it fits with the overall organisation vision
raquo Good design helps you tell your story which delivers trust the bedrock of modern branding
raquo Branding when done correctly will differentiate your organisation in todays cluttered marketplace
raquo This has never been more important than in todays economic climate
TOTEM ndash A Brand Led Design Studio
CLIENTSCOMPANY PROFILE - WHO WE ARE
CLIENTSSome Of Our Clients
COMPANY PROFILE - WHO WE ARE
AWARDSAWARDSSeptember 2011 Logo Lounge 7 An international publication of 2000 logos selected from 33000 world wide entries
The brand identity for the White House will be published in Logo lounge 7 which is due to be released early in 2012
November 2009 Irish Design Effectiveness Award from Design Business Ireland (DBI) raquo Gold Award for the Tannery website
January 2009 Hospitality Sales Marketing Association International Award [HSMAI] TOTEMrsquos design for the Cliff House Hotelrsquos brochure was the winner of the category Best Hotel Brochure ndash Individual Property
November 2008 Irish Design Effectiveness Award from the Graphic Design Business Association (GDBA) raquo Silver Award for the Waterford Festival of Food branding and marketing materials raquo Silver Award for the design and implementation of the Cliff House Hotel website
September 2008 Logo Lounge Emo Oilrsquos brand identity for Emo E85 was published in Logo Lounge 5
November 2007 Graphis The International Journal of Visual Communication Gold award for the design and implementation of Alan Dalton Goldsmith brand identity
November 2007 Irish Design Effectiveness Award from the Graphic Design Business Association (GDBA) raquo Gold Award for ldquoMy Life Storyrdquo a life history book designed from the Alzheimer Society of Ireland raquo Silver Award for the design and implementation of Crews brand identity
November 2006 Irish Design Effectiveness Award from the GDBA raquo Overall lsquoGrand Prixrsquo Winner for YouGetItBackcom raquo Gold Award for the design and implementation of the YouGetItBackcom Brand Identity raquo Silver Award for the design and implementation of the YouGetItBackcom Point of Sale
November 2005 Irish Design Effectiveness Award from the GDBA Bronze Award for the OrsquoShea | OrsquoToole and Partners Corporate Identity
September 2003 Irish Design Effectiveness Award from the GDBA raquo Silver Award for the Student Counselling and Development [SCampD] Corporate Identity a department in UCC
Some Of The Awards Wersquove Won
COMPANY PROFILE - WHO WE ARE
ADDED VALUEADDED VALUEWhy Choose TOTEM
We believe that good design increases market share adding to your bottom line
We do this by listening Really listening Which allows us to understand your business ndash what makes it tick and where you need to go
Then we use design to link strategy and creativity by shaping ideas to become practical and attractive propositions for your consumers
These ideas will differentiate you
Our holistic approach and design versatility allows us to roll out these ideas consistently across every customer touch point ndash online and offline
TOTEMrsquos high level of customer service means we deliver our projects on-budget on-time every time
Finally the service we provide is good value for money and delivers a genuine return on your investment
This end result
starts here
SELECTED WORKTHE K CLUB
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
CASE STUDYTHE TALL SHIPS RACES WATERFORD 2011
The Big Idea ndash A Quayside OdysseyThe high seas have always offered the promise of adventure and an opportunity to experience people places and ideas beyond the realms of our own every day existence Any voyage aboard a tall ship now as then gives us the chance to set off on an epic voyage of self discovery and adventure
But what happens on the quayside As a very special gathering of the fleet the Tall Ships Races still offer us a unique chance to experience something completely different ndash even though
we may never set sail We get to explore new things see rare and beautiful sights tall ships at close quarters meet new people and learn a little about the worldMusic crafts food fireworks people dancing FUN FUN FUN and the ships themselves all pay their part in making our journey through the Tall Ships Race very very special indeed It becomes our very own QUAYSIDE ODYSSEY ndash from Rice Bridge to Reginaldrsquos Tower
Tall Ships Races Waterford 2011 ndash Irelandrsquos Biggest Quayside Party
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Reflecting the energy vibrancy and diversity that the Tall Ships Race brings with it this brand identity creates high impact in its colourful representation of this very special event in Waterfordrsquos 2011 calendar Using a strong festive colour palette to create a fun family friendly feel it
celebrates the coming together of cultures crews and communities 3 distinctive intersecting sail shapes unify to create a singular dynamic Tall Ship iconA strong solid slab-serif font is used to compliment the fluid sail shapes and to clearly identify the location Bluersquos are used in the
text to create some county pride A sense of the fun excitement and energy of this unique festival is encapsulated within this identity which was integrated into all marketing collateral making a striking and memorable brand
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Brand Identity
TOTEM applied the brand identity to a variety of marketing materials from the 106 page A5 Official Programme to the multifunctional Corporate Folder and 5 Sales Inserts which were pitched at securing different levels of sponsorshipA variety of other items were also designed such as postcards menus buntings door stickers and banners
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Marketing Literature
The Tall ShipS RaceS2011 WaTeRfoRd
Official SOuvenir BrOchure
30 june ndash 3 july WATERFORD CiTy iRElAnDSail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE
E50
0
feSt
ival P
rice
OnlY
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
A 48 sheet poster on a mobile ad-van was used in Hartlepool UK the closing destination for the 2010 race to advertise that Waterford would be the start of the Tall Ships Race for 2011In the run up to the race national 48 and 96 sheet posters were used to promote the eventIrelandrsquos largest poster ndash 120 feet wide ndash hangs on Waterfordrsquos North Quays which was used to promote the race to the local people in the 12 months leading to the event It is now used to commemorate the wonderful occasion that was Irelandrsquos Biggest Ever Quayside Party
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Outdoor Advertising
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
30 june ndash 3 july 2011 W A T E R F O R D c i T yw w wWate r fordTa l l Sh ip s R a c e ie
ThE TAll ShipS RAcESP r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
If you love to party then Waterford is the place to be this summer Wersquoll be celebrating the start of an epic sea voyage with fRee live music on the quayside of Irelandrsquos oldest cityWith four days of great entertainment street parties and exciting food stalls therersquos no better excuse for a daytrip So shake a leg Tell your friends and family and get on boardSail Training
International
Presented by Szczecin
THE T
ALL SHIPS RACESfood amp cRafT vIllageS
STReeT TheaTRe
lIve muSIc
gReaT value ShoppIng Waterford Institute of Technology
shake alegat I R e l a N D rsquo s B Ig ge st e V e R qUaYsIDe PaRtY
The primary format for the press ads was a 3 column wide advert that was the full height of the publication [next page] This distinctive shape helped the ad to stand out while also subtly reinforcing the lsquoTallrsquo aspect of the eventThese ads were then amended for a variety of shapes ndash Irish Times front and back page Solus [above] and a reverse L shaped advert [above] for GO the Travel Supplement from the same paper
Press Advertising
All AboArdFOR IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
In July 2011 the worldrsquos most beautiful ships will set sail from
the city of Waterford to embark on an epic sailing race Join us as
we celebrate four days amp nights of fantastic entertainment fun food
and fireworks Tell your friends and family to come home and experience the magic Get on
board and support the festival
Call to the Race Office at 41 The Quay Waterford
or visit
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
WaterfordTallShipsRaceie
shake alegAT IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
If you love to party then Waterford will be the place to be during the
summer of 2011 Wersquoll be celebrating the start of an epic sea voyage with
live music and free concerts right on the quayside Join us for four days
of great entertainment theatre and street parties So shake a leg
Tell your friends and family and get on board
Call to the Race Office at 41 The Quay Waterford
or visit WaterfordTallShipsRaceie
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
WaterfordTallShipsRaceie
shiver metimbers
In June 2011 a spectacular carnival will light up the quayside as the worldrsquos most beautiful ships set
sail on an epic sailing voyage from Waterford city Four days of parades
pageantry and performers will colour the streets as we celebrate
this unique festival and atmosphere on Waterfordrsquos quayside
Tell your friends and family and get on board
Call to the Race Office at 41 The Quay Waterford
or visit
ITrsquoS IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
TOTEM conceived and directed a 30 second TV advert that was aired on the RTE channels for the month of June in the run up to the event We worked in partnership with Nemeton TV who did the production work on the advertSome of the final story board is above and the actual 30 second ad is an mpeg file that accompanies this pdf
TV Advertising
Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency
Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd
Testimonial
SELECTED WORKDOWN SYNDROME IRELAND
SELECTED WORK - NON PROFIT
One of them will have a happy childhood find love and get a well paid job
The other one will too
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 5 15032012 0914
SELECTED WORK - NON PROFIT
Hello My name is JamesAny chance of a cuddle
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 1 15032012 0913
Shersquos my sister
And hersquos my brother
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 6 15032012 0914
wwwdownsyndromeie
Therersquos no place
The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family
Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families
(Sue Buckley amp Ben Sacks 2001)
like home
ldquo
ldquo
DSI Landscape [Snap Frame]indd 7 15032012 0914
wwwdownsyndromeie
Hersquos helpful smart loves a laugh and enjoys life to the full
Just like his son
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 8 15032012 0914
SELECTED WORK - NON PROFIT
2 3
Congratulations
on the Birth of your BaBy
The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness
Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other
There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault
All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development
taBle of Contents
Congratulations 3
feelings and emotions 4
telling Brothers and sisters 6
Down syndrome 7
Question time 9
a Bright future ahead 10
stimulation and Bonding 12
What to ask your Doctor 14
entitlements 18
Down syndrome ireland 20
recommended reading 22
6 7
telling Brothers anD sisters
Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need
Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings
Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things
They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born
They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease
Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated
At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo
DoWn synDrome
Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome
What is a syndrome
A syndrome is a collection of several symptoms and signs that usually occur together
What is a chromosome
Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total
22 23
reCommenDeD reaDing
Down syndromean introduction for parents amp Carers
Cliff Cunningham
a minor adjustment
Andy Merriman
early Communication skills for Children Down syndrome
Libby Kumin
Babies with Down syndrome
Karen Stray-Gendersen
Building healthy minds
Stanley Greenspan MD
it takes two to talk
Jan Pepper amp Elaine Weitzman
This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]
May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members
May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide
aCknoWleDgements
graacuteinne murphy National Resource Team Down Syndrome Ireland
Dr Joan murphy (phd) Health Specialist
annette orsquo neill Down Syndrome Ireland
pat Clarke Chief Executive Down Syndrome Ireland
Clare leonard President Down Syndrome Ireland
Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland
4 5
Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before
feelings anD emotions
People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child
Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers
Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome
Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help
Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops
DaD
At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead
ldquo ldquo
mum
We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too
sister
When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time
aDult With DoWn synDrome
The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person
ldquo
ldquo
ldquo
ldquo
ldquo
ldquo
A publication by Down Syndrome Ireland copy 2011
Parent InformationBooklet
SELECTED WORK - NON PROFIT
SELECTED WORKGORTA
SELECTED WORK - NON PROFIT
Community Oriented Watershed Management
gortarsquos approach
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo capacity
and capability to move towards the achievement of prosperity
Children from the Wayaworr village sit
on the slopes of the Wayaworr water
storage dam In 2008 the existing
excavation was rehabilitated as a
water storage facility through the
ADWAC- gorta partnership The lake
is a deliberate catchment of rainwater
and is used for water for livestock
irrigation for tree planting in the
catchment area and the recharging
of groundwater which benefits wells in
the surrounding villages
Capacity Building and Technical Support
A grader provided by gorta successfully carried out the earthworks for the contour bunds Training
in the operation and maintenance of the heavy machinery was provided to ensure that this activity
will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the
collaboration of an agriculture engineer from Senegal who has provided on-going support and makes
periodic visits These activities are similar to the interventions carried out in Senegal by international
donors including USAID and the World Bank There the construction of two water storage dams with a
capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers
and reduced damage to crops due to improved cattle tracks from the dams to other water resources
In my district 80 of conflicts I address are related to cases between
farmers and cattle owners regarding grazing and drinking points Thanks
to the re-demarcation of the cattle tracks since 2010 I have never
arbitrated any case of such related conflicts
Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda
The programme involved training community members in Chamen village in the manual
construction of gabion boxes required for the reinforcement of the check dams Consequently
the limited availability of these boxes in the country and their high cost are no longer
constraints to the earthwork required for the soil conservation interventions Other livelihood
aspects of the integrated watershed management programme include water harvesting
through the construction of half moons establishment wood lots micro credit schemes in
10 villages rearing of small ruminants such as sheep and poultry and income generation
activities through food processing and marketing and processing of ground nuts and millet by
village cooperatives
We the women of Njonen are no more burdened with the use of mortar
and pestle While we save labour to do other economic activities we also
generate an income from the use of the milling machine
Mallah Jallow President of Njonen Women group
lsquolsquorsquorsquo
The 14 million litres water storage dam near Wayaworr
village in Njaba Kunda The Gambia provides water to
approximately 1200 cattle during the four months of the dry
season Since the construction of the dam there has been
a reduction in the number of conflicts over access to water
sources between farmers and herdsmen
One of the spillways in the 45km retention dyke is used to
control the salt intrusion near Marong Kunda village in Njaba
Kunda the Gambia The rehabilitation of 200 hectares has
supported the production of an extra 100000kg of rice
grown by 300 women
Mallah Jallow President of the
Njonen Women group in Njonen
village the Gambia
lsquolsquorsquorsquo
Programme Development
The implementation of the water resource
management programme with TFCG began
in June 2010 with massive sensitization
to raise awareness on water management
issues for over 30000 people Similar to other
awareness-raising programmes implemented
by TFCG training and sensitization meetings
were attended by a wide range of participants
These included representatives from the local
authorities district officials traditional leaders
and other stakeholders such as NGOs and local
networks Village Natural Resource Committees
(VNRC) farmers women and youth groups and
individuals Posters and t-shirts were distributed
and during a field visit to the project site by
a gorta representative in February 2012 the
participantsrsquo awareness of water management
issues and potential solutions was clearly
evident
Integrated catchment management plans were
developed for the upper Mkolo and Kwebululu
rivers involving all 21 villages Water committee
members were trained in the management of
water resources in order to enable them to
construct and manage the protection of the
springs that deliver water to 16 villages and
will provide safe and clean drinking water
to approximately 10000 people Protection
of the water sources included a wide range
of interventions from small water sources
providing water to 50-100 households to larger
water sources that include gravity delivery and
distribution systems to ensure that community
members have easy access to clean water
within reach The VNRC established in the
catchment area in 1997 received further training
in participatory management of the upper
catchment in order to ensure the quality of the
water and the vegetation that protects these
water sources As the patrolling of the forest
has been carried out by the participatory forest
conservation committees for the past 20 years
the additional water resource protection is a
natural step for these committees Reforestation
efforts have also taken place around the water
sources so as to promote their conservation
A gorta Case Study Tanzania
Eva Lolenzo and Lilian Williams from
Bagamoyo village
in Korogwe district
Tanzania climb up-hill
carrying water from a
spring that supplies
water to 80 households
out of 3400 people
living in the village
The Water Users
Committee received
training on sustainable
management of the
spring
The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since
2008 in Participatory Forest Management (PFM) and other livelihood interventions
such as improved agricultural practices Since 2010 water resource management
has been implemented in Lushoto and Korogwe districts of the Western Usambara
Mountain in Tanzaniarsquos Northeastern region TFCG have been working with
communities in 21 villages in the project area for the last 15 years where they have
been promoting sustainable livelihoods strategies through participatory forest
management improved sustainable agriculture practices rearing of small ruminants
and bee-keeping and aquaculture as income generation activities In 2009 a
participatory situation analysis was carried out by TFCG in Lushoto and Korogwe
districts where results revealed that only 46 of the people in Lushoto and 51 in
Korogwe had access to clean water This was affecting women in particular who had
to travel long distances in mountainous terrain to fetch water
Promoting Conservation
Agricultural Practices
Farmer field schools (FFS) provided training
to 630 farmers (246 women and 384 men) on
improved agriculture techniques that included
irrigation on a small scale Each of the FFS
were trained in improved agriculture techniques
based on conservation agriculture practices
The demonstration plots were developed on
the hillsides in areas where the slope reaches
100 Earth terraces were also constructed
where irrigation basins were formed to cultivate
a diversity of crops such as tomatoes beans
maize ginger cabbages green peppers and
potatoes and the ground was treated with
organic manure Irrigation is currently being
provided by gravity-fed irrigation canals and a
mobile improvised sprinkler Ten drip irrigation
systems of 500 square metres are due to be
placed on the demonstration plots and these will
be accompanied by intensive technical support to
ensure correct operation and maintenance Two
gravity schemes are planned to be rehabilitated
through the project and provide water to over 600
farmers irrigating approximately 450 acres
Complementary Interventions
Other water-related interventions promoted
through the programme include harvesting of
rainwater in 15 schools A total of 7500 students
will have improved access to drinking water
when water is scarce during the dry periods from
March to June and from September to November
The programme also involves participatory forest
management which TFCG have been practicing
since 1985 Tree nurseries were established in
primary schools with support from farmer groups
and it is expected that these trees (firewood and
timber varieties) will be distributed to at least
10000 farmers thus alleviating pressure on the
natural forest A total number of 1500000 trees
are expected to be planted during the three-year
programme
Bee-keeping activities have been practiced by
other communities supported by TFCG in the
Arc range mountains and have had very positive
results Selected community members have
received a total of 300 beehives It is estimated
that one beehive could provide 40 litres of honey
per year which can be sold at a weight value of
6000 Tanzania shillings (TSh) per kg which is
equal to approximately 3 Euro Therefore one
beehive provides an annual income of 240000
TSh (115 Euro) per year The expected total
income to be generated from 300 beehives would
be in the region of 72000000 TSh (33540 Euro)
per year
Participants planting tree saplings at a
Tanzania Forest Conservation Group
tree nursery in the West Usambara
Mountains Tanzania
Hausa and Jaacobo Lucas
irrigate the demonstration
plot that Bagamoyo Farm
Field School (FFS) cultivate
15 women and 15 men have
constructed soil terraces on
a le acre where they cultivate
ginger tomatoes cassava
maize cabbage and beans
Drip irrigation equipment
will soon be installed to
enhance the agriculture
production during the dry
season
SELECTED WORK - NON PROFIT
food prices brief
Brochure_WFDindd 1
12102011 111254
gortarsquos approach
In line with gortarsquos strategy and that of the
Irish Governmentrsquos Hunger Task Force we
recognise the important role smallholder
farmers play as part of the solution It is
essential that the current focus on price
volatility at both national and international
level leads to further investment in the
agriculture sector particularly focusing
on research and new and improved
technologies as well as in social security
in order to support the most vulnerable
gorta is working with local partners in
building their resilience to shocks by
creating safety nets as part of a coping
strategy
gorta is also bridging the gap between
agriculture research and smallholder farmers
We recognise the need to link research
with operations in the field and encourage
smallholder farmersrsquo access to training amp
information improved seed technology and
climate smart agriculture We adopt a model
of integrated community development which
promotes among others the safeguarding of
local biodiversity
gorta believes further
investment needs to be
made in strengthening
bull Research and innovation
bull Climate-smart agriculture
bull Improved seeds and farm management
techniques
bull Watershed management
bull Infrastructure marketing systems
extension and communication services
bull Market information and transparency
bull Protection of indigenous knowledge and
biodiversity
bull Food distribution systems food stocks
and reserves
bull Social safety nets
bull Small holder farmersrsquo active free and
meaningful participation in decision
making
Excessive fluctuations in commodity prices whether in situations
of price increases or price depressions create uncertainties for
farmers This affects decisions regarding agricultural investment
and as such has a long-term impact on world food security
The High Level Panel of Experts on Food Security and Nutrition of the
Committee on World Food Security July 2011
lsquolsquo
rsquorsquo
Brochure_WFDindd 6
12102011 111300
It is crucial to better understand our agricultural system and
it is imperative for research and development to start thinking
about new and sustainable approaches to improving the
quality safety and variety of food produced and consumed
around the world
Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International
Women selling grain at a marketplace
in Ghana
lsquolsquo
rsquorsquo
Brochure_WFDindd 7
12102011 111301
The issueldquoSmall import-dependent countries especially
in Africa were deeply affected by the food and
economic crises Some large countries were
able to insulate their markets from the crisis
through restrictive trade policies and protect
their consumers through safety nets However
trade insulation increased prices and volatility in
international marketsrdquo (FAO The State of Food
Insecurity in the World 2011)
The situation which brought about the 2011 food
price increase has some similarities to that which
led to the 20072008 global food crisis described
above during which FAO estimated that the
number of undernourished people increased
by 170 million in the period from 2007-2009
(FAO 2009) The situation was triggered by a
reduction in the levels of global grain stocks
higher oil prices increased financial investments
in agricultural commodities (WB and IMF 2011)
and an increase in international prices across
same According to the Committee on World
Food Security (CFS) High Level Panel of Experts
on Food Security and Nutrition (July 2011) since
2007 the volatility of food prices and the number
of countries effected by it has increased
The Food and Agriculture Organization of the
United Nations (FAO) publishes a monthly
Food Price Index which is viewed as a global
benchmark for food price trends and reports on
five food commodities cereals oilseeds sugar
dairy and meat According to it while global
food prices fell slightly in September 2011 due
largely to the global economic slowdown prices
across the five commodities remain high and are
still above those of 2010 (FAO 2011) The State
of Food Insecurity in the World 2011 an annual
global hunger report published jointly by FAO the
International Fund for Agricultural Development
(IFAD) and the World Food Programme (WFP)
predicts that high and volatile food prices will
persist with food importing countries especially
in Africa mostly at risk
Since the 20072008 price spike there has
been international recognition that investment
in agriculture at both micro and macro levels is
necessary to mitigate against further food price
volatility At the same time agriculture needs
to be viewed within a holistic multi-sectoral
framework Diversifying on-farm and off-farm
activities enables smallholder farmers to reduce
their risk and vulnerability to shocks Access to
market and commodity price information at the
right time remains critical for farmers in order for
them to plant accordingly
What are the factors involved
Among factors relating to food price volatility
are weather variability trade policies (including
export restrictions and bans) increasing oil
prices and the emergence of new financial
investors which are all likely to persist Each of
these highlights the urgent need to focus on
the drivers of food prices and to find long-term
sustainable solutions Other relevant elements
include the shift in the quality of demand for
foods that are more intensive in grains such as
meat and dairy the trade-off between grains
for food feed and biofuels population growth
ndash with figures set to rise to approximately 82
billion by 2030 (UN 2005) ndash and the reduction in
agriculture productivity All of these elements put
further pressure on an already under-invested
sector and on limited resources
Who is affected and how
Despite vast agricultural potential many African
countries are significant net food importers with
high food prices therefore having an immediate
impact on poor householdsrsquo purchasing
power and income share going to food With
approximately 60-80 percent of a householdrsquos
income spent on food any sudden and high
increase in food prices can result in severe
threats to food and nutrition security pushing
families deeper into poverty and hunger This
consequently impacts on their access to other
services such as health care and education
Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos
Farming Communities
Brochure_WFDindd 4
12102011 111259
A group of women hold up a bundle
of harvested ginger produce as part
of a Tanzanian Organic Agriculture
Movement initiative in Mnasi Tanzania
gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to
ginger production to breathe new life into previously struggling livelihoods Livelihoods in the
Korogwe District have dramatically improved since the intervention of gorta and TOAM with
the ginger crop last year outstripping the maize staple crop by four times Participants in the
programme can sell on their ginger harvests and with the proceeds are then able to invest in
other areas
TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining
a higher price and then informing them of the international market opportunities available for
the organic products TOAM also educates and trains the farmers to improve the quality of the
crop and gain certification so their produce will receive a fairer price
The gortaTOAM partnership provides expertise and training in ginger production helping
people in the local communities to become self-sufficient This in turn allows them to escape
poverty educate their children diversify their income into different farming areas and look
towards building a better life for themselves
Case Study Tanzanian Organic Agriculture Movement
Brochure_WFDindd 5
12102011 111259
Goretti Nakana sorts through her
crop of Irish potatoes Goretti is a
participant in the gortaEMESCO
programme in the Kibaale District
in Uganda which is currently being
implemented across 60 communities
and incorporates agriculture health
and water security
Brochure_WFDindd 2
12102011 111256
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo
capacity and capability to move towards the achievement of
prosperity ndash in this sense entrepreneurial development is key
Brochure_WFDindd 3
12102011 111259
SELECTED WORK - NON PROFIT
Annual Report 2010
Untitled-1 1
12082011 104455
About gorta 4
Foreward from the Chairman 6
CEos Message 8
Patron and Board Members 10
our Vision Mission and Values 12
Our Work ndash At Home 16
Hunger Secretariat and World
Food Day 18
Donor Engagement and
Communications 19
Fundraising 20
Networks 22
Stop Climate Chaos 24
International Alliance Against Hunger 25
Our Work ndash Overseas 26
Health 28
Education 30
Livelihoods 32
Water 34
Food 36
Accounts 38
Annual Financial statements 2010 40
cOntents
Photo caption to be placed
here Photo caption to be
placed here
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19
Our countries
Rosie Sambo Zagwa Million Dorothy Msonkho past
students of Bunda College of Agriculture Malawi
Rebecca Amukhoye of gorta speaks to particpants at the
Watershed Management Workshop in Mukono Uganda
Paticipants at the Watershed Management workshop in
Mukono Uganda
Pamela Nasimnu and William Keyah at the gorta funded
Baraka College Kenya
Uganda
bull Population 338
million
bull Life expectancy at
birth 541 years
Uganda has one of the highest
population growth rates in the world
with 26 living in chronic poverty As
one of Gortarsquos programme countries
since 1965 Uganda was designated as
a Gorta country of focus in 20078 The
elimination of poverty and hunger and the
creation of prosperous futures for the poorest
communities are part of Gortarsquos vision As
with each of our countries of focus Gorta
recognises that it is essential to work with
local district government officers and in line
with the National Development in order to
align their development efforts and to create
sustainable programmes that are owned by
the local communities Gortarsquos main focus in
Uganda has been on food security with an aim
to increase access to markets for smallholder
farmers while also working with local
partners on improving water and sanitation
and increasing awareness and access to
treatments of people living with HIVAids
Zambia
bullPopulation 132
million
bullLife expectancy at
birth 473 years
Decades of
economic decline
and neglect of
infrastructure
and services have
impacted heavily on
Zambiarsquos population of 115
million with 45 of the population ndash
52 million individuals ndash undernourished (FAo
2010) Gortarsquos involvement in Zambia has
been to five target areas where it is currently
working with local organisations on training
for beekeeping watershed management area
rehabilitation income generation and with
differently-abled groups
Kenya
bull Population 409 million
bull Life expectancy at birth 556 years
Kenyarsquos population is largely rural based
and rely on smallholder agriculture for their
livelihoods Unpredictable rainfall due to
climate change is having a significantly
negative effect on the food security status of
the country ndash droughts are on the rise placing
millions of Kenyans at risk of malnutrition
and starvation Gorta recognises the need
for training for smallholder farmers to adapt
their farming methods to a changing climate
Having been working in the country since the
mid-seventies and Kenya was designated as
a country of Gortarsquos focus in 20078 Gortarsquos
involvement was initially through small faith-
based organisations but recently we have
engaged with more strategic local partners
with the potential to scale-up and scale-out
Gortarsquos main area of work in Kenya is centred
on agricultural training and food security
through improved methods of agriculture
production
Malawi
bull Population 157 million
bull Life expectancy at birth 546 years
The Republic of Malawi is currently ranked
153 out of 169 on the Human Development
Index (2010) The majority of its population
of 123 million live below the poverty line
and about 83 of the people live in rural
areas with low access to basic health and
education services Agricultural production
is the mainstay of Malawirsquos economy
but landholdings are small leading to
encroachment on marginal lands and
increased erosion These conditions
combined with the high incidence of HIV
AIDS make the poor highly vulnerable
to effects of natural disasters and food
insecurity Gorta first began working in
Malawi in 2005 our focus of work is on water
and food security borehole rehabilitation
sanitation and hygiene irrigation schemes
exchange visits short training courses and the
promotion of self help groups
tanzania
bull Population 45 million
bull Life expectancy at birth 569 years
Climate change is already having an impact
on Tanzania and is likely to further affect
the country with increased temperatures
and lower rainfall which affects agriculture
forests water and coastal resources and
human health Tanzania became a country of
focus for Gorta in 2007 together with Kenya
Uganda Malawi and Zambia Since then
most of our programmes are concentrated
in the Northern regions of the country from
Lake Victoria to the Coast and include Mara
Arusha Manyara Kilimanjaro and Tanga
regions Gortarsquos programmes in Tanzania
focus specifically on maintaining and
improving forest conservation water security
projects and improving livelihoods through
income-generating schemes
ZAMBIA
UGANDA
Population and life expectancy statistics taken from the Human Development Report 2010
United Nations Development Programmes (UNDP)
KENYA
MALAWI
TANZANIA
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51
Financial Highlights 1 Where our money comes from
Donations and Fundraising
Income 5192
Trading Activities Income 936
Investment Income 596
Revenue based grants 178
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
2 How your money gets spent
Programmes Costs Including
Advocacy 7207
Costs of Generating Trading
Income 850
Governance Costs and
Currency Loss 42
Costs of Generating
Voluntary Income 1057
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
3 Breakdown of Fundraising
Income
Committed giving 4645
Legacies 159
Committee income 106
General donations 282
Gift in Kind 10
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
4 split of Grant Income by Donor
Irish Aid 150
Department of Agriculture
Fisheries and Food 19
Enterprise Ireland 975
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
5 split of Programmes spend
by country
Uganda 2276
Malawi 2053
Zambia 1109
Tanzania 710
Kenya 285
India 89
Haiti 52
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
6 split of Programmes spend by
thematic Area
Food Security 2407
Livelihoods 1927
Water and Sanitation 1247
Health 349
Education 295
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011
CASE STUDYTHE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience
The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope
The Hotel
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
Website
SELECTED WORKTopaz
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd
Testimonial
CASE STUDYWATERFORD AIRPORT
CASE STUDY - WATERFORD AIRPORT
Website
CASE STUDY - WATERFORD AIRPORT
Web Banners
CASE STUDY - WATERFORD AIRPORT
Facebook Marketing
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
DECADECOMPANY PROFILE - WHO WE ARE
DECADETOTEM is 10
raquo TOTEM was established in June 2002
raquo We currently employ 6 people in our home ndash a contemporary design studio on Dungarvanrsquos West side
raquo Over the last 10 years we have grown and evolved into the South Eastrsquos leading design studio
raquo During that time we have really enjoyed the opportunity to work with and help great clients
raquo Wersquore excited about turning 10 and look forward to working with new and existing clients over the next decade
CELEBRATING
A DECADEOF DESIGN
2002 - 2012
CELEBRATING
A DECADEOF DESIGN
2002 - 2012
BRANDCOMPANY PROFILE - WHO WE ARE
BRANDraquo At TOTEM we listen to our clients and really get to understand their organisation and what audiences they want to reach
raquo We take a holistic approach with every job no matter how small to insure it fits with the overall organisation vision
raquo Good design helps you tell your story which delivers trust the bedrock of modern branding
raquo Branding when done correctly will differentiate your organisation in todays cluttered marketplace
raquo This has never been more important than in todays economic climate
TOTEM ndash A Brand Led Design Studio
CLIENTSCOMPANY PROFILE - WHO WE ARE
CLIENTSSome Of Our Clients
COMPANY PROFILE - WHO WE ARE
AWARDSAWARDSSeptember 2011 Logo Lounge 7 An international publication of 2000 logos selected from 33000 world wide entries
The brand identity for the White House will be published in Logo lounge 7 which is due to be released early in 2012
November 2009 Irish Design Effectiveness Award from Design Business Ireland (DBI) raquo Gold Award for the Tannery website
January 2009 Hospitality Sales Marketing Association International Award [HSMAI] TOTEMrsquos design for the Cliff House Hotelrsquos brochure was the winner of the category Best Hotel Brochure ndash Individual Property
November 2008 Irish Design Effectiveness Award from the Graphic Design Business Association (GDBA) raquo Silver Award for the Waterford Festival of Food branding and marketing materials raquo Silver Award for the design and implementation of the Cliff House Hotel website
September 2008 Logo Lounge Emo Oilrsquos brand identity for Emo E85 was published in Logo Lounge 5
November 2007 Graphis The International Journal of Visual Communication Gold award for the design and implementation of Alan Dalton Goldsmith brand identity
November 2007 Irish Design Effectiveness Award from the Graphic Design Business Association (GDBA) raquo Gold Award for ldquoMy Life Storyrdquo a life history book designed from the Alzheimer Society of Ireland raquo Silver Award for the design and implementation of Crews brand identity
November 2006 Irish Design Effectiveness Award from the GDBA raquo Overall lsquoGrand Prixrsquo Winner for YouGetItBackcom raquo Gold Award for the design and implementation of the YouGetItBackcom Brand Identity raquo Silver Award for the design and implementation of the YouGetItBackcom Point of Sale
November 2005 Irish Design Effectiveness Award from the GDBA Bronze Award for the OrsquoShea | OrsquoToole and Partners Corporate Identity
September 2003 Irish Design Effectiveness Award from the GDBA raquo Silver Award for the Student Counselling and Development [SCampD] Corporate Identity a department in UCC
Some Of The Awards Wersquove Won
COMPANY PROFILE - WHO WE ARE
ADDED VALUEADDED VALUEWhy Choose TOTEM
We believe that good design increases market share adding to your bottom line
We do this by listening Really listening Which allows us to understand your business ndash what makes it tick and where you need to go
Then we use design to link strategy and creativity by shaping ideas to become practical and attractive propositions for your consumers
These ideas will differentiate you
Our holistic approach and design versatility allows us to roll out these ideas consistently across every customer touch point ndash online and offline
TOTEMrsquos high level of customer service means we deliver our projects on-budget on-time every time
Finally the service we provide is good value for money and delivers a genuine return on your investment
This end result
starts here
SELECTED WORKTHE K CLUB
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
CASE STUDYTHE TALL SHIPS RACES WATERFORD 2011
The Big Idea ndash A Quayside OdysseyThe high seas have always offered the promise of adventure and an opportunity to experience people places and ideas beyond the realms of our own every day existence Any voyage aboard a tall ship now as then gives us the chance to set off on an epic voyage of self discovery and adventure
But what happens on the quayside As a very special gathering of the fleet the Tall Ships Races still offer us a unique chance to experience something completely different ndash even though
we may never set sail We get to explore new things see rare and beautiful sights tall ships at close quarters meet new people and learn a little about the worldMusic crafts food fireworks people dancing FUN FUN FUN and the ships themselves all pay their part in making our journey through the Tall Ships Race very very special indeed It becomes our very own QUAYSIDE ODYSSEY ndash from Rice Bridge to Reginaldrsquos Tower
Tall Ships Races Waterford 2011 ndash Irelandrsquos Biggest Quayside Party
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Reflecting the energy vibrancy and diversity that the Tall Ships Race brings with it this brand identity creates high impact in its colourful representation of this very special event in Waterfordrsquos 2011 calendar Using a strong festive colour palette to create a fun family friendly feel it
celebrates the coming together of cultures crews and communities 3 distinctive intersecting sail shapes unify to create a singular dynamic Tall Ship iconA strong solid slab-serif font is used to compliment the fluid sail shapes and to clearly identify the location Bluersquos are used in the
text to create some county pride A sense of the fun excitement and energy of this unique festival is encapsulated within this identity which was integrated into all marketing collateral making a striking and memorable brand
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Brand Identity
TOTEM applied the brand identity to a variety of marketing materials from the 106 page A5 Official Programme to the multifunctional Corporate Folder and 5 Sales Inserts which were pitched at securing different levels of sponsorshipA variety of other items were also designed such as postcards menus buntings door stickers and banners
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Marketing Literature
The Tall ShipS RaceS2011 WaTeRfoRd
Official SOuvenir BrOchure
30 june ndash 3 july WATERFORD CiTy iRElAnDSail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE
E50
0
feSt
ival P
rice
OnlY
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
A 48 sheet poster on a mobile ad-van was used in Hartlepool UK the closing destination for the 2010 race to advertise that Waterford would be the start of the Tall Ships Race for 2011In the run up to the race national 48 and 96 sheet posters were used to promote the eventIrelandrsquos largest poster ndash 120 feet wide ndash hangs on Waterfordrsquos North Quays which was used to promote the race to the local people in the 12 months leading to the event It is now used to commemorate the wonderful occasion that was Irelandrsquos Biggest Ever Quayside Party
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Outdoor Advertising
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
30 june ndash 3 july 2011 W A T E R F O R D c i T yw w wWate r fordTa l l Sh ip s R a c e ie
ThE TAll ShipS RAcESP r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
If you love to party then Waterford is the place to be this summer Wersquoll be celebrating the start of an epic sea voyage with fRee live music on the quayside of Irelandrsquos oldest cityWith four days of great entertainment street parties and exciting food stalls therersquos no better excuse for a daytrip So shake a leg Tell your friends and family and get on boardSail Training
International
Presented by Szczecin
THE T
ALL SHIPS RACESfood amp cRafT vIllageS
STReeT TheaTRe
lIve muSIc
gReaT value ShoppIng Waterford Institute of Technology
shake alegat I R e l a N D rsquo s B Ig ge st e V e R qUaYsIDe PaRtY
The primary format for the press ads was a 3 column wide advert that was the full height of the publication [next page] This distinctive shape helped the ad to stand out while also subtly reinforcing the lsquoTallrsquo aspect of the eventThese ads were then amended for a variety of shapes ndash Irish Times front and back page Solus [above] and a reverse L shaped advert [above] for GO the Travel Supplement from the same paper
Press Advertising
All AboArdFOR IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
In July 2011 the worldrsquos most beautiful ships will set sail from
the city of Waterford to embark on an epic sailing race Join us as
we celebrate four days amp nights of fantastic entertainment fun food
and fireworks Tell your friends and family to come home and experience the magic Get on
board and support the festival
Call to the Race Office at 41 The Quay Waterford
or visit
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
WaterfordTallShipsRaceie
shake alegAT IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
If you love to party then Waterford will be the place to be during the
summer of 2011 Wersquoll be celebrating the start of an epic sea voyage with
live music and free concerts right on the quayside Join us for four days
of great entertainment theatre and street parties So shake a leg
Tell your friends and family and get on board
Call to the Race Office at 41 The Quay Waterford
or visit WaterfordTallShipsRaceie
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
WaterfordTallShipsRaceie
shiver metimbers
In June 2011 a spectacular carnival will light up the quayside as the worldrsquos most beautiful ships set
sail on an epic sailing voyage from Waterford city Four days of parades
pageantry and performers will colour the streets as we celebrate
this unique festival and atmosphere on Waterfordrsquos quayside
Tell your friends and family and get on board
Call to the Race Office at 41 The Quay Waterford
or visit
ITrsquoS IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
TOTEM conceived and directed a 30 second TV advert that was aired on the RTE channels for the month of June in the run up to the event We worked in partnership with Nemeton TV who did the production work on the advertSome of the final story board is above and the actual 30 second ad is an mpeg file that accompanies this pdf
TV Advertising
Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency
Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd
Testimonial
SELECTED WORKDOWN SYNDROME IRELAND
SELECTED WORK - NON PROFIT
One of them will have a happy childhood find love and get a well paid job
The other one will too
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 5 15032012 0914
SELECTED WORK - NON PROFIT
Hello My name is JamesAny chance of a cuddle
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 1 15032012 0913
Shersquos my sister
And hersquos my brother
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 6 15032012 0914
wwwdownsyndromeie
Therersquos no place
The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family
Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families
(Sue Buckley amp Ben Sacks 2001)
like home
ldquo
ldquo
DSI Landscape [Snap Frame]indd 7 15032012 0914
wwwdownsyndromeie
Hersquos helpful smart loves a laugh and enjoys life to the full
Just like his son
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 8 15032012 0914
SELECTED WORK - NON PROFIT
2 3
Congratulations
on the Birth of your BaBy
The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness
Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other
There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault
All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development
taBle of Contents
Congratulations 3
feelings and emotions 4
telling Brothers and sisters 6
Down syndrome 7
Question time 9
a Bright future ahead 10
stimulation and Bonding 12
What to ask your Doctor 14
entitlements 18
Down syndrome ireland 20
recommended reading 22
6 7
telling Brothers anD sisters
Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need
Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings
Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things
They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born
They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease
Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated
At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo
DoWn synDrome
Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome
What is a syndrome
A syndrome is a collection of several symptoms and signs that usually occur together
What is a chromosome
Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total
22 23
reCommenDeD reaDing
Down syndromean introduction for parents amp Carers
Cliff Cunningham
a minor adjustment
Andy Merriman
early Communication skills for Children Down syndrome
Libby Kumin
Babies with Down syndrome
Karen Stray-Gendersen
Building healthy minds
Stanley Greenspan MD
it takes two to talk
Jan Pepper amp Elaine Weitzman
This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]
May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members
May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide
aCknoWleDgements
graacuteinne murphy National Resource Team Down Syndrome Ireland
Dr Joan murphy (phd) Health Specialist
annette orsquo neill Down Syndrome Ireland
pat Clarke Chief Executive Down Syndrome Ireland
Clare leonard President Down Syndrome Ireland
Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland
4 5
Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before
feelings anD emotions
People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child
Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers
Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome
Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help
Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops
DaD
At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead
ldquo ldquo
mum
We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too
sister
When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time
aDult With DoWn synDrome
The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person
ldquo
ldquo
ldquo
ldquo
ldquo
ldquo
A publication by Down Syndrome Ireland copy 2011
Parent InformationBooklet
SELECTED WORK - NON PROFIT
SELECTED WORKGORTA
SELECTED WORK - NON PROFIT
Community Oriented Watershed Management
gortarsquos approach
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo capacity
and capability to move towards the achievement of prosperity
Children from the Wayaworr village sit
on the slopes of the Wayaworr water
storage dam In 2008 the existing
excavation was rehabilitated as a
water storage facility through the
ADWAC- gorta partnership The lake
is a deliberate catchment of rainwater
and is used for water for livestock
irrigation for tree planting in the
catchment area and the recharging
of groundwater which benefits wells in
the surrounding villages
Capacity Building and Technical Support
A grader provided by gorta successfully carried out the earthworks for the contour bunds Training
in the operation and maintenance of the heavy machinery was provided to ensure that this activity
will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the
collaboration of an agriculture engineer from Senegal who has provided on-going support and makes
periodic visits These activities are similar to the interventions carried out in Senegal by international
donors including USAID and the World Bank There the construction of two water storage dams with a
capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers
and reduced damage to crops due to improved cattle tracks from the dams to other water resources
In my district 80 of conflicts I address are related to cases between
farmers and cattle owners regarding grazing and drinking points Thanks
to the re-demarcation of the cattle tracks since 2010 I have never
arbitrated any case of such related conflicts
Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda
The programme involved training community members in Chamen village in the manual
construction of gabion boxes required for the reinforcement of the check dams Consequently
the limited availability of these boxes in the country and their high cost are no longer
constraints to the earthwork required for the soil conservation interventions Other livelihood
aspects of the integrated watershed management programme include water harvesting
through the construction of half moons establishment wood lots micro credit schemes in
10 villages rearing of small ruminants such as sheep and poultry and income generation
activities through food processing and marketing and processing of ground nuts and millet by
village cooperatives
We the women of Njonen are no more burdened with the use of mortar
and pestle While we save labour to do other economic activities we also
generate an income from the use of the milling machine
Mallah Jallow President of Njonen Women group
lsquolsquorsquorsquo
The 14 million litres water storage dam near Wayaworr
village in Njaba Kunda The Gambia provides water to
approximately 1200 cattle during the four months of the dry
season Since the construction of the dam there has been
a reduction in the number of conflicts over access to water
sources between farmers and herdsmen
One of the spillways in the 45km retention dyke is used to
control the salt intrusion near Marong Kunda village in Njaba
Kunda the Gambia The rehabilitation of 200 hectares has
supported the production of an extra 100000kg of rice
grown by 300 women
Mallah Jallow President of the
Njonen Women group in Njonen
village the Gambia
lsquolsquorsquorsquo
Programme Development
The implementation of the water resource
management programme with TFCG began
in June 2010 with massive sensitization
to raise awareness on water management
issues for over 30000 people Similar to other
awareness-raising programmes implemented
by TFCG training and sensitization meetings
were attended by a wide range of participants
These included representatives from the local
authorities district officials traditional leaders
and other stakeholders such as NGOs and local
networks Village Natural Resource Committees
(VNRC) farmers women and youth groups and
individuals Posters and t-shirts were distributed
and during a field visit to the project site by
a gorta representative in February 2012 the
participantsrsquo awareness of water management
issues and potential solutions was clearly
evident
Integrated catchment management plans were
developed for the upper Mkolo and Kwebululu
rivers involving all 21 villages Water committee
members were trained in the management of
water resources in order to enable them to
construct and manage the protection of the
springs that deliver water to 16 villages and
will provide safe and clean drinking water
to approximately 10000 people Protection
of the water sources included a wide range
of interventions from small water sources
providing water to 50-100 households to larger
water sources that include gravity delivery and
distribution systems to ensure that community
members have easy access to clean water
within reach The VNRC established in the
catchment area in 1997 received further training
in participatory management of the upper
catchment in order to ensure the quality of the
water and the vegetation that protects these
water sources As the patrolling of the forest
has been carried out by the participatory forest
conservation committees for the past 20 years
the additional water resource protection is a
natural step for these committees Reforestation
efforts have also taken place around the water
sources so as to promote their conservation
A gorta Case Study Tanzania
Eva Lolenzo and Lilian Williams from
Bagamoyo village
in Korogwe district
Tanzania climb up-hill
carrying water from a
spring that supplies
water to 80 households
out of 3400 people
living in the village
The Water Users
Committee received
training on sustainable
management of the
spring
The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since
2008 in Participatory Forest Management (PFM) and other livelihood interventions
such as improved agricultural practices Since 2010 water resource management
has been implemented in Lushoto and Korogwe districts of the Western Usambara
Mountain in Tanzaniarsquos Northeastern region TFCG have been working with
communities in 21 villages in the project area for the last 15 years where they have
been promoting sustainable livelihoods strategies through participatory forest
management improved sustainable agriculture practices rearing of small ruminants
and bee-keeping and aquaculture as income generation activities In 2009 a
participatory situation analysis was carried out by TFCG in Lushoto and Korogwe
districts where results revealed that only 46 of the people in Lushoto and 51 in
Korogwe had access to clean water This was affecting women in particular who had
to travel long distances in mountainous terrain to fetch water
Promoting Conservation
Agricultural Practices
Farmer field schools (FFS) provided training
to 630 farmers (246 women and 384 men) on
improved agriculture techniques that included
irrigation on a small scale Each of the FFS
were trained in improved agriculture techniques
based on conservation agriculture practices
The demonstration plots were developed on
the hillsides in areas where the slope reaches
100 Earth terraces were also constructed
where irrigation basins were formed to cultivate
a diversity of crops such as tomatoes beans
maize ginger cabbages green peppers and
potatoes and the ground was treated with
organic manure Irrigation is currently being
provided by gravity-fed irrigation canals and a
mobile improvised sprinkler Ten drip irrigation
systems of 500 square metres are due to be
placed on the demonstration plots and these will
be accompanied by intensive technical support to
ensure correct operation and maintenance Two
gravity schemes are planned to be rehabilitated
through the project and provide water to over 600
farmers irrigating approximately 450 acres
Complementary Interventions
Other water-related interventions promoted
through the programme include harvesting of
rainwater in 15 schools A total of 7500 students
will have improved access to drinking water
when water is scarce during the dry periods from
March to June and from September to November
The programme also involves participatory forest
management which TFCG have been practicing
since 1985 Tree nurseries were established in
primary schools with support from farmer groups
and it is expected that these trees (firewood and
timber varieties) will be distributed to at least
10000 farmers thus alleviating pressure on the
natural forest A total number of 1500000 trees
are expected to be planted during the three-year
programme
Bee-keeping activities have been practiced by
other communities supported by TFCG in the
Arc range mountains and have had very positive
results Selected community members have
received a total of 300 beehives It is estimated
that one beehive could provide 40 litres of honey
per year which can be sold at a weight value of
6000 Tanzania shillings (TSh) per kg which is
equal to approximately 3 Euro Therefore one
beehive provides an annual income of 240000
TSh (115 Euro) per year The expected total
income to be generated from 300 beehives would
be in the region of 72000000 TSh (33540 Euro)
per year
Participants planting tree saplings at a
Tanzania Forest Conservation Group
tree nursery in the West Usambara
Mountains Tanzania
Hausa and Jaacobo Lucas
irrigate the demonstration
plot that Bagamoyo Farm
Field School (FFS) cultivate
15 women and 15 men have
constructed soil terraces on
a le acre where they cultivate
ginger tomatoes cassava
maize cabbage and beans
Drip irrigation equipment
will soon be installed to
enhance the agriculture
production during the dry
season
SELECTED WORK - NON PROFIT
food prices brief
Brochure_WFDindd 1
12102011 111254
gortarsquos approach
In line with gortarsquos strategy and that of the
Irish Governmentrsquos Hunger Task Force we
recognise the important role smallholder
farmers play as part of the solution It is
essential that the current focus on price
volatility at both national and international
level leads to further investment in the
agriculture sector particularly focusing
on research and new and improved
technologies as well as in social security
in order to support the most vulnerable
gorta is working with local partners in
building their resilience to shocks by
creating safety nets as part of a coping
strategy
gorta is also bridging the gap between
agriculture research and smallholder farmers
We recognise the need to link research
with operations in the field and encourage
smallholder farmersrsquo access to training amp
information improved seed technology and
climate smart agriculture We adopt a model
of integrated community development which
promotes among others the safeguarding of
local biodiversity
gorta believes further
investment needs to be
made in strengthening
bull Research and innovation
bull Climate-smart agriculture
bull Improved seeds and farm management
techniques
bull Watershed management
bull Infrastructure marketing systems
extension and communication services
bull Market information and transparency
bull Protection of indigenous knowledge and
biodiversity
bull Food distribution systems food stocks
and reserves
bull Social safety nets
bull Small holder farmersrsquo active free and
meaningful participation in decision
making
Excessive fluctuations in commodity prices whether in situations
of price increases or price depressions create uncertainties for
farmers This affects decisions regarding agricultural investment
and as such has a long-term impact on world food security
The High Level Panel of Experts on Food Security and Nutrition of the
Committee on World Food Security July 2011
lsquolsquo
rsquorsquo
Brochure_WFDindd 6
12102011 111300
It is crucial to better understand our agricultural system and
it is imperative for research and development to start thinking
about new and sustainable approaches to improving the
quality safety and variety of food produced and consumed
around the world
Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International
Women selling grain at a marketplace
in Ghana
lsquolsquo
rsquorsquo
Brochure_WFDindd 7
12102011 111301
The issueldquoSmall import-dependent countries especially
in Africa were deeply affected by the food and
economic crises Some large countries were
able to insulate their markets from the crisis
through restrictive trade policies and protect
their consumers through safety nets However
trade insulation increased prices and volatility in
international marketsrdquo (FAO The State of Food
Insecurity in the World 2011)
The situation which brought about the 2011 food
price increase has some similarities to that which
led to the 20072008 global food crisis described
above during which FAO estimated that the
number of undernourished people increased
by 170 million in the period from 2007-2009
(FAO 2009) The situation was triggered by a
reduction in the levels of global grain stocks
higher oil prices increased financial investments
in agricultural commodities (WB and IMF 2011)
and an increase in international prices across
same According to the Committee on World
Food Security (CFS) High Level Panel of Experts
on Food Security and Nutrition (July 2011) since
2007 the volatility of food prices and the number
of countries effected by it has increased
The Food and Agriculture Organization of the
United Nations (FAO) publishes a monthly
Food Price Index which is viewed as a global
benchmark for food price trends and reports on
five food commodities cereals oilseeds sugar
dairy and meat According to it while global
food prices fell slightly in September 2011 due
largely to the global economic slowdown prices
across the five commodities remain high and are
still above those of 2010 (FAO 2011) The State
of Food Insecurity in the World 2011 an annual
global hunger report published jointly by FAO the
International Fund for Agricultural Development
(IFAD) and the World Food Programme (WFP)
predicts that high and volatile food prices will
persist with food importing countries especially
in Africa mostly at risk
Since the 20072008 price spike there has
been international recognition that investment
in agriculture at both micro and macro levels is
necessary to mitigate against further food price
volatility At the same time agriculture needs
to be viewed within a holistic multi-sectoral
framework Diversifying on-farm and off-farm
activities enables smallholder farmers to reduce
their risk and vulnerability to shocks Access to
market and commodity price information at the
right time remains critical for farmers in order for
them to plant accordingly
What are the factors involved
Among factors relating to food price volatility
are weather variability trade policies (including
export restrictions and bans) increasing oil
prices and the emergence of new financial
investors which are all likely to persist Each of
these highlights the urgent need to focus on
the drivers of food prices and to find long-term
sustainable solutions Other relevant elements
include the shift in the quality of demand for
foods that are more intensive in grains such as
meat and dairy the trade-off between grains
for food feed and biofuels population growth
ndash with figures set to rise to approximately 82
billion by 2030 (UN 2005) ndash and the reduction in
agriculture productivity All of these elements put
further pressure on an already under-invested
sector and on limited resources
Who is affected and how
Despite vast agricultural potential many African
countries are significant net food importers with
high food prices therefore having an immediate
impact on poor householdsrsquo purchasing
power and income share going to food With
approximately 60-80 percent of a householdrsquos
income spent on food any sudden and high
increase in food prices can result in severe
threats to food and nutrition security pushing
families deeper into poverty and hunger This
consequently impacts on their access to other
services such as health care and education
Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos
Farming Communities
Brochure_WFDindd 4
12102011 111259
A group of women hold up a bundle
of harvested ginger produce as part
of a Tanzanian Organic Agriculture
Movement initiative in Mnasi Tanzania
gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to
ginger production to breathe new life into previously struggling livelihoods Livelihoods in the
Korogwe District have dramatically improved since the intervention of gorta and TOAM with
the ginger crop last year outstripping the maize staple crop by four times Participants in the
programme can sell on their ginger harvests and with the proceeds are then able to invest in
other areas
TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining
a higher price and then informing them of the international market opportunities available for
the organic products TOAM also educates and trains the farmers to improve the quality of the
crop and gain certification so their produce will receive a fairer price
The gortaTOAM partnership provides expertise and training in ginger production helping
people in the local communities to become self-sufficient This in turn allows them to escape
poverty educate their children diversify their income into different farming areas and look
towards building a better life for themselves
Case Study Tanzanian Organic Agriculture Movement
Brochure_WFDindd 5
12102011 111259
Goretti Nakana sorts through her
crop of Irish potatoes Goretti is a
participant in the gortaEMESCO
programme in the Kibaale District
in Uganda which is currently being
implemented across 60 communities
and incorporates agriculture health
and water security
Brochure_WFDindd 2
12102011 111256
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo
capacity and capability to move towards the achievement of
prosperity ndash in this sense entrepreneurial development is key
Brochure_WFDindd 3
12102011 111259
SELECTED WORK - NON PROFIT
Annual Report 2010
Untitled-1 1
12082011 104455
About gorta 4
Foreward from the Chairman 6
CEos Message 8
Patron and Board Members 10
our Vision Mission and Values 12
Our Work ndash At Home 16
Hunger Secretariat and World
Food Day 18
Donor Engagement and
Communications 19
Fundraising 20
Networks 22
Stop Climate Chaos 24
International Alliance Against Hunger 25
Our Work ndash Overseas 26
Health 28
Education 30
Livelihoods 32
Water 34
Food 36
Accounts 38
Annual Financial statements 2010 40
cOntents
Photo caption to be placed
here Photo caption to be
placed here
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19
Our countries
Rosie Sambo Zagwa Million Dorothy Msonkho past
students of Bunda College of Agriculture Malawi
Rebecca Amukhoye of gorta speaks to particpants at the
Watershed Management Workshop in Mukono Uganda
Paticipants at the Watershed Management workshop in
Mukono Uganda
Pamela Nasimnu and William Keyah at the gorta funded
Baraka College Kenya
Uganda
bull Population 338
million
bull Life expectancy at
birth 541 years
Uganda has one of the highest
population growth rates in the world
with 26 living in chronic poverty As
one of Gortarsquos programme countries
since 1965 Uganda was designated as
a Gorta country of focus in 20078 The
elimination of poverty and hunger and the
creation of prosperous futures for the poorest
communities are part of Gortarsquos vision As
with each of our countries of focus Gorta
recognises that it is essential to work with
local district government officers and in line
with the National Development in order to
align their development efforts and to create
sustainable programmes that are owned by
the local communities Gortarsquos main focus in
Uganda has been on food security with an aim
to increase access to markets for smallholder
farmers while also working with local
partners on improving water and sanitation
and increasing awareness and access to
treatments of people living with HIVAids
Zambia
bullPopulation 132
million
bullLife expectancy at
birth 473 years
Decades of
economic decline
and neglect of
infrastructure
and services have
impacted heavily on
Zambiarsquos population of 115
million with 45 of the population ndash
52 million individuals ndash undernourished (FAo
2010) Gortarsquos involvement in Zambia has
been to five target areas where it is currently
working with local organisations on training
for beekeeping watershed management area
rehabilitation income generation and with
differently-abled groups
Kenya
bull Population 409 million
bull Life expectancy at birth 556 years
Kenyarsquos population is largely rural based
and rely on smallholder agriculture for their
livelihoods Unpredictable rainfall due to
climate change is having a significantly
negative effect on the food security status of
the country ndash droughts are on the rise placing
millions of Kenyans at risk of malnutrition
and starvation Gorta recognises the need
for training for smallholder farmers to adapt
their farming methods to a changing climate
Having been working in the country since the
mid-seventies and Kenya was designated as
a country of Gortarsquos focus in 20078 Gortarsquos
involvement was initially through small faith-
based organisations but recently we have
engaged with more strategic local partners
with the potential to scale-up and scale-out
Gortarsquos main area of work in Kenya is centred
on agricultural training and food security
through improved methods of agriculture
production
Malawi
bull Population 157 million
bull Life expectancy at birth 546 years
The Republic of Malawi is currently ranked
153 out of 169 on the Human Development
Index (2010) The majority of its population
of 123 million live below the poverty line
and about 83 of the people live in rural
areas with low access to basic health and
education services Agricultural production
is the mainstay of Malawirsquos economy
but landholdings are small leading to
encroachment on marginal lands and
increased erosion These conditions
combined with the high incidence of HIV
AIDS make the poor highly vulnerable
to effects of natural disasters and food
insecurity Gorta first began working in
Malawi in 2005 our focus of work is on water
and food security borehole rehabilitation
sanitation and hygiene irrigation schemes
exchange visits short training courses and the
promotion of self help groups
tanzania
bull Population 45 million
bull Life expectancy at birth 569 years
Climate change is already having an impact
on Tanzania and is likely to further affect
the country with increased temperatures
and lower rainfall which affects agriculture
forests water and coastal resources and
human health Tanzania became a country of
focus for Gorta in 2007 together with Kenya
Uganda Malawi and Zambia Since then
most of our programmes are concentrated
in the Northern regions of the country from
Lake Victoria to the Coast and include Mara
Arusha Manyara Kilimanjaro and Tanga
regions Gortarsquos programmes in Tanzania
focus specifically on maintaining and
improving forest conservation water security
projects and improving livelihoods through
income-generating schemes
ZAMBIA
UGANDA
Population and life expectancy statistics taken from the Human Development Report 2010
United Nations Development Programmes (UNDP)
KENYA
MALAWI
TANZANIA
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51
Financial Highlights 1 Where our money comes from
Donations and Fundraising
Income 5192
Trading Activities Income 936
Investment Income 596
Revenue based grants 178
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
2 How your money gets spent
Programmes Costs Including
Advocacy 7207
Costs of Generating Trading
Income 850
Governance Costs and
Currency Loss 42
Costs of Generating
Voluntary Income 1057
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
3 Breakdown of Fundraising
Income
Committed giving 4645
Legacies 159
Committee income 106
General donations 282
Gift in Kind 10
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
4 split of Grant Income by Donor
Irish Aid 150
Department of Agriculture
Fisheries and Food 19
Enterprise Ireland 975
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
5 split of Programmes spend
by country
Uganda 2276
Malawi 2053
Zambia 1109
Tanzania 710
Kenya 285
India 89
Haiti 52
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
6 split of Programmes spend by
thematic Area
Food Security 2407
Livelihoods 1927
Water and Sanitation 1247
Health 349
Education 295
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011
CASE STUDYTHE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience
The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope
The Hotel
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
Website
SELECTED WORKTopaz
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd
Testimonial
CASE STUDYWATERFORD AIRPORT
CASE STUDY - WATERFORD AIRPORT
Website
CASE STUDY - WATERFORD AIRPORT
Web Banners
CASE STUDY - WATERFORD AIRPORT
Facebook Marketing
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
BRANDCOMPANY PROFILE - WHO WE ARE
BRANDraquo At TOTEM we listen to our clients and really get to understand their organisation and what audiences they want to reach
raquo We take a holistic approach with every job no matter how small to insure it fits with the overall organisation vision
raquo Good design helps you tell your story which delivers trust the bedrock of modern branding
raquo Branding when done correctly will differentiate your organisation in todays cluttered marketplace
raquo This has never been more important than in todays economic climate
TOTEM ndash A Brand Led Design Studio
CLIENTSCOMPANY PROFILE - WHO WE ARE
CLIENTSSome Of Our Clients
COMPANY PROFILE - WHO WE ARE
AWARDSAWARDSSeptember 2011 Logo Lounge 7 An international publication of 2000 logos selected from 33000 world wide entries
The brand identity for the White House will be published in Logo lounge 7 which is due to be released early in 2012
November 2009 Irish Design Effectiveness Award from Design Business Ireland (DBI) raquo Gold Award for the Tannery website
January 2009 Hospitality Sales Marketing Association International Award [HSMAI] TOTEMrsquos design for the Cliff House Hotelrsquos brochure was the winner of the category Best Hotel Brochure ndash Individual Property
November 2008 Irish Design Effectiveness Award from the Graphic Design Business Association (GDBA) raquo Silver Award for the Waterford Festival of Food branding and marketing materials raquo Silver Award for the design and implementation of the Cliff House Hotel website
September 2008 Logo Lounge Emo Oilrsquos brand identity for Emo E85 was published in Logo Lounge 5
November 2007 Graphis The International Journal of Visual Communication Gold award for the design and implementation of Alan Dalton Goldsmith brand identity
November 2007 Irish Design Effectiveness Award from the Graphic Design Business Association (GDBA) raquo Gold Award for ldquoMy Life Storyrdquo a life history book designed from the Alzheimer Society of Ireland raquo Silver Award for the design and implementation of Crews brand identity
November 2006 Irish Design Effectiveness Award from the GDBA raquo Overall lsquoGrand Prixrsquo Winner for YouGetItBackcom raquo Gold Award for the design and implementation of the YouGetItBackcom Brand Identity raquo Silver Award for the design and implementation of the YouGetItBackcom Point of Sale
November 2005 Irish Design Effectiveness Award from the GDBA Bronze Award for the OrsquoShea | OrsquoToole and Partners Corporate Identity
September 2003 Irish Design Effectiveness Award from the GDBA raquo Silver Award for the Student Counselling and Development [SCampD] Corporate Identity a department in UCC
Some Of The Awards Wersquove Won
COMPANY PROFILE - WHO WE ARE
ADDED VALUEADDED VALUEWhy Choose TOTEM
We believe that good design increases market share adding to your bottom line
We do this by listening Really listening Which allows us to understand your business ndash what makes it tick and where you need to go
Then we use design to link strategy and creativity by shaping ideas to become practical and attractive propositions for your consumers
These ideas will differentiate you
Our holistic approach and design versatility allows us to roll out these ideas consistently across every customer touch point ndash online and offline
TOTEMrsquos high level of customer service means we deliver our projects on-budget on-time every time
Finally the service we provide is good value for money and delivers a genuine return on your investment
This end result
starts here
SELECTED WORKTHE K CLUB
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
CASE STUDYTHE TALL SHIPS RACES WATERFORD 2011
The Big Idea ndash A Quayside OdysseyThe high seas have always offered the promise of adventure and an opportunity to experience people places and ideas beyond the realms of our own every day existence Any voyage aboard a tall ship now as then gives us the chance to set off on an epic voyage of self discovery and adventure
But what happens on the quayside As a very special gathering of the fleet the Tall Ships Races still offer us a unique chance to experience something completely different ndash even though
we may never set sail We get to explore new things see rare and beautiful sights tall ships at close quarters meet new people and learn a little about the worldMusic crafts food fireworks people dancing FUN FUN FUN and the ships themselves all pay their part in making our journey through the Tall Ships Race very very special indeed It becomes our very own QUAYSIDE ODYSSEY ndash from Rice Bridge to Reginaldrsquos Tower
Tall Ships Races Waterford 2011 ndash Irelandrsquos Biggest Quayside Party
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Reflecting the energy vibrancy and diversity that the Tall Ships Race brings with it this brand identity creates high impact in its colourful representation of this very special event in Waterfordrsquos 2011 calendar Using a strong festive colour palette to create a fun family friendly feel it
celebrates the coming together of cultures crews and communities 3 distinctive intersecting sail shapes unify to create a singular dynamic Tall Ship iconA strong solid slab-serif font is used to compliment the fluid sail shapes and to clearly identify the location Bluersquos are used in the
text to create some county pride A sense of the fun excitement and energy of this unique festival is encapsulated within this identity which was integrated into all marketing collateral making a striking and memorable brand
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Brand Identity
TOTEM applied the brand identity to a variety of marketing materials from the 106 page A5 Official Programme to the multifunctional Corporate Folder and 5 Sales Inserts which were pitched at securing different levels of sponsorshipA variety of other items were also designed such as postcards menus buntings door stickers and banners
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Marketing Literature
The Tall ShipS RaceS2011 WaTeRfoRd
Official SOuvenir BrOchure
30 june ndash 3 july WATERFORD CiTy iRElAnDSail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE
E50
0
feSt
ival P
rice
OnlY
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
A 48 sheet poster on a mobile ad-van was used in Hartlepool UK the closing destination for the 2010 race to advertise that Waterford would be the start of the Tall Ships Race for 2011In the run up to the race national 48 and 96 sheet posters were used to promote the eventIrelandrsquos largest poster ndash 120 feet wide ndash hangs on Waterfordrsquos North Quays which was used to promote the race to the local people in the 12 months leading to the event It is now used to commemorate the wonderful occasion that was Irelandrsquos Biggest Ever Quayside Party
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Outdoor Advertising
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
30 june ndash 3 july 2011 W A T E R F O R D c i T yw w wWate r fordTa l l Sh ip s R a c e ie
ThE TAll ShipS RAcESP r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
If you love to party then Waterford is the place to be this summer Wersquoll be celebrating the start of an epic sea voyage with fRee live music on the quayside of Irelandrsquos oldest cityWith four days of great entertainment street parties and exciting food stalls therersquos no better excuse for a daytrip So shake a leg Tell your friends and family and get on boardSail Training
International
Presented by Szczecin
THE T
ALL SHIPS RACESfood amp cRafT vIllageS
STReeT TheaTRe
lIve muSIc
gReaT value ShoppIng Waterford Institute of Technology
shake alegat I R e l a N D rsquo s B Ig ge st e V e R qUaYsIDe PaRtY
The primary format for the press ads was a 3 column wide advert that was the full height of the publication [next page] This distinctive shape helped the ad to stand out while also subtly reinforcing the lsquoTallrsquo aspect of the eventThese ads were then amended for a variety of shapes ndash Irish Times front and back page Solus [above] and a reverse L shaped advert [above] for GO the Travel Supplement from the same paper
Press Advertising
All AboArdFOR IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
In July 2011 the worldrsquos most beautiful ships will set sail from
the city of Waterford to embark on an epic sailing race Join us as
we celebrate four days amp nights of fantastic entertainment fun food
and fireworks Tell your friends and family to come home and experience the magic Get on
board and support the festival
Call to the Race Office at 41 The Quay Waterford
or visit
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
WaterfordTallShipsRaceie
shake alegAT IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
If you love to party then Waterford will be the place to be during the
summer of 2011 Wersquoll be celebrating the start of an epic sea voyage with
live music and free concerts right on the quayside Join us for four days
of great entertainment theatre and street parties So shake a leg
Tell your friends and family and get on board
Call to the Race Office at 41 The Quay Waterford
or visit WaterfordTallShipsRaceie
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
WaterfordTallShipsRaceie
shiver metimbers
In June 2011 a spectacular carnival will light up the quayside as the worldrsquos most beautiful ships set
sail on an epic sailing voyage from Waterford city Four days of parades
pageantry and performers will colour the streets as we celebrate
this unique festival and atmosphere on Waterfordrsquos quayside
Tell your friends and family and get on board
Call to the Race Office at 41 The Quay Waterford
or visit
ITrsquoS IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
TOTEM conceived and directed a 30 second TV advert that was aired on the RTE channels for the month of June in the run up to the event We worked in partnership with Nemeton TV who did the production work on the advertSome of the final story board is above and the actual 30 second ad is an mpeg file that accompanies this pdf
TV Advertising
Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency
Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd
Testimonial
SELECTED WORKDOWN SYNDROME IRELAND
SELECTED WORK - NON PROFIT
One of them will have a happy childhood find love and get a well paid job
The other one will too
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 5 15032012 0914
SELECTED WORK - NON PROFIT
Hello My name is JamesAny chance of a cuddle
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 1 15032012 0913
Shersquos my sister
And hersquos my brother
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 6 15032012 0914
wwwdownsyndromeie
Therersquos no place
The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family
Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families
(Sue Buckley amp Ben Sacks 2001)
like home
ldquo
ldquo
DSI Landscape [Snap Frame]indd 7 15032012 0914
wwwdownsyndromeie
Hersquos helpful smart loves a laugh and enjoys life to the full
Just like his son
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 8 15032012 0914
SELECTED WORK - NON PROFIT
2 3
Congratulations
on the Birth of your BaBy
The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness
Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other
There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault
All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development
taBle of Contents
Congratulations 3
feelings and emotions 4
telling Brothers and sisters 6
Down syndrome 7
Question time 9
a Bright future ahead 10
stimulation and Bonding 12
What to ask your Doctor 14
entitlements 18
Down syndrome ireland 20
recommended reading 22
6 7
telling Brothers anD sisters
Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need
Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings
Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things
They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born
They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease
Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated
At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo
DoWn synDrome
Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome
What is a syndrome
A syndrome is a collection of several symptoms and signs that usually occur together
What is a chromosome
Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total
22 23
reCommenDeD reaDing
Down syndromean introduction for parents amp Carers
Cliff Cunningham
a minor adjustment
Andy Merriman
early Communication skills for Children Down syndrome
Libby Kumin
Babies with Down syndrome
Karen Stray-Gendersen
Building healthy minds
Stanley Greenspan MD
it takes two to talk
Jan Pepper amp Elaine Weitzman
This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]
May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members
May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide
aCknoWleDgements
graacuteinne murphy National Resource Team Down Syndrome Ireland
Dr Joan murphy (phd) Health Specialist
annette orsquo neill Down Syndrome Ireland
pat Clarke Chief Executive Down Syndrome Ireland
Clare leonard President Down Syndrome Ireland
Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland
4 5
Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before
feelings anD emotions
People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child
Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers
Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome
Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help
Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops
DaD
At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead
ldquo ldquo
mum
We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too
sister
When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time
aDult With DoWn synDrome
The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person
ldquo
ldquo
ldquo
ldquo
ldquo
ldquo
A publication by Down Syndrome Ireland copy 2011
Parent InformationBooklet
SELECTED WORK - NON PROFIT
SELECTED WORKGORTA
SELECTED WORK - NON PROFIT
Community Oriented Watershed Management
gortarsquos approach
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo capacity
and capability to move towards the achievement of prosperity
Children from the Wayaworr village sit
on the slopes of the Wayaworr water
storage dam In 2008 the existing
excavation was rehabilitated as a
water storage facility through the
ADWAC- gorta partnership The lake
is a deliberate catchment of rainwater
and is used for water for livestock
irrigation for tree planting in the
catchment area and the recharging
of groundwater which benefits wells in
the surrounding villages
Capacity Building and Technical Support
A grader provided by gorta successfully carried out the earthworks for the contour bunds Training
in the operation and maintenance of the heavy machinery was provided to ensure that this activity
will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the
collaboration of an agriculture engineer from Senegal who has provided on-going support and makes
periodic visits These activities are similar to the interventions carried out in Senegal by international
donors including USAID and the World Bank There the construction of two water storage dams with a
capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers
and reduced damage to crops due to improved cattle tracks from the dams to other water resources
In my district 80 of conflicts I address are related to cases between
farmers and cattle owners regarding grazing and drinking points Thanks
to the re-demarcation of the cattle tracks since 2010 I have never
arbitrated any case of such related conflicts
Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda
The programme involved training community members in Chamen village in the manual
construction of gabion boxes required for the reinforcement of the check dams Consequently
the limited availability of these boxes in the country and their high cost are no longer
constraints to the earthwork required for the soil conservation interventions Other livelihood
aspects of the integrated watershed management programme include water harvesting
through the construction of half moons establishment wood lots micro credit schemes in
10 villages rearing of small ruminants such as sheep and poultry and income generation
activities through food processing and marketing and processing of ground nuts and millet by
village cooperatives
We the women of Njonen are no more burdened with the use of mortar
and pestle While we save labour to do other economic activities we also
generate an income from the use of the milling machine
Mallah Jallow President of Njonen Women group
lsquolsquorsquorsquo
The 14 million litres water storage dam near Wayaworr
village in Njaba Kunda The Gambia provides water to
approximately 1200 cattle during the four months of the dry
season Since the construction of the dam there has been
a reduction in the number of conflicts over access to water
sources between farmers and herdsmen
One of the spillways in the 45km retention dyke is used to
control the salt intrusion near Marong Kunda village in Njaba
Kunda the Gambia The rehabilitation of 200 hectares has
supported the production of an extra 100000kg of rice
grown by 300 women
Mallah Jallow President of the
Njonen Women group in Njonen
village the Gambia
lsquolsquorsquorsquo
Programme Development
The implementation of the water resource
management programme with TFCG began
in June 2010 with massive sensitization
to raise awareness on water management
issues for over 30000 people Similar to other
awareness-raising programmes implemented
by TFCG training and sensitization meetings
were attended by a wide range of participants
These included representatives from the local
authorities district officials traditional leaders
and other stakeholders such as NGOs and local
networks Village Natural Resource Committees
(VNRC) farmers women and youth groups and
individuals Posters and t-shirts were distributed
and during a field visit to the project site by
a gorta representative in February 2012 the
participantsrsquo awareness of water management
issues and potential solutions was clearly
evident
Integrated catchment management plans were
developed for the upper Mkolo and Kwebululu
rivers involving all 21 villages Water committee
members were trained in the management of
water resources in order to enable them to
construct and manage the protection of the
springs that deliver water to 16 villages and
will provide safe and clean drinking water
to approximately 10000 people Protection
of the water sources included a wide range
of interventions from small water sources
providing water to 50-100 households to larger
water sources that include gravity delivery and
distribution systems to ensure that community
members have easy access to clean water
within reach The VNRC established in the
catchment area in 1997 received further training
in participatory management of the upper
catchment in order to ensure the quality of the
water and the vegetation that protects these
water sources As the patrolling of the forest
has been carried out by the participatory forest
conservation committees for the past 20 years
the additional water resource protection is a
natural step for these committees Reforestation
efforts have also taken place around the water
sources so as to promote their conservation
A gorta Case Study Tanzania
Eva Lolenzo and Lilian Williams from
Bagamoyo village
in Korogwe district
Tanzania climb up-hill
carrying water from a
spring that supplies
water to 80 households
out of 3400 people
living in the village
The Water Users
Committee received
training on sustainable
management of the
spring
The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since
2008 in Participatory Forest Management (PFM) and other livelihood interventions
such as improved agricultural practices Since 2010 water resource management
has been implemented in Lushoto and Korogwe districts of the Western Usambara
Mountain in Tanzaniarsquos Northeastern region TFCG have been working with
communities in 21 villages in the project area for the last 15 years where they have
been promoting sustainable livelihoods strategies through participatory forest
management improved sustainable agriculture practices rearing of small ruminants
and bee-keeping and aquaculture as income generation activities In 2009 a
participatory situation analysis was carried out by TFCG in Lushoto and Korogwe
districts where results revealed that only 46 of the people in Lushoto and 51 in
Korogwe had access to clean water This was affecting women in particular who had
to travel long distances in mountainous terrain to fetch water
Promoting Conservation
Agricultural Practices
Farmer field schools (FFS) provided training
to 630 farmers (246 women and 384 men) on
improved agriculture techniques that included
irrigation on a small scale Each of the FFS
were trained in improved agriculture techniques
based on conservation agriculture practices
The demonstration plots were developed on
the hillsides in areas where the slope reaches
100 Earth terraces were also constructed
where irrigation basins were formed to cultivate
a diversity of crops such as tomatoes beans
maize ginger cabbages green peppers and
potatoes and the ground was treated with
organic manure Irrigation is currently being
provided by gravity-fed irrigation canals and a
mobile improvised sprinkler Ten drip irrigation
systems of 500 square metres are due to be
placed on the demonstration plots and these will
be accompanied by intensive technical support to
ensure correct operation and maintenance Two
gravity schemes are planned to be rehabilitated
through the project and provide water to over 600
farmers irrigating approximately 450 acres
Complementary Interventions
Other water-related interventions promoted
through the programme include harvesting of
rainwater in 15 schools A total of 7500 students
will have improved access to drinking water
when water is scarce during the dry periods from
March to June and from September to November
The programme also involves participatory forest
management which TFCG have been practicing
since 1985 Tree nurseries were established in
primary schools with support from farmer groups
and it is expected that these trees (firewood and
timber varieties) will be distributed to at least
10000 farmers thus alleviating pressure on the
natural forest A total number of 1500000 trees
are expected to be planted during the three-year
programme
Bee-keeping activities have been practiced by
other communities supported by TFCG in the
Arc range mountains and have had very positive
results Selected community members have
received a total of 300 beehives It is estimated
that one beehive could provide 40 litres of honey
per year which can be sold at a weight value of
6000 Tanzania shillings (TSh) per kg which is
equal to approximately 3 Euro Therefore one
beehive provides an annual income of 240000
TSh (115 Euro) per year The expected total
income to be generated from 300 beehives would
be in the region of 72000000 TSh (33540 Euro)
per year
Participants planting tree saplings at a
Tanzania Forest Conservation Group
tree nursery in the West Usambara
Mountains Tanzania
Hausa and Jaacobo Lucas
irrigate the demonstration
plot that Bagamoyo Farm
Field School (FFS) cultivate
15 women and 15 men have
constructed soil terraces on
a le acre where they cultivate
ginger tomatoes cassava
maize cabbage and beans
Drip irrigation equipment
will soon be installed to
enhance the agriculture
production during the dry
season
SELECTED WORK - NON PROFIT
food prices brief
Brochure_WFDindd 1
12102011 111254
gortarsquos approach
In line with gortarsquos strategy and that of the
Irish Governmentrsquos Hunger Task Force we
recognise the important role smallholder
farmers play as part of the solution It is
essential that the current focus on price
volatility at both national and international
level leads to further investment in the
agriculture sector particularly focusing
on research and new and improved
technologies as well as in social security
in order to support the most vulnerable
gorta is working with local partners in
building their resilience to shocks by
creating safety nets as part of a coping
strategy
gorta is also bridging the gap between
agriculture research and smallholder farmers
We recognise the need to link research
with operations in the field and encourage
smallholder farmersrsquo access to training amp
information improved seed technology and
climate smart agriculture We adopt a model
of integrated community development which
promotes among others the safeguarding of
local biodiversity
gorta believes further
investment needs to be
made in strengthening
bull Research and innovation
bull Climate-smart agriculture
bull Improved seeds and farm management
techniques
bull Watershed management
bull Infrastructure marketing systems
extension and communication services
bull Market information and transparency
bull Protection of indigenous knowledge and
biodiversity
bull Food distribution systems food stocks
and reserves
bull Social safety nets
bull Small holder farmersrsquo active free and
meaningful participation in decision
making
Excessive fluctuations in commodity prices whether in situations
of price increases or price depressions create uncertainties for
farmers This affects decisions regarding agricultural investment
and as such has a long-term impact on world food security
The High Level Panel of Experts on Food Security and Nutrition of the
Committee on World Food Security July 2011
lsquolsquo
rsquorsquo
Brochure_WFDindd 6
12102011 111300
It is crucial to better understand our agricultural system and
it is imperative for research and development to start thinking
about new and sustainable approaches to improving the
quality safety and variety of food produced and consumed
around the world
Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International
Women selling grain at a marketplace
in Ghana
lsquolsquo
rsquorsquo
Brochure_WFDindd 7
12102011 111301
The issueldquoSmall import-dependent countries especially
in Africa were deeply affected by the food and
economic crises Some large countries were
able to insulate their markets from the crisis
through restrictive trade policies and protect
their consumers through safety nets However
trade insulation increased prices and volatility in
international marketsrdquo (FAO The State of Food
Insecurity in the World 2011)
The situation which brought about the 2011 food
price increase has some similarities to that which
led to the 20072008 global food crisis described
above during which FAO estimated that the
number of undernourished people increased
by 170 million in the period from 2007-2009
(FAO 2009) The situation was triggered by a
reduction in the levels of global grain stocks
higher oil prices increased financial investments
in agricultural commodities (WB and IMF 2011)
and an increase in international prices across
same According to the Committee on World
Food Security (CFS) High Level Panel of Experts
on Food Security and Nutrition (July 2011) since
2007 the volatility of food prices and the number
of countries effected by it has increased
The Food and Agriculture Organization of the
United Nations (FAO) publishes a monthly
Food Price Index which is viewed as a global
benchmark for food price trends and reports on
five food commodities cereals oilseeds sugar
dairy and meat According to it while global
food prices fell slightly in September 2011 due
largely to the global economic slowdown prices
across the five commodities remain high and are
still above those of 2010 (FAO 2011) The State
of Food Insecurity in the World 2011 an annual
global hunger report published jointly by FAO the
International Fund for Agricultural Development
(IFAD) and the World Food Programme (WFP)
predicts that high and volatile food prices will
persist with food importing countries especially
in Africa mostly at risk
Since the 20072008 price spike there has
been international recognition that investment
in agriculture at both micro and macro levels is
necessary to mitigate against further food price
volatility At the same time agriculture needs
to be viewed within a holistic multi-sectoral
framework Diversifying on-farm and off-farm
activities enables smallholder farmers to reduce
their risk and vulnerability to shocks Access to
market and commodity price information at the
right time remains critical for farmers in order for
them to plant accordingly
What are the factors involved
Among factors relating to food price volatility
are weather variability trade policies (including
export restrictions and bans) increasing oil
prices and the emergence of new financial
investors which are all likely to persist Each of
these highlights the urgent need to focus on
the drivers of food prices and to find long-term
sustainable solutions Other relevant elements
include the shift in the quality of demand for
foods that are more intensive in grains such as
meat and dairy the trade-off between grains
for food feed and biofuels population growth
ndash with figures set to rise to approximately 82
billion by 2030 (UN 2005) ndash and the reduction in
agriculture productivity All of these elements put
further pressure on an already under-invested
sector and on limited resources
Who is affected and how
Despite vast agricultural potential many African
countries are significant net food importers with
high food prices therefore having an immediate
impact on poor householdsrsquo purchasing
power and income share going to food With
approximately 60-80 percent of a householdrsquos
income spent on food any sudden and high
increase in food prices can result in severe
threats to food and nutrition security pushing
families deeper into poverty and hunger This
consequently impacts on their access to other
services such as health care and education
Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos
Farming Communities
Brochure_WFDindd 4
12102011 111259
A group of women hold up a bundle
of harvested ginger produce as part
of a Tanzanian Organic Agriculture
Movement initiative in Mnasi Tanzania
gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to
ginger production to breathe new life into previously struggling livelihoods Livelihoods in the
Korogwe District have dramatically improved since the intervention of gorta and TOAM with
the ginger crop last year outstripping the maize staple crop by four times Participants in the
programme can sell on their ginger harvests and with the proceeds are then able to invest in
other areas
TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining
a higher price and then informing them of the international market opportunities available for
the organic products TOAM also educates and trains the farmers to improve the quality of the
crop and gain certification so their produce will receive a fairer price
The gortaTOAM partnership provides expertise and training in ginger production helping
people in the local communities to become self-sufficient This in turn allows them to escape
poverty educate their children diversify their income into different farming areas and look
towards building a better life for themselves
Case Study Tanzanian Organic Agriculture Movement
Brochure_WFDindd 5
12102011 111259
Goretti Nakana sorts through her
crop of Irish potatoes Goretti is a
participant in the gortaEMESCO
programme in the Kibaale District
in Uganda which is currently being
implemented across 60 communities
and incorporates agriculture health
and water security
Brochure_WFDindd 2
12102011 111256
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo
capacity and capability to move towards the achievement of
prosperity ndash in this sense entrepreneurial development is key
Brochure_WFDindd 3
12102011 111259
SELECTED WORK - NON PROFIT
Annual Report 2010
Untitled-1 1
12082011 104455
About gorta 4
Foreward from the Chairman 6
CEos Message 8
Patron and Board Members 10
our Vision Mission and Values 12
Our Work ndash At Home 16
Hunger Secretariat and World
Food Day 18
Donor Engagement and
Communications 19
Fundraising 20
Networks 22
Stop Climate Chaos 24
International Alliance Against Hunger 25
Our Work ndash Overseas 26
Health 28
Education 30
Livelihoods 32
Water 34
Food 36
Accounts 38
Annual Financial statements 2010 40
cOntents
Photo caption to be placed
here Photo caption to be
placed here
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19
Our countries
Rosie Sambo Zagwa Million Dorothy Msonkho past
students of Bunda College of Agriculture Malawi
Rebecca Amukhoye of gorta speaks to particpants at the
Watershed Management Workshop in Mukono Uganda
Paticipants at the Watershed Management workshop in
Mukono Uganda
Pamela Nasimnu and William Keyah at the gorta funded
Baraka College Kenya
Uganda
bull Population 338
million
bull Life expectancy at
birth 541 years
Uganda has one of the highest
population growth rates in the world
with 26 living in chronic poverty As
one of Gortarsquos programme countries
since 1965 Uganda was designated as
a Gorta country of focus in 20078 The
elimination of poverty and hunger and the
creation of prosperous futures for the poorest
communities are part of Gortarsquos vision As
with each of our countries of focus Gorta
recognises that it is essential to work with
local district government officers and in line
with the National Development in order to
align their development efforts and to create
sustainable programmes that are owned by
the local communities Gortarsquos main focus in
Uganda has been on food security with an aim
to increase access to markets for smallholder
farmers while also working with local
partners on improving water and sanitation
and increasing awareness and access to
treatments of people living with HIVAids
Zambia
bullPopulation 132
million
bullLife expectancy at
birth 473 years
Decades of
economic decline
and neglect of
infrastructure
and services have
impacted heavily on
Zambiarsquos population of 115
million with 45 of the population ndash
52 million individuals ndash undernourished (FAo
2010) Gortarsquos involvement in Zambia has
been to five target areas where it is currently
working with local organisations on training
for beekeeping watershed management area
rehabilitation income generation and with
differently-abled groups
Kenya
bull Population 409 million
bull Life expectancy at birth 556 years
Kenyarsquos population is largely rural based
and rely on smallholder agriculture for their
livelihoods Unpredictable rainfall due to
climate change is having a significantly
negative effect on the food security status of
the country ndash droughts are on the rise placing
millions of Kenyans at risk of malnutrition
and starvation Gorta recognises the need
for training for smallholder farmers to adapt
their farming methods to a changing climate
Having been working in the country since the
mid-seventies and Kenya was designated as
a country of Gortarsquos focus in 20078 Gortarsquos
involvement was initially through small faith-
based organisations but recently we have
engaged with more strategic local partners
with the potential to scale-up and scale-out
Gortarsquos main area of work in Kenya is centred
on agricultural training and food security
through improved methods of agriculture
production
Malawi
bull Population 157 million
bull Life expectancy at birth 546 years
The Republic of Malawi is currently ranked
153 out of 169 on the Human Development
Index (2010) The majority of its population
of 123 million live below the poverty line
and about 83 of the people live in rural
areas with low access to basic health and
education services Agricultural production
is the mainstay of Malawirsquos economy
but landholdings are small leading to
encroachment on marginal lands and
increased erosion These conditions
combined with the high incidence of HIV
AIDS make the poor highly vulnerable
to effects of natural disasters and food
insecurity Gorta first began working in
Malawi in 2005 our focus of work is on water
and food security borehole rehabilitation
sanitation and hygiene irrigation schemes
exchange visits short training courses and the
promotion of self help groups
tanzania
bull Population 45 million
bull Life expectancy at birth 569 years
Climate change is already having an impact
on Tanzania and is likely to further affect
the country with increased temperatures
and lower rainfall which affects agriculture
forests water and coastal resources and
human health Tanzania became a country of
focus for Gorta in 2007 together with Kenya
Uganda Malawi and Zambia Since then
most of our programmes are concentrated
in the Northern regions of the country from
Lake Victoria to the Coast and include Mara
Arusha Manyara Kilimanjaro and Tanga
regions Gortarsquos programmes in Tanzania
focus specifically on maintaining and
improving forest conservation water security
projects and improving livelihoods through
income-generating schemes
ZAMBIA
UGANDA
Population and life expectancy statistics taken from the Human Development Report 2010
United Nations Development Programmes (UNDP)
KENYA
MALAWI
TANZANIA
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51
Financial Highlights 1 Where our money comes from
Donations and Fundraising
Income 5192
Trading Activities Income 936
Investment Income 596
Revenue based grants 178
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
2 How your money gets spent
Programmes Costs Including
Advocacy 7207
Costs of Generating Trading
Income 850
Governance Costs and
Currency Loss 42
Costs of Generating
Voluntary Income 1057
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
3 Breakdown of Fundraising
Income
Committed giving 4645
Legacies 159
Committee income 106
General donations 282
Gift in Kind 10
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
4 split of Grant Income by Donor
Irish Aid 150
Department of Agriculture
Fisheries and Food 19
Enterprise Ireland 975
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
5 split of Programmes spend
by country
Uganda 2276
Malawi 2053
Zambia 1109
Tanzania 710
Kenya 285
India 89
Haiti 52
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
6 split of Programmes spend by
thematic Area
Food Security 2407
Livelihoods 1927
Water and Sanitation 1247
Health 349
Education 295
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011
CASE STUDYTHE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience
The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope
The Hotel
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
Website
SELECTED WORKTopaz
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd
Testimonial
CASE STUDYWATERFORD AIRPORT
CASE STUDY - WATERFORD AIRPORT
Website
CASE STUDY - WATERFORD AIRPORT
Web Banners
CASE STUDY - WATERFORD AIRPORT
Facebook Marketing
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
CLIENTSCOMPANY PROFILE - WHO WE ARE
CLIENTSSome Of Our Clients
COMPANY PROFILE - WHO WE ARE
AWARDSAWARDSSeptember 2011 Logo Lounge 7 An international publication of 2000 logos selected from 33000 world wide entries
The brand identity for the White House will be published in Logo lounge 7 which is due to be released early in 2012
November 2009 Irish Design Effectiveness Award from Design Business Ireland (DBI) raquo Gold Award for the Tannery website
January 2009 Hospitality Sales Marketing Association International Award [HSMAI] TOTEMrsquos design for the Cliff House Hotelrsquos brochure was the winner of the category Best Hotel Brochure ndash Individual Property
November 2008 Irish Design Effectiveness Award from the Graphic Design Business Association (GDBA) raquo Silver Award for the Waterford Festival of Food branding and marketing materials raquo Silver Award for the design and implementation of the Cliff House Hotel website
September 2008 Logo Lounge Emo Oilrsquos brand identity for Emo E85 was published in Logo Lounge 5
November 2007 Graphis The International Journal of Visual Communication Gold award for the design and implementation of Alan Dalton Goldsmith brand identity
November 2007 Irish Design Effectiveness Award from the Graphic Design Business Association (GDBA) raquo Gold Award for ldquoMy Life Storyrdquo a life history book designed from the Alzheimer Society of Ireland raquo Silver Award for the design and implementation of Crews brand identity
November 2006 Irish Design Effectiveness Award from the GDBA raquo Overall lsquoGrand Prixrsquo Winner for YouGetItBackcom raquo Gold Award for the design and implementation of the YouGetItBackcom Brand Identity raquo Silver Award for the design and implementation of the YouGetItBackcom Point of Sale
November 2005 Irish Design Effectiveness Award from the GDBA Bronze Award for the OrsquoShea | OrsquoToole and Partners Corporate Identity
September 2003 Irish Design Effectiveness Award from the GDBA raquo Silver Award for the Student Counselling and Development [SCampD] Corporate Identity a department in UCC
Some Of The Awards Wersquove Won
COMPANY PROFILE - WHO WE ARE
ADDED VALUEADDED VALUEWhy Choose TOTEM
We believe that good design increases market share adding to your bottom line
We do this by listening Really listening Which allows us to understand your business ndash what makes it tick and where you need to go
Then we use design to link strategy and creativity by shaping ideas to become practical and attractive propositions for your consumers
These ideas will differentiate you
Our holistic approach and design versatility allows us to roll out these ideas consistently across every customer touch point ndash online and offline
TOTEMrsquos high level of customer service means we deliver our projects on-budget on-time every time
Finally the service we provide is good value for money and delivers a genuine return on your investment
This end result
starts here
SELECTED WORKTHE K CLUB
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
CASE STUDYTHE TALL SHIPS RACES WATERFORD 2011
The Big Idea ndash A Quayside OdysseyThe high seas have always offered the promise of adventure and an opportunity to experience people places and ideas beyond the realms of our own every day existence Any voyage aboard a tall ship now as then gives us the chance to set off on an epic voyage of self discovery and adventure
But what happens on the quayside As a very special gathering of the fleet the Tall Ships Races still offer us a unique chance to experience something completely different ndash even though
we may never set sail We get to explore new things see rare and beautiful sights tall ships at close quarters meet new people and learn a little about the worldMusic crafts food fireworks people dancing FUN FUN FUN and the ships themselves all pay their part in making our journey through the Tall Ships Race very very special indeed It becomes our very own QUAYSIDE ODYSSEY ndash from Rice Bridge to Reginaldrsquos Tower
Tall Ships Races Waterford 2011 ndash Irelandrsquos Biggest Quayside Party
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Reflecting the energy vibrancy and diversity that the Tall Ships Race brings with it this brand identity creates high impact in its colourful representation of this very special event in Waterfordrsquos 2011 calendar Using a strong festive colour palette to create a fun family friendly feel it
celebrates the coming together of cultures crews and communities 3 distinctive intersecting sail shapes unify to create a singular dynamic Tall Ship iconA strong solid slab-serif font is used to compliment the fluid sail shapes and to clearly identify the location Bluersquos are used in the
text to create some county pride A sense of the fun excitement and energy of this unique festival is encapsulated within this identity which was integrated into all marketing collateral making a striking and memorable brand
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Brand Identity
TOTEM applied the brand identity to a variety of marketing materials from the 106 page A5 Official Programme to the multifunctional Corporate Folder and 5 Sales Inserts which were pitched at securing different levels of sponsorshipA variety of other items were also designed such as postcards menus buntings door stickers and banners
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Marketing Literature
The Tall ShipS RaceS2011 WaTeRfoRd
Official SOuvenir BrOchure
30 june ndash 3 july WATERFORD CiTy iRElAnDSail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE
E50
0
feSt
ival P
rice
OnlY
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
A 48 sheet poster on a mobile ad-van was used in Hartlepool UK the closing destination for the 2010 race to advertise that Waterford would be the start of the Tall Ships Race for 2011In the run up to the race national 48 and 96 sheet posters were used to promote the eventIrelandrsquos largest poster ndash 120 feet wide ndash hangs on Waterfordrsquos North Quays which was used to promote the race to the local people in the 12 months leading to the event It is now used to commemorate the wonderful occasion that was Irelandrsquos Biggest Ever Quayside Party
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Outdoor Advertising
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
30 june ndash 3 july 2011 W A T E R F O R D c i T yw w wWate r fordTa l l Sh ip s R a c e ie
ThE TAll ShipS RAcESP r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
If you love to party then Waterford is the place to be this summer Wersquoll be celebrating the start of an epic sea voyage with fRee live music on the quayside of Irelandrsquos oldest cityWith four days of great entertainment street parties and exciting food stalls therersquos no better excuse for a daytrip So shake a leg Tell your friends and family and get on boardSail Training
International
Presented by Szczecin
THE T
ALL SHIPS RACESfood amp cRafT vIllageS
STReeT TheaTRe
lIve muSIc
gReaT value ShoppIng Waterford Institute of Technology
shake alegat I R e l a N D rsquo s B Ig ge st e V e R qUaYsIDe PaRtY
The primary format for the press ads was a 3 column wide advert that was the full height of the publication [next page] This distinctive shape helped the ad to stand out while also subtly reinforcing the lsquoTallrsquo aspect of the eventThese ads were then amended for a variety of shapes ndash Irish Times front and back page Solus [above] and a reverse L shaped advert [above] for GO the Travel Supplement from the same paper
Press Advertising
All AboArdFOR IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
In July 2011 the worldrsquos most beautiful ships will set sail from
the city of Waterford to embark on an epic sailing race Join us as
we celebrate four days amp nights of fantastic entertainment fun food
and fireworks Tell your friends and family to come home and experience the magic Get on
board and support the festival
Call to the Race Office at 41 The Quay Waterford
or visit
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
WaterfordTallShipsRaceie
shake alegAT IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
If you love to party then Waterford will be the place to be during the
summer of 2011 Wersquoll be celebrating the start of an epic sea voyage with
live music and free concerts right on the quayside Join us for four days
of great entertainment theatre and street parties So shake a leg
Tell your friends and family and get on board
Call to the Race Office at 41 The Quay Waterford
or visit WaterfordTallShipsRaceie
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
WaterfordTallShipsRaceie
shiver metimbers
In June 2011 a spectacular carnival will light up the quayside as the worldrsquos most beautiful ships set
sail on an epic sailing voyage from Waterford city Four days of parades
pageantry and performers will colour the streets as we celebrate
this unique festival and atmosphere on Waterfordrsquos quayside
Tell your friends and family and get on board
Call to the Race Office at 41 The Quay Waterford
or visit
ITrsquoS IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
TOTEM conceived and directed a 30 second TV advert that was aired on the RTE channels for the month of June in the run up to the event We worked in partnership with Nemeton TV who did the production work on the advertSome of the final story board is above and the actual 30 second ad is an mpeg file that accompanies this pdf
TV Advertising
Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency
Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd
Testimonial
SELECTED WORKDOWN SYNDROME IRELAND
SELECTED WORK - NON PROFIT
One of them will have a happy childhood find love and get a well paid job
The other one will too
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 5 15032012 0914
SELECTED WORK - NON PROFIT
Hello My name is JamesAny chance of a cuddle
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 1 15032012 0913
Shersquos my sister
And hersquos my brother
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 6 15032012 0914
wwwdownsyndromeie
Therersquos no place
The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family
Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families
(Sue Buckley amp Ben Sacks 2001)
like home
ldquo
ldquo
DSI Landscape [Snap Frame]indd 7 15032012 0914
wwwdownsyndromeie
Hersquos helpful smart loves a laugh and enjoys life to the full
Just like his son
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 8 15032012 0914
SELECTED WORK - NON PROFIT
2 3
Congratulations
on the Birth of your BaBy
The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness
Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other
There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault
All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development
taBle of Contents
Congratulations 3
feelings and emotions 4
telling Brothers and sisters 6
Down syndrome 7
Question time 9
a Bright future ahead 10
stimulation and Bonding 12
What to ask your Doctor 14
entitlements 18
Down syndrome ireland 20
recommended reading 22
6 7
telling Brothers anD sisters
Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need
Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings
Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things
They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born
They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease
Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated
At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo
DoWn synDrome
Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome
What is a syndrome
A syndrome is a collection of several symptoms and signs that usually occur together
What is a chromosome
Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total
22 23
reCommenDeD reaDing
Down syndromean introduction for parents amp Carers
Cliff Cunningham
a minor adjustment
Andy Merriman
early Communication skills for Children Down syndrome
Libby Kumin
Babies with Down syndrome
Karen Stray-Gendersen
Building healthy minds
Stanley Greenspan MD
it takes two to talk
Jan Pepper amp Elaine Weitzman
This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]
May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members
May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide
aCknoWleDgements
graacuteinne murphy National Resource Team Down Syndrome Ireland
Dr Joan murphy (phd) Health Specialist
annette orsquo neill Down Syndrome Ireland
pat Clarke Chief Executive Down Syndrome Ireland
Clare leonard President Down Syndrome Ireland
Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland
4 5
Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before
feelings anD emotions
People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child
Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers
Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome
Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help
Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops
DaD
At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead
ldquo ldquo
mum
We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too
sister
When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time
aDult With DoWn synDrome
The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person
ldquo
ldquo
ldquo
ldquo
ldquo
ldquo
A publication by Down Syndrome Ireland copy 2011
Parent InformationBooklet
SELECTED WORK - NON PROFIT
SELECTED WORKGORTA
SELECTED WORK - NON PROFIT
Community Oriented Watershed Management
gortarsquos approach
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo capacity
and capability to move towards the achievement of prosperity
Children from the Wayaworr village sit
on the slopes of the Wayaworr water
storage dam In 2008 the existing
excavation was rehabilitated as a
water storage facility through the
ADWAC- gorta partnership The lake
is a deliberate catchment of rainwater
and is used for water for livestock
irrigation for tree planting in the
catchment area and the recharging
of groundwater which benefits wells in
the surrounding villages
Capacity Building and Technical Support
A grader provided by gorta successfully carried out the earthworks for the contour bunds Training
in the operation and maintenance of the heavy machinery was provided to ensure that this activity
will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the
collaboration of an agriculture engineer from Senegal who has provided on-going support and makes
periodic visits These activities are similar to the interventions carried out in Senegal by international
donors including USAID and the World Bank There the construction of two water storage dams with a
capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers
and reduced damage to crops due to improved cattle tracks from the dams to other water resources
In my district 80 of conflicts I address are related to cases between
farmers and cattle owners regarding grazing and drinking points Thanks
to the re-demarcation of the cattle tracks since 2010 I have never
arbitrated any case of such related conflicts
Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda
The programme involved training community members in Chamen village in the manual
construction of gabion boxes required for the reinforcement of the check dams Consequently
the limited availability of these boxes in the country and their high cost are no longer
constraints to the earthwork required for the soil conservation interventions Other livelihood
aspects of the integrated watershed management programme include water harvesting
through the construction of half moons establishment wood lots micro credit schemes in
10 villages rearing of small ruminants such as sheep and poultry and income generation
activities through food processing and marketing and processing of ground nuts and millet by
village cooperatives
We the women of Njonen are no more burdened with the use of mortar
and pestle While we save labour to do other economic activities we also
generate an income from the use of the milling machine
Mallah Jallow President of Njonen Women group
lsquolsquorsquorsquo
The 14 million litres water storage dam near Wayaworr
village in Njaba Kunda The Gambia provides water to
approximately 1200 cattle during the four months of the dry
season Since the construction of the dam there has been
a reduction in the number of conflicts over access to water
sources between farmers and herdsmen
One of the spillways in the 45km retention dyke is used to
control the salt intrusion near Marong Kunda village in Njaba
Kunda the Gambia The rehabilitation of 200 hectares has
supported the production of an extra 100000kg of rice
grown by 300 women
Mallah Jallow President of the
Njonen Women group in Njonen
village the Gambia
lsquolsquorsquorsquo
Programme Development
The implementation of the water resource
management programme with TFCG began
in June 2010 with massive sensitization
to raise awareness on water management
issues for over 30000 people Similar to other
awareness-raising programmes implemented
by TFCG training and sensitization meetings
were attended by a wide range of participants
These included representatives from the local
authorities district officials traditional leaders
and other stakeholders such as NGOs and local
networks Village Natural Resource Committees
(VNRC) farmers women and youth groups and
individuals Posters and t-shirts were distributed
and during a field visit to the project site by
a gorta representative in February 2012 the
participantsrsquo awareness of water management
issues and potential solutions was clearly
evident
Integrated catchment management plans were
developed for the upper Mkolo and Kwebululu
rivers involving all 21 villages Water committee
members were trained in the management of
water resources in order to enable them to
construct and manage the protection of the
springs that deliver water to 16 villages and
will provide safe and clean drinking water
to approximately 10000 people Protection
of the water sources included a wide range
of interventions from small water sources
providing water to 50-100 households to larger
water sources that include gravity delivery and
distribution systems to ensure that community
members have easy access to clean water
within reach The VNRC established in the
catchment area in 1997 received further training
in participatory management of the upper
catchment in order to ensure the quality of the
water and the vegetation that protects these
water sources As the patrolling of the forest
has been carried out by the participatory forest
conservation committees for the past 20 years
the additional water resource protection is a
natural step for these committees Reforestation
efforts have also taken place around the water
sources so as to promote their conservation
A gorta Case Study Tanzania
Eva Lolenzo and Lilian Williams from
Bagamoyo village
in Korogwe district
Tanzania climb up-hill
carrying water from a
spring that supplies
water to 80 households
out of 3400 people
living in the village
The Water Users
Committee received
training on sustainable
management of the
spring
The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since
2008 in Participatory Forest Management (PFM) and other livelihood interventions
such as improved agricultural practices Since 2010 water resource management
has been implemented in Lushoto and Korogwe districts of the Western Usambara
Mountain in Tanzaniarsquos Northeastern region TFCG have been working with
communities in 21 villages in the project area for the last 15 years where they have
been promoting sustainable livelihoods strategies through participatory forest
management improved sustainable agriculture practices rearing of small ruminants
and bee-keeping and aquaculture as income generation activities In 2009 a
participatory situation analysis was carried out by TFCG in Lushoto and Korogwe
districts where results revealed that only 46 of the people in Lushoto and 51 in
Korogwe had access to clean water This was affecting women in particular who had
to travel long distances in mountainous terrain to fetch water
Promoting Conservation
Agricultural Practices
Farmer field schools (FFS) provided training
to 630 farmers (246 women and 384 men) on
improved agriculture techniques that included
irrigation on a small scale Each of the FFS
were trained in improved agriculture techniques
based on conservation agriculture practices
The demonstration plots were developed on
the hillsides in areas where the slope reaches
100 Earth terraces were also constructed
where irrigation basins were formed to cultivate
a diversity of crops such as tomatoes beans
maize ginger cabbages green peppers and
potatoes and the ground was treated with
organic manure Irrigation is currently being
provided by gravity-fed irrigation canals and a
mobile improvised sprinkler Ten drip irrigation
systems of 500 square metres are due to be
placed on the demonstration plots and these will
be accompanied by intensive technical support to
ensure correct operation and maintenance Two
gravity schemes are planned to be rehabilitated
through the project and provide water to over 600
farmers irrigating approximately 450 acres
Complementary Interventions
Other water-related interventions promoted
through the programme include harvesting of
rainwater in 15 schools A total of 7500 students
will have improved access to drinking water
when water is scarce during the dry periods from
March to June and from September to November
The programme also involves participatory forest
management which TFCG have been practicing
since 1985 Tree nurseries were established in
primary schools with support from farmer groups
and it is expected that these trees (firewood and
timber varieties) will be distributed to at least
10000 farmers thus alleviating pressure on the
natural forest A total number of 1500000 trees
are expected to be planted during the three-year
programme
Bee-keeping activities have been practiced by
other communities supported by TFCG in the
Arc range mountains and have had very positive
results Selected community members have
received a total of 300 beehives It is estimated
that one beehive could provide 40 litres of honey
per year which can be sold at a weight value of
6000 Tanzania shillings (TSh) per kg which is
equal to approximately 3 Euro Therefore one
beehive provides an annual income of 240000
TSh (115 Euro) per year The expected total
income to be generated from 300 beehives would
be in the region of 72000000 TSh (33540 Euro)
per year
Participants planting tree saplings at a
Tanzania Forest Conservation Group
tree nursery in the West Usambara
Mountains Tanzania
Hausa and Jaacobo Lucas
irrigate the demonstration
plot that Bagamoyo Farm
Field School (FFS) cultivate
15 women and 15 men have
constructed soil terraces on
a le acre where they cultivate
ginger tomatoes cassava
maize cabbage and beans
Drip irrigation equipment
will soon be installed to
enhance the agriculture
production during the dry
season
SELECTED WORK - NON PROFIT
food prices brief
Brochure_WFDindd 1
12102011 111254
gortarsquos approach
In line with gortarsquos strategy and that of the
Irish Governmentrsquos Hunger Task Force we
recognise the important role smallholder
farmers play as part of the solution It is
essential that the current focus on price
volatility at both national and international
level leads to further investment in the
agriculture sector particularly focusing
on research and new and improved
technologies as well as in social security
in order to support the most vulnerable
gorta is working with local partners in
building their resilience to shocks by
creating safety nets as part of a coping
strategy
gorta is also bridging the gap between
agriculture research and smallholder farmers
We recognise the need to link research
with operations in the field and encourage
smallholder farmersrsquo access to training amp
information improved seed technology and
climate smart agriculture We adopt a model
of integrated community development which
promotes among others the safeguarding of
local biodiversity
gorta believes further
investment needs to be
made in strengthening
bull Research and innovation
bull Climate-smart agriculture
bull Improved seeds and farm management
techniques
bull Watershed management
bull Infrastructure marketing systems
extension and communication services
bull Market information and transparency
bull Protection of indigenous knowledge and
biodiversity
bull Food distribution systems food stocks
and reserves
bull Social safety nets
bull Small holder farmersrsquo active free and
meaningful participation in decision
making
Excessive fluctuations in commodity prices whether in situations
of price increases or price depressions create uncertainties for
farmers This affects decisions regarding agricultural investment
and as such has a long-term impact on world food security
The High Level Panel of Experts on Food Security and Nutrition of the
Committee on World Food Security July 2011
lsquolsquo
rsquorsquo
Brochure_WFDindd 6
12102011 111300
It is crucial to better understand our agricultural system and
it is imperative for research and development to start thinking
about new and sustainable approaches to improving the
quality safety and variety of food produced and consumed
around the world
Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International
Women selling grain at a marketplace
in Ghana
lsquolsquo
rsquorsquo
Brochure_WFDindd 7
12102011 111301
The issueldquoSmall import-dependent countries especially
in Africa were deeply affected by the food and
economic crises Some large countries were
able to insulate their markets from the crisis
through restrictive trade policies and protect
their consumers through safety nets However
trade insulation increased prices and volatility in
international marketsrdquo (FAO The State of Food
Insecurity in the World 2011)
The situation which brought about the 2011 food
price increase has some similarities to that which
led to the 20072008 global food crisis described
above during which FAO estimated that the
number of undernourished people increased
by 170 million in the period from 2007-2009
(FAO 2009) The situation was triggered by a
reduction in the levels of global grain stocks
higher oil prices increased financial investments
in agricultural commodities (WB and IMF 2011)
and an increase in international prices across
same According to the Committee on World
Food Security (CFS) High Level Panel of Experts
on Food Security and Nutrition (July 2011) since
2007 the volatility of food prices and the number
of countries effected by it has increased
The Food and Agriculture Organization of the
United Nations (FAO) publishes a monthly
Food Price Index which is viewed as a global
benchmark for food price trends and reports on
five food commodities cereals oilseeds sugar
dairy and meat According to it while global
food prices fell slightly in September 2011 due
largely to the global economic slowdown prices
across the five commodities remain high and are
still above those of 2010 (FAO 2011) The State
of Food Insecurity in the World 2011 an annual
global hunger report published jointly by FAO the
International Fund for Agricultural Development
(IFAD) and the World Food Programme (WFP)
predicts that high and volatile food prices will
persist with food importing countries especially
in Africa mostly at risk
Since the 20072008 price spike there has
been international recognition that investment
in agriculture at both micro and macro levels is
necessary to mitigate against further food price
volatility At the same time agriculture needs
to be viewed within a holistic multi-sectoral
framework Diversifying on-farm and off-farm
activities enables smallholder farmers to reduce
their risk and vulnerability to shocks Access to
market and commodity price information at the
right time remains critical for farmers in order for
them to plant accordingly
What are the factors involved
Among factors relating to food price volatility
are weather variability trade policies (including
export restrictions and bans) increasing oil
prices and the emergence of new financial
investors which are all likely to persist Each of
these highlights the urgent need to focus on
the drivers of food prices and to find long-term
sustainable solutions Other relevant elements
include the shift in the quality of demand for
foods that are more intensive in grains such as
meat and dairy the trade-off between grains
for food feed and biofuels population growth
ndash with figures set to rise to approximately 82
billion by 2030 (UN 2005) ndash and the reduction in
agriculture productivity All of these elements put
further pressure on an already under-invested
sector and on limited resources
Who is affected and how
Despite vast agricultural potential many African
countries are significant net food importers with
high food prices therefore having an immediate
impact on poor householdsrsquo purchasing
power and income share going to food With
approximately 60-80 percent of a householdrsquos
income spent on food any sudden and high
increase in food prices can result in severe
threats to food and nutrition security pushing
families deeper into poverty and hunger This
consequently impacts on their access to other
services such as health care and education
Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos
Farming Communities
Brochure_WFDindd 4
12102011 111259
A group of women hold up a bundle
of harvested ginger produce as part
of a Tanzanian Organic Agriculture
Movement initiative in Mnasi Tanzania
gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to
ginger production to breathe new life into previously struggling livelihoods Livelihoods in the
Korogwe District have dramatically improved since the intervention of gorta and TOAM with
the ginger crop last year outstripping the maize staple crop by four times Participants in the
programme can sell on their ginger harvests and with the proceeds are then able to invest in
other areas
TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining
a higher price and then informing them of the international market opportunities available for
the organic products TOAM also educates and trains the farmers to improve the quality of the
crop and gain certification so their produce will receive a fairer price
The gortaTOAM partnership provides expertise and training in ginger production helping
people in the local communities to become self-sufficient This in turn allows them to escape
poverty educate their children diversify their income into different farming areas and look
towards building a better life for themselves
Case Study Tanzanian Organic Agriculture Movement
Brochure_WFDindd 5
12102011 111259
Goretti Nakana sorts through her
crop of Irish potatoes Goretti is a
participant in the gortaEMESCO
programme in the Kibaale District
in Uganda which is currently being
implemented across 60 communities
and incorporates agriculture health
and water security
Brochure_WFDindd 2
12102011 111256
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo
capacity and capability to move towards the achievement of
prosperity ndash in this sense entrepreneurial development is key
Brochure_WFDindd 3
12102011 111259
SELECTED WORK - NON PROFIT
Annual Report 2010
Untitled-1 1
12082011 104455
About gorta 4
Foreward from the Chairman 6
CEos Message 8
Patron and Board Members 10
our Vision Mission and Values 12
Our Work ndash At Home 16
Hunger Secretariat and World
Food Day 18
Donor Engagement and
Communications 19
Fundraising 20
Networks 22
Stop Climate Chaos 24
International Alliance Against Hunger 25
Our Work ndash Overseas 26
Health 28
Education 30
Livelihoods 32
Water 34
Food 36
Accounts 38
Annual Financial statements 2010 40
cOntents
Photo caption to be placed
here Photo caption to be
placed here
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19
Our countries
Rosie Sambo Zagwa Million Dorothy Msonkho past
students of Bunda College of Agriculture Malawi
Rebecca Amukhoye of gorta speaks to particpants at the
Watershed Management Workshop in Mukono Uganda
Paticipants at the Watershed Management workshop in
Mukono Uganda
Pamela Nasimnu and William Keyah at the gorta funded
Baraka College Kenya
Uganda
bull Population 338
million
bull Life expectancy at
birth 541 years
Uganda has one of the highest
population growth rates in the world
with 26 living in chronic poverty As
one of Gortarsquos programme countries
since 1965 Uganda was designated as
a Gorta country of focus in 20078 The
elimination of poverty and hunger and the
creation of prosperous futures for the poorest
communities are part of Gortarsquos vision As
with each of our countries of focus Gorta
recognises that it is essential to work with
local district government officers and in line
with the National Development in order to
align their development efforts and to create
sustainable programmes that are owned by
the local communities Gortarsquos main focus in
Uganda has been on food security with an aim
to increase access to markets for smallholder
farmers while also working with local
partners on improving water and sanitation
and increasing awareness and access to
treatments of people living with HIVAids
Zambia
bullPopulation 132
million
bullLife expectancy at
birth 473 years
Decades of
economic decline
and neglect of
infrastructure
and services have
impacted heavily on
Zambiarsquos population of 115
million with 45 of the population ndash
52 million individuals ndash undernourished (FAo
2010) Gortarsquos involvement in Zambia has
been to five target areas where it is currently
working with local organisations on training
for beekeeping watershed management area
rehabilitation income generation and with
differently-abled groups
Kenya
bull Population 409 million
bull Life expectancy at birth 556 years
Kenyarsquos population is largely rural based
and rely on smallholder agriculture for their
livelihoods Unpredictable rainfall due to
climate change is having a significantly
negative effect on the food security status of
the country ndash droughts are on the rise placing
millions of Kenyans at risk of malnutrition
and starvation Gorta recognises the need
for training for smallholder farmers to adapt
their farming methods to a changing climate
Having been working in the country since the
mid-seventies and Kenya was designated as
a country of Gortarsquos focus in 20078 Gortarsquos
involvement was initially through small faith-
based organisations but recently we have
engaged with more strategic local partners
with the potential to scale-up and scale-out
Gortarsquos main area of work in Kenya is centred
on agricultural training and food security
through improved methods of agriculture
production
Malawi
bull Population 157 million
bull Life expectancy at birth 546 years
The Republic of Malawi is currently ranked
153 out of 169 on the Human Development
Index (2010) The majority of its population
of 123 million live below the poverty line
and about 83 of the people live in rural
areas with low access to basic health and
education services Agricultural production
is the mainstay of Malawirsquos economy
but landholdings are small leading to
encroachment on marginal lands and
increased erosion These conditions
combined with the high incidence of HIV
AIDS make the poor highly vulnerable
to effects of natural disasters and food
insecurity Gorta first began working in
Malawi in 2005 our focus of work is on water
and food security borehole rehabilitation
sanitation and hygiene irrigation schemes
exchange visits short training courses and the
promotion of self help groups
tanzania
bull Population 45 million
bull Life expectancy at birth 569 years
Climate change is already having an impact
on Tanzania and is likely to further affect
the country with increased temperatures
and lower rainfall which affects agriculture
forests water and coastal resources and
human health Tanzania became a country of
focus for Gorta in 2007 together with Kenya
Uganda Malawi and Zambia Since then
most of our programmes are concentrated
in the Northern regions of the country from
Lake Victoria to the Coast and include Mara
Arusha Manyara Kilimanjaro and Tanga
regions Gortarsquos programmes in Tanzania
focus specifically on maintaining and
improving forest conservation water security
projects and improving livelihoods through
income-generating schemes
ZAMBIA
UGANDA
Population and life expectancy statistics taken from the Human Development Report 2010
United Nations Development Programmes (UNDP)
KENYA
MALAWI
TANZANIA
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51
Financial Highlights 1 Where our money comes from
Donations and Fundraising
Income 5192
Trading Activities Income 936
Investment Income 596
Revenue based grants 178
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
2 How your money gets spent
Programmes Costs Including
Advocacy 7207
Costs of Generating Trading
Income 850
Governance Costs and
Currency Loss 42
Costs of Generating
Voluntary Income 1057
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
3 Breakdown of Fundraising
Income
Committed giving 4645
Legacies 159
Committee income 106
General donations 282
Gift in Kind 10
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
4 split of Grant Income by Donor
Irish Aid 150
Department of Agriculture
Fisheries and Food 19
Enterprise Ireland 975
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
5 split of Programmes spend
by country
Uganda 2276
Malawi 2053
Zambia 1109
Tanzania 710
Kenya 285
India 89
Haiti 52
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
6 split of Programmes spend by
thematic Area
Food Security 2407
Livelihoods 1927
Water and Sanitation 1247
Health 349
Education 295
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011
CASE STUDYTHE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience
The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope
The Hotel
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
Website
SELECTED WORKTopaz
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd
Testimonial
CASE STUDYWATERFORD AIRPORT
CASE STUDY - WATERFORD AIRPORT
Website
CASE STUDY - WATERFORD AIRPORT
Web Banners
CASE STUDY - WATERFORD AIRPORT
Facebook Marketing
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
COMPANY PROFILE - WHO WE ARE
AWARDSAWARDSSeptember 2011 Logo Lounge 7 An international publication of 2000 logos selected from 33000 world wide entries
The brand identity for the White House will be published in Logo lounge 7 which is due to be released early in 2012
November 2009 Irish Design Effectiveness Award from Design Business Ireland (DBI) raquo Gold Award for the Tannery website
January 2009 Hospitality Sales Marketing Association International Award [HSMAI] TOTEMrsquos design for the Cliff House Hotelrsquos brochure was the winner of the category Best Hotel Brochure ndash Individual Property
November 2008 Irish Design Effectiveness Award from the Graphic Design Business Association (GDBA) raquo Silver Award for the Waterford Festival of Food branding and marketing materials raquo Silver Award for the design and implementation of the Cliff House Hotel website
September 2008 Logo Lounge Emo Oilrsquos brand identity for Emo E85 was published in Logo Lounge 5
November 2007 Graphis The International Journal of Visual Communication Gold award for the design and implementation of Alan Dalton Goldsmith brand identity
November 2007 Irish Design Effectiveness Award from the Graphic Design Business Association (GDBA) raquo Gold Award for ldquoMy Life Storyrdquo a life history book designed from the Alzheimer Society of Ireland raquo Silver Award for the design and implementation of Crews brand identity
November 2006 Irish Design Effectiveness Award from the GDBA raquo Overall lsquoGrand Prixrsquo Winner for YouGetItBackcom raquo Gold Award for the design and implementation of the YouGetItBackcom Brand Identity raquo Silver Award for the design and implementation of the YouGetItBackcom Point of Sale
November 2005 Irish Design Effectiveness Award from the GDBA Bronze Award for the OrsquoShea | OrsquoToole and Partners Corporate Identity
September 2003 Irish Design Effectiveness Award from the GDBA raquo Silver Award for the Student Counselling and Development [SCampD] Corporate Identity a department in UCC
Some Of The Awards Wersquove Won
COMPANY PROFILE - WHO WE ARE
ADDED VALUEADDED VALUEWhy Choose TOTEM
We believe that good design increases market share adding to your bottom line
We do this by listening Really listening Which allows us to understand your business ndash what makes it tick and where you need to go
Then we use design to link strategy and creativity by shaping ideas to become practical and attractive propositions for your consumers
These ideas will differentiate you
Our holistic approach and design versatility allows us to roll out these ideas consistently across every customer touch point ndash online and offline
TOTEMrsquos high level of customer service means we deliver our projects on-budget on-time every time
Finally the service we provide is good value for money and delivers a genuine return on your investment
This end result
starts here
SELECTED WORKTHE K CLUB
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
CASE STUDYTHE TALL SHIPS RACES WATERFORD 2011
The Big Idea ndash A Quayside OdysseyThe high seas have always offered the promise of adventure and an opportunity to experience people places and ideas beyond the realms of our own every day existence Any voyage aboard a tall ship now as then gives us the chance to set off on an epic voyage of self discovery and adventure
But what happens on the quayside As a very special gathering of the fleet the Tall Ships Races still offer us a unique chance to experience something completely different ndash even though
we may never set sail We get to explore new things see rare and beautiful sights tall ships at close quarters meet new people and learn a little about the worldMusic crafts food fireworks people dancing FUN FUN FUN and the ships themselves all pay their part in making our journey through the Tall Ships Race very very special indeed It becomes our very own QUAYSIDE ODYSSEY ndash from Rice Bridge to Reginaldrsquos Tower
Tall Ships Races Waterford 2011 ndash Irelandrsquos Biggest Quayside Party
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Reflecting the energy vibrancy and diversity that the Tall Ships Race brings with it this brand identity creates high impact in its colourful representation of this very special event in Waterfordrsquos 2011 calendar Using a strong festive colour palette to create a fun family friendly feel it
celebrates the coming together of cultures crews and communities 3 distinctive intersecting sail shapes unify to create a singular dynamic Tall Ship iconA strong solid slab-serif font is used to compliment the fluid sail shapes and to clearly identify the location Bluersquos are used in the
text to create some county pride A sense of the fun excitement and energy of this unique festival is encapsulated within this identity which was integrated into all marketing collateral making a striking and memorable brand
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Brand Identity
TOTEM applied the brand identity to a variety of marketing materials from the 106 page A5 Official Programme to the multifunctional Corporate Folder and 5 Sales Inserts which were pitched at securing different levels of sponsorshipA variety of other items were also designed such as postcards menus buntings door stickers and banners
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Marketing Literature
The Tall ShipS RaceS2011 WaTeRfoRd
Official SOuvenir BrOchure
30 june ndash 3 july WATERFORD CiTy iRElAnDSail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE
E50
0
feSt
ival P
rice
OnlY
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
A 48 sheet poster on a mobile ad-van was used in Hartlepool UK the closing destination for the 2010 race to advertise that Waterford would be the start of the Tall Ships Race for 2011In the run up to the race national 48 and 96 sheet posters were used to promote the eventIrelandrsquos largest poster ndash 120 feet wide ndash hangs on Waterfordrsquos North Quays which was used to promote the race to the local people in the 12 months leading to the event It is now used to commemorate the wonderful occasion that was Irelandrsquos Biggest Ever Quayside Party
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Outdoor Advertising
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
30 june ndash 3 july 2011 W A T E R F O R D c i T yw w wWate r fordTa l l Sh ip s R a c e ie
ThE TAll ShipS RAcESP r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
If you love to party then Waterford is the place to be this summer Wersquoll be celebrating the start of an epic sea voyage with fRee live music on the quayside of Irelandrsquos oldest cityWith four days of great entertainment street parties and exciting food stalls therersquos no better excuse for a daytrip So shake a leg Tell your friends and family and get on boardSail Training
International
Presented by Szczecin
THE T
ALL SHIPS RACESfood amp cRafT vIllageS
STReeT TheaTRe
lIve muSIc
gReaT value ShoppIng Waterford Institute of Technology
shake alegat I R e l a N D rsquo s B Ig ge st e V e R qUaYsIDe PaRtY
The primary format for the press ads was a 3 column wide advert that was the full height of the publication [next page] This distinctive shape helped the ad to stand out while also subtly reinforcing the lsquoTallrsquo aspect of the eventThese ads were then amended for a variety of shapes ndash Irish Times front and back page Solus [above] and a reverse L shaped advert [above] for GO the Travel Supplement from the same paper
Press Advertising
All AboArdFOR IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
In July 2011 the worldrsquos most beautiful ships will set sail from
the city of Waterford to embark on an epic sailing race Join us as
we celebrate four days amp nights of fantastic entertainment fun food
and fireworks Tell your friends and family to come home and experience the magic Get on
board and support the festival
Call to the Race Office at 41 The Quay Waterford
or visit
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
WaterfordTallShipsRaceie
shake alegAT IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
If you love to party then Waterford will be the place to be during the
summer of 2011 Wersquoll be celebrating the start of an epic sea voyage with
live music and free concerts right on the quayside Join us for four days
of great entertainment theatre and street parties So shake a leg
Tell your friends and family and get on board
Call to the Race Office at 41 The Quay Waterford
or visit WaterfordTallShipsRaceie
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
WaterfordTallShipsRaceie
shiver metimbers
In June 2011 a spectacular carnival will light up the quayside as the worldrsquos most beautiful ships set
sail on an epic sailing voyage from Waterford city Four days of parades
pageantry and performers will colour the streets as we celebrate
this unique festival and atmosphere on Waterfordrsquos quayside
Tell your friends and family and get on board
Call to the Race Office at 41 The Quay Waterford
or visit
ITrsquoS IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
TOTEM conceived and directed a 30 second TV advert that was aired on the RTE channels for the month of June in the run up to the event We worked in partnership with Nemeton TV who did the production work on the advertSome of the final story board is above and the actual 30 second ad is an mpeg file that accompanies this pdf
TV Advertising
Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency
Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd
Testimonial
SELECTED WORKDOWN SYNDROME IRELAND
SELECTED WORK - NON PROFIT
One of them will have a happy childhood find love and get a well paid job
The other one will too
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 5 15032012 0914
SELECTED WORK - NON PROFIT
Hello My name is JamesAny chance of a cuddle
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 1 15032012 0913
Shersquos my sister
And hersquos my brother
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 6 15032012 0914
wwwdownsyndromeie
Therersquos no place
The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family
Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families
(Sue Buckley amp Ben Sacks 2001)
like home
ldquo
ldquo
DSI Landscape [Snap Frame]indd 7 15032012 0914
wwwdownsyndromeie
Hersquos helpful smart loves a laugh and enjoys life to the full
Just like his son
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 8 15032012 0914
SELECTED WORK - NON PROFIT
2 3
Congratulations
on the Birth of your BaBy
The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness
Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other
There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault
All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development
taBle of Contents
Congratulations 3
feelings and emotions 4
telling Brothers and sisters 6
Down syndrome 7
Question time 9
a Bright future ahead 10
stimulation and Bonding 12
What to ask your Doctor 14
entitlements 18
Down syndrome ireland 20
recommended reading 22
6 7
telling Brothers anD sisters
Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need
Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings
Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things
They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born
They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease
Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated
At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo
DoWn synDrome
Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome
What is a syndrome
A syndrome is a collection of several symptoms and signs that usually occur together
What is a chromosome
Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total
22 23
reCommenDeD reaDing
Down syndromean introduction for parents amp Carers
Cliff Cunningham
a minor adjustment
Andy Merriman
early Communication skills for Children Down syndrome
Libby Kumin
Babies with Down syndrome
Karen Stray-Gendersen
Building healthy minds
Stanley Greenspan MD
it takes two to talk
Jan Pepper amp Elaine Weitzman
This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]
May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members
May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide
aCknoWleDgements
graacuteinne murphy National Resource Team Down Syndrome Ireland
Dr Joan murphy (phd) Health Specialist
annette orsquo neill Down Syndrome Ireland
pat Clarke Chief Executive Down Syndrome Ireland
Clare leonard President Down Syndrome Ireland
Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland
4 5
Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before
feelings anD emotions
People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child
Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers
Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome
Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help
Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops
DaD
At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead
ldquo ldquo
mum
We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too
sister
When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time
aDult With DoWn synDrome
The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person
ldquo
ldquo
ldquo
ldquo
ldquo
ldquo
A publication by Down Syndrome Ireland copy 2011
Parent InformationBooklet
SELECTED WORK - NON PROFIT
SELECTED WORKGORTA
SELECTED WORK - NON PROFIT
Community Oriented Watershed Management
gortarsquos approach
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo capacity
and capability to move towards the achievement of prosperity
Children from the Wayaworr village sit
on the slopes of the Wayaworr water
storage dam In 2008 the existing
excavation was rehabilitated as a
water storage facility through the
ADWAC- gorta partnership The lake
is a deliberate catchment of rainwater
and is used for water for livestock
irrigation for tree planting in the
catchment area and the recharging
of groundwater which benefits wells in
the surrounding villages
Capacity Building and Technical Support
A grader provided by gorta successfully carried out the earthworks for the contour bunds Training
in the operation and maintenance of the heavy machinery was provided to ensure that this activity
will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the
collaboration of an agriculture engineer from Senegal who has provided on-going support and makes
periodic visits These activities are similar to the interventions carried out in Senegal by international
donors including USAID and the World Bank There the construction of two water storage dams with a
capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers
and reduced damage to crops due to improved cattle tracks from the dams to other water resources
In my district 80 of conflicts I address are related to cases between
farmers and cattle owners regarding grazing and drinking points Thanks
to the re-demarcation of the cattle tracks since 2010 I have never
arbitrated any case of such related conflicts
Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda
The programme involved training community members in Chamen village in the manual
construction of gabion boxes required for the reinforcement of the check dams Consequently
the limited availability of these boxes in the country and their high cost are no longer
constraints to the earthwork required for the soil conservation interventions Other livelihood
aspects of the integrated watershed management programme include water harvesting
through the construction of half moons establishment wood lots micro credit schemes in
10 villages rearing of small ruminants such as sheep and poultry and income generation
activities through food processing and marketing and processing of ground nuts and millet by
village cooperatives
We the women of Njonen are no more burdened with the use of mortar
and pestle While we save labour to do other economic activities we also
generate an income from the use of the milling machine
Mallah Jallow President of Njonen Women group
lsquolsquorsquorsquo
The 14 million litres water storage dam near Wayaworr
village in Njaba Kunda The Gambia provides water to
approximately 1200 cattle during the four months of the dry
season Since the construction of the dam there has been
a reduction in the number of conflicts over access to water
sources between farmers and herdsmen
One of the spillways in the 45km retention dyke is used to
control the salt intrusion near Marong Kunda village in Njaba
Kunda the Gambia The rehabilitation of 200 hectares has
supported the production of an extra 100000kg of rice
grown by 300 women
Mallah Jallow President of the
Njonen Women group in Njonen
village the Gambia
lsquolsquorsquorsquo
Programme Development
The implementation of the water resource
management programme with TFCG began
in June 2010 with massive sensitization
to raise awareness on water management
issues for over 30000 people Similar to other
awareness-raising programmes implemented
by TFCG training and sensitization meetings
were attended by a wide range of participants
These included representatives from the local
authorities district officials traditional leaders
and other stakeholders such as NGOs and local
networks Village Natural Resource Committees
(VNRC) farmers women and youth groups and
individuals Posters and t-shirts were distributed
and during a field visit to the project site by
a gorta representative in February 2012 the
participantsrsquo awareness of water management
issues and potential solutions was clearly
evident
Integrated catchment management plans were
developed for the upper Mkolo and Kwebululu
rivers involving all 21 villages Water committee
members were trained in the management of
water resources in order to enable them to
construct and manage the protection of the
springs that deliver water to 16 villages and
will provide safe and clean drinking water
to approximately 10000 people Protection
of the water sources included a wide range
of interventions from small water sources
providing water to 50-100 households to larger
water sources that include gravity delivery and
distribution systems to ensure that community
members have easy access to clean water
within reach The VNRC established in the
catchment area in 1997 received further training
in participatory management of the upper
catchment in order to ensure the quality of the
water and the vegetation that protects these
water sources As the patrolling of the forest
has been carried out by the participatory forest
conservation committees for the past 20 years
the additional water resource protection is a
natural step for these committees Reforestation
efforts have also taken place around the water
sources so as to promote their conservation
A gorta Case Study Tanzania
Eva Lolenzo and Lilian Williams from
Bagamoyo village
in Korogwe district
Tanzania climb up-hill
carrying water from a
spring that supplies
water to 80 households
out of 3400 people
living in the village
The Water Users
Committee received
training on sustainable
management of the
spring
The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since
2008 in Participatory Forest Management (PFM) and other livelihood interventions
such as improved agricultural practices Since 2010 water resource management
has been implemented in Lushoto and Korogwe districts of the Western Usambara
Mountain in Tanzaniarsquos Northeastern region TFCG have been working with
communities in 21 villages in the project area for the last 15 years where they have
been promoting sustainable livelihoods strategies through participatory forest
management improved sustainable agriculture practices rearing of small ruminants
and bee-keeping and aquaculture as income generation activities In 2009 a
participatory situation analysis was carried out by TFCG in Lushoto and Korogwe
districts where results revealed that only 46 of the people in Lushoto and 51 in
Korogwe had access to clean water This was affecting women in particular who had
to travel long distances in mountainous terrain to fetch water
Promoting Conservation
Agricultural Practices
Farmer field schools (FFS) provided training
to 630 farmers (246 women and 384 men) on
improved agriculture techniques that included
irrigation on a small scale Each of the FFS
were trained in improved agriculture techniques
based on conservation agriculture practices
The demonstration plots were developed on
the hillsides in areas where the slope reaches
100 Earth terraces were also constructed
where irrigation basins were formed to cultivate
a diversity of crops such as tomatoes beans
maize ginger cabbages green peppers and
potatoes and the ground was treated with
organic manure Irrigation is currently being
provided by gravity-fed irrigation canals and a
mobile improvised sprinkler Ten drip irrigation
systems of 500 square metres are due to be
placed on the demonstration plots and these will
be accompanied by intensive technical support to
ensure correct operation and maintenance Two
gravity schemes are planned to be rehabilitated
through the project and provide water to over 600
farmers irrigating approximately 450 acres
Complementary Interventions
Other water-related interventions promoted
through the programme include harvesting of
rainwater in 15 schools A total of 7500 students
will have improved access to drinking water
when water is scarce during the dry periods from
March to June and from September to November
The programme also involves participatory forest
management which TFCG have been practicing
since 1985 Tree nurseries were established in
primary schools with support from farmer groups
and it is expected that these trees (firewood and
timber varieties) will be distributed to at least
10000 farmers thus alleviating pressure on the
natural forest A total number of 1500000 trees
are expected to be planted during the three-year
programme
Bee-keeping activities have been practiced by
other communities supported by TFCG in the
Arc range mountains and have had very positive
results Selected community members have
received a total of 300 beehives It is estimated
that one beehive could provide 40 litres of honey
per year which can be sold at a weight value of
6000 Tanzania shillings (TSh) per kg which is
equal to approximately 3 Euro Therefore one
beehive provides an annual income of 240000
TSh (115 Euro) per year The expected total
income to be generated from 300 beehives would
be in the region of 72000000 TSh (33540 Euro)
per year
Participants planting tree saplings at a
Tanzania Forest Conservation Group
tree nursery in the West Usambara
Mountains Tanzania
Hausa and Jaacobo Lucas
irrigate the demonstration
plot that Bagamoyo Farm
Field School (FFS) cultivate
15 women and 15 men have
constructed soil terraces on
a le acre where they cultivate
ginger tomatoes cassava
maize cabbage and beans
Drip irrigation equipment
will soon be installed to
enhance the agriculture
production during the dry
season
SELECTED WORK - NON PROFIT
food prices brief
Brochure_WFDindd 1
12102011 111254
gortarsquos approach
In line with gortarsquos strategy and that of the
Irish Governmentrsquos Hunger Task Force we
recognise the important role smallholder
farmers play as part of the solution It is
essential that the current focus on price
volatility at both national and international
level leads to further investment in the
agriculture sector particularly focusing
on research and new and improved
technologies as well as in social security
in order to support the most vulnerable
gorta is working with local partners in
building their resilience to shocks by
creating safety nets as part of a coping
strategy
gorta is also bridging the gap between
agriculture research and smallholder farmers
We recognise the need to link research
with operations in the field and encourage
smallholder farmersrsquo access to training amp
information improved seed technology and
climate smart agriculture We adopt a model
of integrated community development which
promotes among others the safeguarding of
local biodiversity
gorta believes further
investment needs to be
made in strengthening
bull Research and innovation
bull Climate-smart agriculture
bull Improved seeds and farm management
techniques
bull Watershed management
bull Infrastructure marketing systems
extension and communication services
bull Market information and transparency
bull Protection of indigenous knowledge and
biodiversity
bull Food distribution systems food stocks
and reserves
bull Social safety nets
bull Small holder farmersrsquo active free and
meaningful participation in decision
making
Excessive fluctuations in commodity prices whether in situations
of price increases or price depressions create uncertainties for
farmers This affects decisions regarding agricultural investment
and as such has a long-term impact on world food security
The High Level Panel of Experts on Food Security and Nutrition of the
Committee on World Food Security July 2011
lsquolsquo
rsquorsquo
Brochure_WFDindd 6
12102011 111300
It is crucial to better understand our agricultural system and
it is imperative for research and development to start thinking
about new and sustainable approaches to improving the
quality safety and variety of food produced and consumed
around the world
Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International
Women selling grain at a marketplace
in Ghana
lsquolsquo
rsquorsquo
Brochure_WFDindd 7
12102011 111301
The issueldquoSmall import-dependent countries especially
in Africa were deeply affected by the food and
economic crises Some large countries were
able to insulate their markets from the crisis
through restrictive trade policies and protect
their consumers through safety nets However
trade insulation increased prices and volatility in
international marketsrdquo (FAO The State of Food
Insecurity in the World 2011)
The situation which brought about the 2011 food
price increase has some similarities to that which
led to the 20072008 global food crisis described
above during which FAO estimated that the
number of undernourished people increased
by 170 million in the period from 2007-2009
(FAO 2009) The situation was triggered by a
reduction in the levels of global grain stocks
higher oil prices increased financial investments
in agricultural commodities (WB and IMF 2011)
and an increase in international prices across
same According to the Committee on World
Food Security (CFS) High Level Panel of Experts
on Food Security and Nutrition (July 2011) since
2007 the volatility of food prices and the number
of countries effected by it has increased
The Food and Agriculture Organization of the
United Nations (FAO) publishes a monthly
Food Price Index which is viewed as a global
benchmark for food price trends and reports on
five food commodities cereals oilseeds sugar
dairy and meat According to it while global
food prices fell slightly in September 2011 due
largely to the global economic slowdown prices
across the five commodities remain high and are
still above those of 2010 (FAO 2011) The State
of Food Insecurity in the World 2011 an annual
global hunger report published jointly by FAO the
International Fund for Agricultural Development
(IFAD) and the World Food Programme (WFP)
predicts that high and volatile food prices will
persist with food importing countries especially
in Africa mostly at risk
Since the 20072008 price spike there has
been international recognition that investment
in agriculture at both micro and macro levels is
necessary to mitigate against further food price
volatility At the same time agriculture needs
to be viewed within a holistic multi-sectoral
framework Diversifying on-farm and off-farm
activities enables smallholder farmers to reduce
their risk and vulnerability to shocks Access to
market and commodity price information at the
right time remains critical for farmers in order for
them to plant accordingly
What are the factors involved
Among factors relating to food price volatility
are weather variability trade policies (including
export restrictions and bans) increasing oil
prices and the emergence of new financial
investors which are all likely to persist Each of
these highlights the urgent need to focus on
the drivers of food prices and to find long-term
sustainable solutions Other relevant elements
include the shift in the quality of demand for
foods that are more intensive in grains such as
meat and dairy the trade-off between grains
for food feed and biofuels population growth
ndash with figures set to rise to approximately 82
billion by 2030 (UN 2005) ndash and the reduction in
agriculture productivity All of these elements put
further pressure on an already under-invested
sector and on limited resources
Who is affected and how
Despite vast agricultural potential many African
countries are significant net food importers with
high food prices therefore having an immediate
impact on poor householdsrsquo purchasing
power and income share going to food With
approximately 60-80 percent of a householdrsquos
income spent on food any sudden and high
increase in food prices can result in severe
threats to food and nutrition security pushing
families deeper into poverty and hunger This
consequently impacts on their access to other
services such as health care and education
Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos
Farming Communities
Brochure_WFDindd 4
12102011 111259
A group of women hold up a bundle
of harvested ginger produce as part
of a Tanzanian Organic Agriculture
Movement initiative in Mnasi Tanzania
gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to
ginger production to breathe new life into previously struggling livelihoods Livelihoods in the
Korogwe District have dramatically improved since the intervention of gorta and TOAM with
the ginger crop last year outstripping the maize staple crop by four times Participants in the
programme can sell on their ginger harvests and with the proceeds are then able to invest in
other areas
TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining
a higher price and then informing them of the international market opportunities available for
the organic products TOAM also educates and trains the farmers to improve the quality of the
crop and gain certification so their produce will receive a fairer price
The gortaTOAM partnership provides expertise and training in ginger production helping
people in the local communities to become self-sufficient This in turn allows them to escape
poverty educate their children diversify their income into different farming areas and look
towards building a better life for themselves
Case Study Tanzanian Organic Agriculture Movement
Brochure_WFDindd 5
12102011 111259
Goretti Nakana sorts through her
crop of Irish potatoes Goretti is a
participant in the gortaEMESCO
programme in the Kibaale District
in Uganda which is currently being
implemented across 60 communities
and incorporates agriculture health
and water security
Brochure_WFDindd 2
12102011 111256
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo
capacity and capability to move towards the achievement of
prosperity ndash in this sense entrepreneurial development is key
Brochure_WFDindd 3
12102011 111259
SELECTED WORK - NON PROFIT
Annual Report 2010
Untitled-1 1
12082011 104455
About gorta 4
Foreward from the Chairman 6
CEos Message 8
Patron and Board Members 10
our Vision Mission and Values 12
Our Work ndash At Home 16
Hunger Secretariat and World
Food Day 18
Donor Engagement and
Communications 19
Fundraising 20
Networks 22
Stop Climate Chaos 24
International Alliance Against Hunger 25
Our Work ndash Overseas 26
Health 28
Education 30
Livelihoods 32
Water 34
Food 36
Accounts 38
Annual Financial statements 2010 40
cOntents
Photo caption to be placed
here Photo caption to be
placed here
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19
Our countries
Rosie Sambo Zagwa Million Dorothy Msonkho past
students of Bunda College of Agriculture Malawi
Rebecca Amukhoye of gorta speaks to particpants at the
Watershed Management Workshop in Mukono Uganda
Paticipants at the Watershed Management workshop in
Mukono Uganda
Pamela Nasimnu and William Keyah at the gorta funded
Baraka College Kenya
Uganda
bull Population 338
million
bull Life expectancy at
birth 541 years
Uganda has one of the highest
population growth rates in the world
with 26 living in chronic poverty As
one of Gortarsquos programme countries
since 1965 Uganda was designated as
a Gorta country of focus in 20078 The
elimination of poverty and hunger and the
creation of prosperous futures for the poorest
communities are part of Gortarsquos vision As
with each of our countries of focus Gorta
recognises that it is essential to work with
local district government officers and in line
with the National Development in order to
align their development efforts and to create
sustainable programmes that are owned by
the local communities Gortarsquos main focus in
Uganda has been on food security with an aim
to increase access to markets for smallholder
farmers while also working with local
partners on improving water and sanitation
and increasing awareness and access to
treatments of people living with HIVAids
Zambia
bullPopulation 132
million
bullLife expectancy at
birth 473 years
Decades of
economic decline
and neglect of
infrastructure
and services have
impacted heavily on
Zambiarsquos population of 115
million with 45 of the population ndash
52 million individuals ndash undernourished (FAo
2010) Gortarsquos involvement in Zambia has
been to five target areas where it is currently
working with local organisations on training
for beekeeping watershed management area
rehabilitation income generation and with
differently-abled groups
Kenya
bull Population 409 million
bull Life expectancy at birth 556 years
Kenyarsquos population is largely rural based
and rely on smallholder agriculture for their
livelihoods Unpredictable rainfall due to
climate change is having a significantly
negative effect on the food security status of
the country ndash droughts are on the rise placing
millions of Kenyans at risk of malnutrition
and starvation Gorta recognises the need
for training for smallholder farmers to adapt
their farming methods to a changing climate
Having been working in the country since the
mid-seventies and Kenya was designated as
a country of Gortarsquos focus in 20078 Gortarsquos
involvement was initially through small faith-
based organisations but recently we have
engaged with more strategic local partners
with the potential to scale-up and scale-out
Gortarsquos main area of work in Kenya is centred
on agricultural training and food security
through improved methods of agriculture
production
Malawi
bull Population 157 million
bull Life expectancy at birth 546 years
The Republic of Malawi is currently ranked
153 out of 169 on the Human Development
Index (2010) The majority of its population
of 123 million live below the poverty line
and about 83 of the people live in rural
areas with low access to basic health and
education services Agricultural production
is the mainstay of Malawirsquos economy
but landholdings are small leading to
encroachment on marginal lands and
increased erosion These conditions
combined with the high incidence of HIV
AIDS make the poor highly vulnerable
to effects of natural disasters and food
insecurity Gorta first began working in
Malawi in 2005 our focus of work is on water
and food security borehole rehabilitation
sanitation and hygiene irrigation schemes
exchange visits short training courses and the
promotion of self help groups
tanzania
bull Population 45 million
bull Life expectancy at birth 569 years
Climate change is already having an impact
on Tanzania and is likely to further affect
the country with increased temperatures
and lower rainfall which affects agriculture
forests water and coastal resources and
human health Tanzania became a country of
focus for Gorta in 2007 together with Kenya
Uganda Malawi and Zambia Since then
most of our programmes are concentrated
in the Northern regions of the country from
Lake Victoria to the Coast and include Mara
Arusha Manyara Kilimanjaro and Tanga
regions Gortarsquos programmes in Tanzania
focus specifically on maintaining and
improving forest conservation water security
projects and improving livelihoods through
income-generating schemes
ZAMBIA
UGANDA
Population and life expectancy statistics taken from the Human Development Report 2010
United Nations Development Programmes (UNDP)
KENYA
MALAWI
TANZANIA
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51
Financial Highlights 1 Where our money comes from
Donations and Fundraising
Income 5192
Trading Activities Income 936
Investment Income 596
Revenue based grants 178
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
2 How your money gets spent
Programmes Costs Including
Advocacy 7207
Costs of Generating Trading
Income 850
Governance Costs and
Currency Loss 42
Costs of Generating
Voluntary Income 1057
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
3 Breakdown of Fundraising
Income
Committed giving 4645
Legacies 159
Committee income 106
General donations 282
Gift in Kind 10
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
4 split of Grant Income by Donor
Irish Aid 150
Department of Agriculture
Fisheries and Food 19
Enterprise Ireland 975
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
5 split of Programmes spend
by country
Uganda 2276
Malawi 2053
Zambia 1109
Tanzania 710
Kenya 285
India 89
Haiti 52
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
6 split of Programmes spend by
thematic Area
Food Security 2407
Livelihoods 1927
Water and Sanitation 1247
Health 349
Education 295
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011
CASE STUDYTHE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience
The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope
The Hotel
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
Website
SELECTED WORKTopaz
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd
Testimonial
CASE STUDYWATERFORD AIRPORT
CASE STUDY - WATERFORD AIRPORT
Website
CASE STUDY - WATERFORD AIRPORT
Web Banners
CASE STUDY - WATERFORD AIRPORT
Facebook Marketing
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
COMPANY PROFILE - WHO WE ARE
ADDED VALUEADDED VALUEWhy Choose TOTEM
We believe that good design increases market share adding to your bottom line
We do this by listening Really listening Which allows us to understand your business ndash what makes it tick and where you need to go
Then we use design to link strategy and creativity by shaping ideas to become practical and attractive propositions for your consumers
These ideas will differentiate you
Our holistic approach and design versatility allows us to roll out these ideas consistently across every customer touch point ndash online and offline
TOTEMrsquos high level of customer service means we deliver our projects on-budget on-time every time
Finally the service we provide is good value for money and delivers a genuine return on your investment
This end result
starts here
SELECTED WORKTHE K CLUB
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
CASE STUDYTHE TALL SHIPS RACES WATERFORD 2011
The Big Idea ndash A Quayside OdysseyThe high seas have always offered the promise of adventure and an opportunity to experience people places and ideas beyond the realms of our own every day existence Any voyage aboard a tall ship now as then gives us the chance to set off on an epic voyage of self discovery and adventure
But what happens on the quayside As a very special gathering of the fleet the Tall Ships Races still offer us a unique chance to experience something completely different ndash even though
we may never set sail We get to explore new things see rare and beautiful sights tall ships at close quarters meet new people and learn a little about the worldMusic crafts food fireworks people dancing FUN FUN FUN and the ships themselves all pay their part in making our journey through the Tall Ships Race very very special indeed It becomes our very own QUAYSIDE ODYSSEY ndash from Rice Bridge to Reginaldrsquos Tower
Tall Ships Races Waterford 2011 ndash Irelandrsquos Biggest Quayside Party
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Reflecting the energy vibrancy and diversity that the Tall Ships Race brings with it this brand identity creates high impact in its colourful representation of this very special event in Waterfordrsquos 2011 calendar Using a strong festive colour palette to create a fun family friendly feel it
celebrates the coming together of cultures crews and communities 3 distinctive intersecting sail shapes unify to create a singular dynamic Tall Ship iconA strong solid slab-serif font is used to compliment the fluid sail shapes and to clearly identify the location Bluersquos are used in the
text to create some county pride A sense of the fun excitement and energy of this unique festival is encapsulated within this identity which was integrated into all marketing collateral making a striking and memorable brand
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Brand Identity
TOTEM applied the brand identity to a variety of marketing materials from the 106 page A5 Official Programme to the multifunctional Corporate Folder and 5 Sales Inserts which were pitched at securing different levels of sponsorshipA variety of other items were also designed such as postcards menus buntings door stickers and banners
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Marketing Literature
The Tall ShipS RaceS2011 WaTeRfoRd
Official SOuvenir BrOchure
30 june ndash 3 july WATERFORD CiTy iRElAnDSail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE
E50
0
feSt
ival P
rice
OnlY
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
A 48 sheet poster on a mobile ad-van was used in Hartlepool UK the closing destination for the 2010 race to advertise that Waterford would be the start of the Tall Ships Race for 2011In the run up to the race national 48 and 96 sheet posters were used to promote the eventIrelandrsquos largest poster ndash 120 feet wide ndash hangs on Waterfordrsquos North Quays which was used to promote the race to the local people in the 12 months leading to the event It is now used to commemorate the wonderful occasion that was Irelandrsquos Biggest Ever Quayside Party
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Outdoor Advertising
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
30 june ndash 3 july 2011 W A T E R F O R D c i T yw w wWate r fordTa l l Sh ip s R a c e ie
ThE TAll ShipS RAcESP r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
If you love to party then Waterford is the place to be this summer Wersquoll be celebrating the start of an epic sea voyage with fRee live music on the quayside of Irelandrsquos oldest cityWith four days of great entertainment street parties and exciting food stalls therersquos no better excuse for a daytrip So shake a leg Tell your friends and family and get on boardSail Training
International
Presented by Szczecin
THE T
ALL SHIPS RACESfood amp cRafT vIllageS
STReeT TheaTRe
lIve muSIc
gReaT value ShoppIng Waterford Institute of Technology
shake alegat I R e l a N D rsquo s B Ig ge st e V e R qUaYsIDe PaRtY
The primary format for the press ads was a 3 column wide advert that was the full height of the publication [next page] This distinctive shape helped the ad to stand out while also subtly reinforcing the lsquoTallrsquo aspect of the eventThese ads were then amended for a variety of shapes ndash Irish Times front and back page Solus [above] and a reverse L shaped advert [above] for GO the Travel Supplement from the same paper
Press Advertising
All AboArdFOR IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
In July 2011 the worldrsquos most beautiful ships will set sail from
the city of Waterford to embark on an epic sailing race Join us as
we celebrate four days amp nights of fantastic entertainment fun food
and fireworks Tell your friends and family to come home and experience the magic Get on
board and support the festival
Call to the Race Office at 41 The Quay Waterford
or visit
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
WaterfordTallShipsRaceie
shake alegAT IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
If you love to party then Waterford will be the place to be during the
summer of 2011 Wersquoll be celebrating the start of an epic sea voyage with
live music and free concerts right on the quayside Join us for four days
of great entertainment theatre and street parties So shake a leg
Tell your friends and family and get on board
Call to the Race Office at 41 The Quay Waterford
or visit WaterfordTallShipsRaceie
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
WaterfordTallShipsRaceie
shiver metimbers
In June 2011 a spectacular carnival will light up the quayside as the worldrsquos most beautiful ships set
sail on an epic sailing voyage from Waterford city Four days of parades
pageantry and performers will colour the streets as we celebrate
this unique festival and atmosphere on Waterfordrsquos quayside
Tell your friends and family and get on board
Call to the Race Office at 41 The Quay Waterford
or visit
ITrsquoS IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
TOTEM conceived and directed a 30 second TV advert that was aired on the RTE channels for the month of June in the run up to the event We worked in partnership with Nemeton TV who did the production work on the advertSome of the final story board is above and the actual 30 second ad is an mpeg file that accompanies this pdf
TV Advertising
Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency
Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd
Testimonial
SELECTED WORKDOWN SYNDROME IRELAND
SELECTED WORK - NON PROFIT
One of them will have a happy childhood find love and get a well paid job
The other one will too
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 5 15032012 0914
SELECTED WORK - NON PROFIT
Hello My name is JamesAny chance of a cuddle
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 1 15032012 0913
Shersquos my sister
And hersquos my brother
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 6 15032012 0914
wwwdownsyndromeie
Therersquos no place
The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family
Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families
(Sue Buckley amp Ben Sacks 2001)
like home
ldquo
ldquo
DSI Landscape [Snap Frame]indd 7 15032012 0914
wwwdownsyndromeie
Hersquos helpful smart loves a laugh and enjoys life to the full
Just like his son
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 8 15032012 0914
SELECTED WORK - NON PROFIT
2 3
Congratulations
on the Birth of your BaBy
The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness
Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other
There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault
All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development
taBle of Contents
Congratulations 3
feelings and emotions 4
telling Brothers and sisters 6
Down syndrome 7
Question time 9
a Bright future ahead 10
stimulation and Bonding 12
What to ask your Doctor 14
entitlements 18
Down syndrome ireland 20
recommended reading 22
6 7
telling Brothers anD sisters
Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need
Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings
Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things
They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born
They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease
Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated
At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo
DoWn synDrome
Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome
What is a syndrome
A syndrome is a collection of several symptoms and signs that usually occur together
What is a chromosome
Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total
22 23
reCommenDeD reaDing
Down syndromean introduction for parents amp Carers
Cliff Cunningham
a minor adjustment
Andy Merriman
early Communication skills for Children Down syndrome
Libby Kumin
Babies with Down syndrome
Karen Stray-Gendersen
Building healthy minds
Stanley Greenspan MD
it takes two to talk
Jan Pepper amp Elaine Weitzman
This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]
May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members
May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide
aCknoWleDgements
graacuteinne murphy National Resource Team Down Syndrome Ireland
Dr Joan murphy (phd) Health Specialist
annette orsquo neill Down Syndrome Ireland
pat Clarke Chief Executive Down Syndrome Ireland
Clare leonard President Down Syndrome Ireland
Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland
4 5
Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before
feelings anD emotions
People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child
Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers
Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome
Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help
Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops
DaD
At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead
ldquo ldquo
mum
We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too
sister
When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time
aDult With DoWn synDrome
The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person
ldquo
ldquo
ldquo
ldquo
ldquo
ldquo
A publication by Down Syndrome Ireland copy 2011
Parent InformationBooklet
SELECTED WORK - NON PROFIT
SELECTED WORKGORTA
SELECTED WORK - NON PROFIT
Community Oriented Watershed Management
gortarsquos approach
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo capacity
and capability to move towards the achievement of prosperity
Children from the Wayaworr village sit
on the slopes of the Wayaworr water
storage dam In 2008 the existing
excavation was rehabilitated as a
water storage facility through the
ADWAC- gorta partnership The lake
is a deliberate catchment of rainwater
and is used for water for livestock
irrigation for tree planting in the
catchment area and the recharging
of groundwater which benefits wells in
the surrounding villages
Capacity Building and Technical Support
A grader provided by gorta successfully carried out the earthworks for the contour bunds Training
in the operation and maintenance of the heavy machinery was provided to ensure that this activity
will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the
collaboration of an agriculture engineer from Senegal who has provided on-going support and makes
periodic visits These activities are similar to the interventions carried out in Senegal by international
donors including USAID and the World Bank There the construction of two water storage dams with a
capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers
and reduced damage to crops due to improved cattle tracks from the dams to other water resources
In my district 80 of conflicts I address are related to cases between
farmers and cattle owners regarding grazing and drinking points Thanks
to the re-demarcation of the cattle tracks since 2010 I have never
arbitrated any case of such related conflicts
Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda
The programme involved training community members in Chamen village in the manual
construction of gabion boxes required for the reinforcement of the check dams Consequently
the limited availability of these boxes in the country and their high cost are no longer
constraints to the earthwork required for the soil conservation interventions Other livelihood
aspects of the integrated watershed management programme include water harvesting
through the construction of half moons establishment wood lots micro credit schemes in
10 villages rearing of small ruminants such as sheep and poultry and income generation
activities through food processing and marketing and processing of ground nuts and millet by
village cooperatives
We the women of Njonen are no more burdened with the use of mortar
and pestle While we save labour to do other economic activities we also
generate an income from the use of the milling machine
Mallah Jallow President of Njonen Women group
lsquolsquorsquorsquo
The 14 million litres water storage dam near Wayaworr
village in Njaba Kunda The Gambia provides water to
approximately 1200 cattle during the four months of the dry
season Since the construction of the dam there has been
a reduction in the number of conflicts over access to water
sources between farmers and herdsmen
One of the spillways in the 45km retention dyke is used to
control the salt intrusion near Marong Kunda village in Njaba
Kunda the Gambia The rehabilitation of 200 hectares has
supported the production of an extra 100000kg of rice
grown by 300 women
Mallah Jallow President of the
Njonen Women group in Njonen
village the Gambia
lsquolsquorsquorsquo
Programme Development
The implementation of the water resource
management programme with TFCG began
in June 2010 with massive sensitization
to raise awareness on water management
issues for over 30000 people Similar to other
awareness-raising programmes implemented
by TFCG training and sensitization meetings
were attended by a wide range of participants
These included representatives from the local
authorities district officials traditional leaders
and other stakeholders such as NGOs and local
networks Village Natural Resource Committees
(VNRC) farmers women and youth groups and
individuals Posters and t-shirts were distributed
and during a field visit to the project site by
a gorta representative in February 2012 the
participantsrsquo awareness of water management
issues and potential solutions was clearly
evident
Integrated catchment management plans were
developed for the upper Mkolo and Kwebululu
rivers involving all 21 villages Water committee
members were trained in the management of
water resources in order to enable them to
construct and manage the protection of the
springs that deliver water to 16 villages and
will provide safe and clean drinking water
to approximately 10000 people Protection
of the water sources included a wide range
of interventions from small water sources
providing water to 50-100 households to larger
water sources that include gravity delivery and
distribution systems to ensure that community
members have easy access to clean water
within reach The VNRC established in the
catchment area in 1997 received further training
in participatory management of the upper
catchment in order to ensure the quality of the
water and the vegetation that protects these
water sources As the patrolling of the forest
has been carried out by the participatory forest
conservation committees for the past 20 years
the additional water resource protection is a
natural step for these committees Reforestation
efforts have also taken place around the water
sources so as to promote their conservation
A gorta Case Study Tanzania
Eva Lolenzo and Lilian Williams from
Bagamoyo village
in Korogwe district
Tanzania climb up-hill
carrying water from a
spring that supplies
water to 80 households
out of 3400 people
living in the village
The Water Users
Committee received
training on sustainable
management of the
spring
The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since
2008 in Participatory Forest Management (PFM) and other livelihood interventions
such as improved agricultural practices Since 2010 water resource management
has been implemented in Lushoto and Korogwe districts of the Western Usambara
Mountain in Tanzaniarsquos Northeastern region TFCG have been working with
communities in 21 villages in the project area for the last 15 years where they have
been promoting sustainable livelihoods strategies through participatory forest
management improved sustainable agriculture practices rearing of small ruminants
and bee-keeping and aquaculture as income generation activities In 2009 a
participatory situation analysis was carried out by TFCG in Lushoto and Korogwe
districts where results revealed that only 46 of the people in Lushoto and 51 in
Korogwe had access to clean water This was affecting women in particular who had
to travel long distances in mountainous terrain to fetch water
Promoting Conservation
Agricultural Practices
Farmer field schools (FFS) provided training
to 630 farmers (246 women and 384 men) on
improved agriculture techniques that included
irrigation on a small scale Each of the FFS
were trained in improved agriculture techniques
based on conservation agriculture practices
The demonstration plots were developed on
the hillsides in areas where the slope reaches
100 Earth terraces were also constructed
where irrigation basins were formed to cultivate
a diversity of crops such as tomatoes beans
maize ginger cabbages green peppers and
potatoes and the ground was treated with
organic manure Irrigation is currently being
provided by gravity-fed irrigation canals and a
mobile improvised sprinkler Ten drip irrigation
systems of 500 square metres are due to be
placed on the demonstration plots and these will
be accompanied by intensive technical support to
ensure correct operation and maintenance Two
gravity schemes are planned to be rehabilitated
through the project and provide water to over 600
farmers irrigating approximately 450 acres
Complementary Interventions
Other water-related interventions promoted
through the programme include harvesting of
rainwater in 15 schools A total of 7500 students
will have improved access to drinking water
when water is scarce during the dry periods from
March to June and from September to November
The programme also involves participatory forest
management which TFCG have been practicing
since 1985 Tree nurseries were established in
primary schools with support from farmer groups
and it is expected that these trees (firewood and
timber varieties) will be distributed to at least
10000 farmers thus alleviating pressure on the
natural forest A total number of 1500000 trees
are expected to be planted during the three-year
programme
Bee-keeping activities have been practiced by
other communities supported by TFCG in the
Arc range mountains and have had very positive
results Selected community members have
received a total of 300 beehives It is estimated
that one beehive could provide 40 litres of honey
per year which can be sold at a weight value of
6000 Tanzania shillings (TSh) per kg which is
equal to approximately 3 Euro Therefore one
beehive provides an annual income of 240000
TSh (115 Euro) per year The expected total
income to be generated from 300 beehives would
be in the region of 72000000 TSh (33540 Euro)
per year
Participants planting tree saplings at a
Tanzania Forest Conservation Group
tree nursery in the West Usambara
Mountains Tanzania
Hausa and Jaacobo Lucas
irrigate the demonstration
plot that Bagamoyo Farm
Field School (FFS) cultivate
15 women and 15 men have
constructed soil terraces on
a le acre where they cultivate
ginger tomatoes cassava
maize cabbage and beans
Drip irrigation equipment
will soon be installed to
enhance the agriculture
production during the dry
season
SELECTED WORK - NON PROFIT
food prices brief
Brochure_WFDindd 1
12102011 111254
gortarsquos approach
In line with gortarsquos strategy and that of the
Irish Governmentrsquos Hunger Task Force we
recognise the important role smallholder
farmers play as part of the solution It is
essential that the current focus on price
volatility at both national and international
level leads to further investment in the
agriculture sector particularly focusing
on research and new and improved
technologies as well as in social security
in order to support the most vulnerable
gorta is working with local partners in
building their resilience to shocks by
creating safety nets as part of a coping
strategy
gorta is also bridging the gap between
agriculture research and smallholder farmers
We recognise the need to link research
with operations in the field and encourage
smallholder farmersrsquo access to training amp
information improved seed technology and
climate smart agriculture We adopt a model
of integrated community development which
promotes among others the safeguarding of
local biodiversity
gorta believes further
investment needs to be
made in strengthening
bull Research and innovation
bull Climate-smart agriculture
bull Improved seeds and farm management
techniques
bull Watershed management
bull Infrastructure marketing systems
extension and communication services
bull Market information and transparency
bull Protection of indigenous knowledge and
biodiversity
bull Food distribution systems food stocks
and reserves
bull Social safety nets
bull Small holder farmersrsquo active free and
meaningful participation in decision
making
Excessive fluctuations in commodity prices whether in situations
of price increases or price depressions create uncertainties for
farmers This affects decisions regarding agricultural investment
and as such has a long-term impact on world food security
The High Level Panel of Experts on Food Security and Nutrition of the
Committee on World Food Security July 2011
lsquolsquo
rsquorsquo
Brochure_WFDindd 6
12102011 111300
It is crucial to better understand our agricultural system and
it is imperative for research and development to start thinking
about new and sustainable approaches to improving the
quality safety and variety of food produced and consumed
around the world
Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International
Women selling grain at a marketplace
in Ghana
lsquolsquo
rsquorsquo
Brochure_WFDindd 7
12102011 111301
The issueldquoSmall import-dependent countries especially
in Africa were deeply affected by the food and
economic crises Some large countries were
able to insulate their markets from the crisis
through restrictive trade policies and protect
their consumers through safety nets However
trade insulation increased prices and volatility in
international marketsrdquo (FAO The State of Food
Insecurity in the World 2011)
The situation which brought about the 2011 food
price increase has some similarities to that which
led to the 20072008 global food crisis described
above during which FAO estimated that the
number of undernourished people increased
by 170 million in the period from 2007-2009
(FAO 2009) The situation was triggered by a
reduction in the levels of global grain stocks
higher oil prices increased financial investments
in agricultural commodities (WB and IMF 2011)
and an increase in international prices across
same According to the Committee on World
Food Security (CFS) High Level Panel of Experts
on Food Security and Nutrition (July 2011) since
2007 the volatility of food prices and the number
of countries effected by it has increased
The Food and Agriculture Organization of the
United Nations (FAO) publishes a monthly
Food Price Index which is viewed as a global
benchmark for food price trends and reports on
five food commodities cereals oilseeds sugar
dairy and meat According to it while global
food prices fell slightly in September 2011 due
largely to the global economic slowdown prices
across the five commodities remain high and are
still above those of 2010 (FAO 2011) The State
of Food Insecurity in the World 2011 an annual
global hunger report published jointly by FAO the
International Fund for Agricultural Development
(IFAD) and the World Food Programme (WFP)
predicts that high and volatile food prices will
persist with food importing countries especially
in Africa mostly at risk
Since the 20072008 price spike there has
been international recognition that investment
in agriculture at both micro and macro levels is
necessary to mitigate against further food price
volatility At the same time agriculture needs
to be viewed within a holistic multi-sectoral
framework Diversifying on-farm and off-farm
activities enables smallholder farmers to reduce
their risk and vulnerability to shocks Access to
market and commodity price information at the
right time remains critical for farmers in order for
them to plant accordingly
What are the factors involved
Among factors relating to food price volatility
are weather variability trade policies (including
export restrictions and bans) increasing oil
prices and the emergence of new financial
investors which are all likely to persist Each of
these highlights the urgent need to focus on
the drivers of food prices and to find long-term
sustainable solutions Other relevant elements
include the shift in the quality of demand for
foods that are more intensive in grains such as
meat and dairy the trade-off between grains
for food feed and biofuels population growth
ndash with figures set to rise to approximately 82
billion by 2030 (UN 2005) ndash and the reduction in
agriculture productivity All of these elements put
further pressure on an already under-invested
sector and on limited resources
Who is affected and how
Despite vast agricultural potential many African
countries are significant net food importers with
high food prices therefore having an immediate
impact on poor householdsrsquo purchasing
power and income share going to food With
approximately 60-80 percent of a householdrsquos
income spent on food any sudden and high
increase in food prices can result in severe
threats to food and nutrition security pushing
families deeper into poverty and hunger This
consequently impacts on their access to other
services such as health care and education
Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos
Farming Communities
Brochure_WFDindd 4
12102011 111259
A group of women hold up a bundle
of harvested ginger produce as part
of a Tanzanian Organic Agriculture
Movement initiative in Mnasi Tanzania
gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to
ginger production to breathe new life into previously struggling livelihoods Livelihoods in the
Korogwe District have dramatically improved since the intervention of gorta and TOAM with
the ginger crop last year outstripping the maize staple crop by four times Participants in the
programme can sell on their ginger harvests and with the proceeds are then able to invest in
other areas
TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining
a higher price and then informing them of the international market opportunities available for
the organic products TOAM also educates and trains the farmers to improve the quality of the
crop and gain certification so their produce will receive a fairer price
The gortaTOAM partnership provides expertise and training in ginger production helping
people in the local communities to become self-sufficient This in turn allows them to escape
poverty educate their children diversify their income into different farming areas and look
towards building a better life for themselves
Case Study Tanzanian Organic Agriculture Movement
Brochure_WFDindd 5
12102011 111259
Goretti Nakana sorts through her
crop of Irish potatoes Goretti is a
participant in the gortaEMESCO
programme in the Kibaale District
in Uganda which is currently being
implemented across 60 communities
and incorporates agriculture health
and water security
Brochure_WFDindd 2
12102011 111256
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo
capacity and capability to move towards the achievement of
prosperity ndash in this sense entrepreneurial development is key
Brochure_WFDindd 3
12102011 111259
SELECTED WORK - NON PROFIT
Annual Report 2010
Untitled-1 1
12082011 104455
About gorta 4
Foreward from the Chairman 6
CEos Message 8
Patron and Board Members 10
our Vision Mission and Values 12
Our Work ndash At Home 16
Hunger Secretariat and World
Food Day 18
Donor Engagement and
Communications 19
Fundraising 20
Networks 22
Stop Climate Chaos 24
International Alliance Against Hunger 25
Our Work ndash Overseas 26
Health 28
Education 30
Livelihoods 32
Water 34
Food 36
Accounts 38
Annual Financial statements 2010 40
cOntents
Photo caption to be placed
here Photo caption to be
placed here
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19
Our countries
Rosie Sambo Zagwa Million Dorothy Msonkho past
students of Bunda College of Agriculture Malawi
Rebecca Amukhoye of gorta speaks to particpants at the
Watershed Management Workshop in Mukono Uganda
Paticipants at the Watershed Management workshop in
Mukono Uganda
Pamela Nasimnu and William Keyah at the gorta funded
Baraka College Kenya
Uganda
bull Population 338
million
bull Life expectancy at
birth 541 years
Uganda has one of the highest
population growth rates in the world
with 26 living in chronic poverty As
one of Gortarsquos programme countries
since 1965 Uganda was designated as
a Gorta country of focus in 20078 The
elimination of poverty and hunger and the
creation of prosperous futures for the poorest
communities are part of Gortarsquos vision As
with each of our countries of focus Gorta
recognises that it is essential to work with
local district government officers and in line
with the National Development in order to
align their development efforts and to create
sustainable programmes that are owned by
the local communities Gortarsquos main focus in
Uganda has been on food security with an aim
to increase access to markets for smallholder
farmers while also working with local
partners on improving water and sanitation
and increasing awareness and access to
treatments of people living with HIVAids
Zambia
bullPopulation 132
million
bullLife expectancy at
birth 473 years
Decades of
economic decline
and neglect of
infrastructure
and services have
impacted heavily on
Zambiarsquos population of 115
million with 45 of the population ndash
52 million individuals ndash undernourished (FAo
2010) Gortarsquos involvement in Zambia has
been to five target areas where it is currently
working with local organisations on training
for beekeeping watershed management area
rehabilitation income generation and with
differently-abled groups
Kenya
bull Population 409 million
bull Life expectancy at birth 556 years
Kenyarsquos population is largely rural based
and rely on smallholder agriculture for their
livelihoods Unpredictable rainfall due to
climate change is having a significantly
negative effect on the food security status of
the country ndash droughts are on the rise placing
millions of Kenyans at risk of malnutrition
and starvation Gorta recognises the need
for training for smallholder farmers to adapt
their farming methods to a changing climate
Having been working in the country since the
mid-seventies and Kenya was designated as
a country of Gortarsquos focus in 20078 Gortarsquos
involvement was initially through small faith-
based organisations but recently we have
engaged with more strategic local partners
with the potential to scale-up and scale-out
Gortarsquos main area of work in Kenya is centred
on agricultural training and food security
through improved methods of agriculture
production
Malawi
bull Population 157 million
bull Life expectancy at birth 546 years
The Republic of Malawi is currently ranked
153 out of 169 on the Human Development
Index (2010) The majority of its population
of 123 million live below the poverty line
and about 83 of the people live in rural
areas with low access to basic health and
education services Agricultural production
is the mainstay of Malawirsquos economy
but landholdings are small leading to
encroachment on marginal lands and
increased erosion These conditions
combined with the high incidence of HIV
AIDS make the poor highly vulnerable
to effects of natural disasters and food
insecurity Gorta first began working in
Malawi in 2005 our focus of work is on water
and food security borehole rehabilitation
sanitation and hygiene irrigation schemes
exchange visits short training courses and the
promotion of self help groups
tanzania
bull Population 45 million
bull Life expectancy at birth 569 years
Climate change is already having an impact
on Tanzania and is likely to further affect
the country with increased temperatures
and lower rainfall which affects agriculture
forests water and coastal resources and
human health Tanzania became a country of
focus for Gorta in 2007 together with Kenya
Uganda Malawi and Zambia Since then
most of our programmes are concentrated
in the Northern regions of the country from
Lake Victoria to the Coast and include Mara
Arusha Manyara Kilimanjaro and Tanga
regions Gortarsquos programmes in Tanzania
focus specifically on maintaining and
improving forest conservation water security
projects and improving livelihoods through
income-generating schemes
ZAMBIA
UGANDA
Population and life expectancy statistics taken from the Human Development Report 2010
United Nations Development Programmes (UNDP)
KENYA
MALAWI
TANZANIA
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51
Financial Highlights 1 Where our money comes from
Donations and Fundraising
Income 5192
Trading Activities Income 936
Investment Income 596
Revenue based grants 178
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
2 How your money gets spent
Programmes Costs Including
Advocacy 7207
Costs of Generating Trading
Income 850
Governance Costs and
Currency Loss 42
Costs of Generating
Voluntary Income 1057
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
3 Breakdown of Fundraising
Income
Committed giving 4645
Legacies 159
Committee income 106
General donations 282
Gift in Kind 10
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
4 split of Grant Income by Donor
Irish Aid 150
Department of Agriculture
Fisheries and Food 19
Enterprise Ireland 975
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
5 split of Programmes spend
by country
Uganda 2276
Malawi 2053
Zambia 1109
Tanzania 710
Kenya 285
India 89
Haiti 52
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
6 split of Programmes spend by
thematic Area
Food Security 2407
Livelihoods 1927
Water and Sanitation 1247
Health 349
Education 295
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011
CASE STUDYTHE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience
The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope
The Hotel
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
Website
SELECTED WORKTopaz
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd
Testimonial
CASE STUDYWATERFORD AIRPORT
CASE STUDY - WATERFORD AIRPORT
Website
CASE STUDY - WATERFORD AIRPORT
Web Banners
CASE STUDY - WATERFORD AIRPORT
Facebook Marketing
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
SELECTED WORKTHE K CLUB
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
CASE STUDYTHE TALL SHIPS RACES WATERFORD 2011
The Big Idea ndash A Quayside OdysseyThe high seas have always offered the promise of adventure and an opportunity to experience people places and ideas beyond the realms of our own every day existence Any voyage aboard a tall ship now as then gives us the chance to set off on an epic voyage of self discovery and adventure
But what happens on the quayside As a very special gathering of the fleet the Tall Ships Races still offer us a unique chance to experience something completely different ndash even though
we may never set sail We get to explore new things see rare and beautiful sights tall ships at close quarters meet new people and learn a little about the worldMusic crafts food fireworks people dancing FUN FUN FUN and the ships themselves all pay their part in making our journey through the Tall Ships Race very very special indeed It becomes our very own QUAYSIDE ODYSSEY ndash from Rice Bridge to Reginaldrsquos Tower
Tall Ships Races Waterford 2011 ndash Irelandrsquos Biggest Quayside Party
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Reflecting the energy vibrancy and diversity that the Tall Ships Race brings with it this brand identity creates high impact in its colourful representation of this very special event in Waterfordrsquos 2011 calendar Using a strong festive colour palette to create a fun family friendly feel it
celebrates the coming together of cultures crews and communities 3 distinctive intersecting sail shapes unify to create a singular dynamic Tall Ship iconA strong solid slab-serif font is used to compliment the fluid sail shapes and to clearly identify the location Bluersquos are used in the
text to create some county pride A sense of the fun excitement and energy of this unique festival is encapsulated within this identity which was integrated into all marketing collateral making a striking and memorable brand
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Brand Identity
TOTEM applied the brand identity to a variety of marketing materials from the 106 page A5 Official Programme to the multifunctional Corporate Folder and 5 Sales Inserts which were pitched at securing different levels of sponsorshipA variety of other items were also designed such as postcards menus buntings door stickers and banners
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Marketing Literature
The Tall ShipS RaceS2011 WaTeRfoRd
Official SOuvenir BrOchure
30 june ndash 3 july WATERFORD CiTy iRElAnDSail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE
E50
0
feSt
ival P
rice
OnlY
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
A 48 sheet poster on a mobile ad-van was used in Hartlepool UK the closing destination for the 2010 race to advertise that Waterford would be the start of the Tall Ships Race for 2011In the run up to the race national 48 and 96 sheet posters were used to promote the eventIrelandrsquos largest poster ndash 120 feet wide ndash hangs on Waterfordrsquos North Quays which was used to promote the race to the local people in the 12 months leading to the event It is now used to commemorate the wonderful occasion that was Irelandrsquos Biggest Ever Quayside Party
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Outdoor Advertising
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
30 june ndash 3 july 2011 W A T E R F O R D c i T yw w wWate r fordTa l l Sh ip s R a c e ie
ThE TAll ShipS RAcESP r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
If you love to party then Waterford is the place to be this summer Wersquoll be celebrating the start of an epic sea voyage with fRee live music on the quayside of Irelandrsquos oldest cityWith four days of great entertainment street parties and exciting food stalls therersquos no better excuse for a daytrip So shake a leg Tell your friends and family and get on boardSail Training
International
Presented by Szczecin
THE T
ALL SHIPS RACESfood amp cRafT vIllageS
STReeT TheaTRe
lIve muSIc
gReaT value ShoppIng Waterford Institute of Technology
shake alegat I R e l a N D rsquo s B Ig ge st e V e R qUaYsIDe PaRtY
The primary format for the press ads was a 3 column wide advert that was the full height of the publication [next page] This distinctive shape helped the ad to stand out while also subtly reinforcing the lsquoTallrsquo aspect of the eventThese ads were then amended for a variety of shapes ndash Irish Times front and back page Solus [above] and a reverse L shaped advert [above] for GO the Travel Supplement from the same paper
Press Advertising
All AboArdFOR IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
In July 2011 the worldrsquos most beautiful ships will set sail from
the city of Waterford to embark on an epic sailing race Join us as
we celebrate four days amp nights of fantastic entertainment fun food
and fireworks Tell your friends and family to come home and experience the magic Get on
board and support the festival
Call to the Race Office at 41 The Quay Waterford
or visit
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
WaterfordTallShipsRaceie
shake alegAT IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
If you love to party then Waterford will be the place to be during the
summer of 2011 Wersquoll be celebrating the start of an epic sea voyage with
live music and free concerts right on the quayside Join us for four days
of great entertainment theatre and street parties So shake a leg
Tell your friends and family and get on board
Call to the Race Office at 41 The Quay Waterford
or visit WaterfordTallShipsRaceie
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
WaterfordTallShipsRaceie
shiver metimbers
In June 2011 a spectacular carnival will light up the quayside as the worldrsquos most beautiful ships set
sail on an epic sailing voyage from Waterford city Four days of parades
pageantry and performers will colour the streets as we celebrate
this unique festival and atmosphere on Waterfordrsquos quayside
Tell your friends and family and get on board
Call to the Race Office at 41 The Quay Waterford
or visit
ITrsquoS IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
TOTEM conceived and directed a 30 second TV advert that was aired on the RTE channels for the month of June in the run up to the event We worked in partnership with Nemeton TV who did the production work on the advertSome of the final story board is above and the actual 30 second ad is an mpeg file that accompanies this pdf
TV Advertising
Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency
Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd
Testimonial
SELECTED WORKDOWN SYNDROME IRELAND
SELECTED WORK - NON PROFIT
One of them will have a happy childhood find love and get a well paid job
The other one will too
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 5 15032012 0914
SELECTED WORK - NON PROFIT
Hello My name is JamesAny chance of a cuddle
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 1 15032012 0913
Shersquos my sister
And hersquos my brother
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 6 15032012 0914
wwwdownsyndromeie
Therersquos no place
The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family
Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families
(Sue Buckley amp Ben Sacks 2001)
like home
ldquo
ldquo
DSI Landscape [Snap Frame]indd 7 15032012 0914
wwwdownsyndromeie
Hersquos helpful smart loves a laugh and enjoys life to the full
Just like his son
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 8 15032012 0914
SELECTED WORK - NON PROFIT
2 3
Congratulations
on the Birth of your BaBy
The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness
Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other
There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault
All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development
taBle of Contents
Congratulations 3
feelings and emotions 4
telling Brothers and sisters 6
Down syndrome 7
Question time 9
a Bright future ahead 10
stimulation and Bonding 12
What to ask your Doctor 14
entitlements 18
Down syndrome ireland 20
recommended reading 22
6 7
telling Brothers anD sisters
Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need
Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings
Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things
They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born
They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease
Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated
At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo
DoWn synDrome
Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome
What is a syndrome
A syndrome is a collection of several symptoms and signs that usually occur together
What is a chromosome
Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total
22 23
reCommenDeD reaDing
Down syndromean introduction for parents amp Carers
Cliff Cunningham
a minor adjustment
Andy Merriman
early Communication skills for Children Down syndrome
Libby Kumin
Babies with Down syndrome
Karen Stray-Gendersen
Building healthy minds
Stanley Greenspan MD
it takes two to talk
Jan Pepper amp Elaine Weitzman
This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]
May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members
May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide
aCknoWleDgements
graacuteinne murphy National Resource Team Down Syndrome Ireland
Dr Joan murphy (phd) Health Specialist
annette orsquo neill Down Syndrome Ireland
pat Clarke Chief Executive Down Syndrome Ireland
Clare leonard President Down Syndrome Ireland
Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland
4 5
Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before
feelings anD emotions
People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child
Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers
Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome
Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help
Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops
DaD
At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead
ldquo ldquo
mum
We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too
sister
When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time
aDult With DoWn synDrome
The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person
ldquo
ldquo
ldquo
ldquo
ldquo
ldquo
A publication by Down Syndrome Ireland copy 2011
Parent InformationBooklet
SELECTED WORK - NON PROFIT
SELECTED WORKGORTA
SELECTED WORK - NON PROFIT
Community Oriented Watershed Management
gortarsquos approach
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo capacity
and capability to move towards the achievement of prosperity
Children from the Wayaworr village sit
on the slopes of the Wayaworr water
storage dam In 2008 the existing
excavation was rehabilitated as a
water storage facility through the
ADWAC- gorta partnership The lake
is a deliberate catchment of rainwater
and is used for water for livestock
irrigation for tree planting in the
catchment area and the recharging
of groundwater which benefits wells in
the surrounding villages
Capacity Building and Technical Support
A grader provided by gorta successfully carried out the earthworks for the contour bunds Training
in the operation and maintenance of the heavy machinery was provided to ensure that this activity
will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the
collaboration of an agriculture engineer from Senegal who has provided on-going support and makes
periodic visits These activities are similar to the interventions carried out in Senegal by international
donors including USAID and the World Bank There the construction of two water storage dams with a
capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers
and reduced damage to crops due to improved cattle tracks from the dams to other water resources
In my district 80 of conflicts I address are related to cases between
farmers and cattle owners regarding grazing and drinking points Thanks
to the re-demarcation of the cattle tracks since 2010 I have never
arbitrated any case of such related conflicts
Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda
The programme involved training community members in Chamen village in the manual
construction of gabion boxes required for the reinforcement of the check dams Consequently
the limited availability of these boxes in the country and their high cost are no longer
constraints to the earthwork required for the soil conservation interventions Other livelihood
aspects of the integrated watershed management programme include water harvesting
through the construction of half moons establishment wood lots micro credit schemes in
10 villages rearing of small ruminants such as sheep and poultry and income generation
activities through food processing and marketing and processing of ground nuts and millet by
village cooperatives
We the women of Njonen are no more burdened with the use of mortar
and pestle While we save labour to do other economic activities we also
generate an income from the use of the milling machine
Mallah Jallow President of Njonen Women group
lsquolsquorsquorsquo
The 14 million litres water storage dam near Wayaworr
village in Njaba Kunda The Gambia provides water to
approximately 1200 cattle during the four months of the dry
season Since the construction of the dam there has been
a reduction in the number of conflicts over access to water
sources between farmers and herdsmen
One of the spillways in the 45km retention dyke is used to
control the salt intrusion near Marong Kunda village in Njaba
Kunda the Gambia The rehabilitation of 200 hectares has
supported the production of an extra 100000kg of rice
grown by 300 women
Mallah Jallow President of the
Njonen Women group in Njonen
village the Gambia
lsquolsquorsquorsquo
Programme Development
The implementation of the water resource
management programme with TFCG began
in June 2010 with massive sensitization
to raise awareness on water management
issues for over 30000 people Similar to other
awareness-raising programmes implemented
by TFCG training and sensitization meetings
were attended by a wide range of participants
These included representatives from the local
authorities district officials traditional leaders
and other stakeholders such as NGOs and local
networks Village Natural Resource Committees
(VNRC) farmers women and youth groups and
individuals Posters and t-shirts were distributed
and during a field visit to the project site by
a gorta representative in February 2012 the
participantsrsquo awareness of water management
issues and potential solutions was clearly
evident
Integrated catchment management plans were
developed for the upper Mkolo and Kwebululu
rivers involving all 21 villages Water committee
members were trained in the management of
water resources in order to enable them to
construct and manage the protection of the
springs that deliver water to 16 villages and
will provide safe and clean drinking water
to approximately 10000 people Protection
of the water sources included a wide range
of interventions from small water sources
providing water to 50-100 households to larger
water sources that include gravity delivery and
distribution systems to ensure that community
members have easy access to clean water
within reach The VNRC established in the
catchment area in 1997 received further training
in participatory management of the upper
catchment in order to ensure the quality of the
water and the vegetation that protects these
water sources As the patrolling of the forest
has been carried out by the participatory forest
conservation committees for the past 20 years
the additional water resource protection is a
natural step for these committees Reforestation
efforts have also taken place around the water
sources so as to promote their conservation
A gorta Case Study Tanzania
Eva Lolenzo and Lilian Williams from
Bagamoyo village
in Korogwe district
Tanzania climb up-hill
carrying water from a
spring that supplies
water to 80 households
out of 3400 people
living in the village
The Water Users
Committee received
training on sustainable
management of the
spring
The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since
2008 in Participatory Forest Management (PFM) and other livelihood interventions
such as improved agricultural practices Since 2010 water resource management
has been implemented in Lushoto and Korogwe districts of the Western Usambara
Mountain in Tanzaniarsquos Northeastern region TFCG have been working with
communities in 21 villages in the project area for the last 15 years where they have
been promoting sustainable livelihoods strategies through participatory forest
management improved sustainable agriculture practices rearing of small ruminants
and bee-keeping and aquaculture as income generation activities In 2009 a
participatory situation analysis was carried out by TFCG in Lushoto and Korogwe
districts where results revealed that only 46 of the people in Lushoto and 51 in
Korogwe had access to clean water This was affecting women in particular who had
to travel long distances in mountainous terrain to fetch water
Promoting Conservation
Agricultural Practices
Farmer field schools (FFS) provided training
to 630 farmers (246 women and 384 men) on
improved agriculture techniques that included
irrigation on a small scale Each of the FFS
were trained in improved agriculture techniques
based on conservation agriculture practices
The demonstration plots were developed on
the hillsides in areas where the slope reaches
100 Earth terraces were also constructed
where irrigation basins were formed to cultivate
a diversity of crops such as tomatoes beans
maize ginger cabbages green peppers and
potatoes and the ground was treated with
organic manure Irrigation is currently being
provided by gravity-fed irrigation canals and a
mobile improvised sprinkler Ten drip irrigation
systems of 500 square metres are due to be
placed on the demonstration plots and these will
be accompanied by intensive technical support to
ensure correct operation and maintenance Two
gravity schemes are planned to be rehabilitated
through the project and provide water to over 600
farmers irrigating approximately 450 acres
Complementary Interventions
Other water-related interventions promoted
through the programme include harvesting of
rainwater in 15 schools A total of 7500 students
will have improved access to drinking water
when water is scarce during the dry periods from
March to June and from September to November
The programme also involves participatory forest
management which TFCG have been practicing
since 1985 Tree nurseries were established in
primary schools with support from farmer groups
and it is expected that these trees (firewood and
timber varieties) will be distributed to at least
10000 farmers thus alleviating pressure on the
natural forest A total number of 1500000 trees
are expected to be planted during the three-year
programme
Bee-keeping activities have been practiced by
other communities supported by TFCG in the
Arc range mountains and have had very positive
results Selected community members have
received a total of 300 beehives It is estimated
that one beehive could provide 40 litres of honey
per year which can be sold at a weight value of
6000 Tanzania shillings (TSh) per kg which is
equal to approximately 3 Euro Therefore one
beehive provides an annual income of 240000
TSh (115 Euro) per year The expected total
income to be generated from 300 beehives would
be in the region of 72000000 TSh (33540 Euro)
per year
Participants planting tree saplings at a
Tanzania Forest Conservation Group
tree nursery in the West Usambara
Mountains Tanzania
Hausa and Jaacobo Lucas
irrigate the demonstration
plot that Bagamoyo Farm
Field School (FFS) cultivate
15 women and 15 men have
constructed soil terraces on
a le acre where they cultivate
ginger tomatoes cassava
maize cabbage and beans
Drip irrigation equipment
will soon be installed to
enhance the agriculture
production during the dry
season
SELECTED WORK - NON PROFIT
food prices brief
Brochure_WFDindd 1
12102011 111254
gortarsquos approach
In line with gortarsquos strategy and that of the
Irish Governmentrsquos Hunger Task Force we
recognise the important role smallholder
farmers play as part of the solution It is
essential that the current focus on price
volatility at both national and international
level leads to further investment in the
agriculture sector particularly focusing
on research and new and improved
technologies as well as in social security
in order to support the most vulnerable
gorta is working with local partners in
building their resilience to shocks by
creating safety nets as part of a coping
strategy
gorta is also bridging the gap between
agriculture research and smallholder farmers
We recognise the need to link research
with operations in the field and encourage
smallholder farmersrsquo access to training amp
information improved seed technology and
climate smart agriculture We adopt a model
of integrated community development which
promotes among others the safeguarding of
local biodiversity
gorta believes further
investment needs to be
made in strengthening
bull Research and innovation
bull Climate-smart agriculture
bull Improved seeds and farm management
techniques
bull Watershed management
bull Infrastructure marketing systems
extension and communication services
bull Market information and transparency
bull Protection of indigenous knowledge and
biodiversity
bull Food distribution systems food stocks
and reserves
bull Social safety nets
bull Small holder farmersrsquo active free and
meaningful participation in decision
making
Excessive fluctuations in commodity prices whether in situations
of price increases or price depressions create uncertainties for
farmers This affects decisions regarding agricultural investment
and as such has a long-term impact on world food security
The High Level Panel of Experts on Food Security and Nutrition of the
Committee on World Food Security July 2011
lsquolsquo
rsquorsquo
Brochure_WFDindd 6
12102011 111300
It is crucial to better understand our agricultural system and
it is imperative for research and development to start thinking
about new and sustainable approaches to improving the
quality safety and variety of food produced and consumed
around the world
Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International
Women selling grain at a marketplace
in Ghana
lsquolsquo
rsquorsquo
Brochure_WFDindd 7
12102011 111301
The issueldquoSmall import-dependent countries especially
in Africa were deeply affected by the food and
economic crises Some large countries were
able to insulate their markets from the crisis
through restrictive trade policies and protect
their consumers through safety nets However
trade insulation increased prices and volatility in
international marketsrdquo (FAO The State of Food
Insecurity in the World 2011)
The situation which brought about the 2011 food
price increase has some similarities to that which
led to the 20072008 global food crisis described
above during which FAO estimated that the
number of undernourished people increased
by 170 million in the period from 2007-2009
(FAO 2009) The situation was triggered by a
reduction in the levels of global grain stocks
higher oil prices increased financial investments
in agricultural commodities (WB and IMF 2011)
and an increase in international prices across
same According to the Committee on World
Food Security (CFS) High Level Panel of Experts
on Food Security and Nutrition (July 2011) since
2007 the volatility of food prices and the number
of countries effected by it has increased
The Food and Agriculture Organization of the
United Nations (FAO) publishes a monthly
Food Price Index which is viewed as a global
benchmark for food price trends and reports on
five food commodities cereals oilseeds sugar
dairy and meat According to it while global
food prices fell slightly in September 2011 due
largely to the global economic slowdown prices
across the five commodities remain high and are
still above those of 2010 (FAO 2011) The State
of Food Insecurity in the World 2011 an annual
global hunger report published jointly by FAO the
International Fund for Agricultural Development
(IFAD) and the World Food Programme (WFP)
predicts that high and volatile food prices will
persist with food importing countries especially
in Africa mostly at risk
Since the 20072008 price spike there has
been international recognition that investment
in agriculture at both micro and macro levels is
necessary to mitigate against further food price
volatility At the same time agriculture needs
to be viewed within a holistic multi-sectoral
framework Diversifying on-farm and off-farm
activities enables smallholder farmers to reduce
their risk and vulnerability to shocks Access to
market and commodity price information at the
right time remains critical for farmers in order for
them to plant accordingly
What are the factors involved
Among factors relating to food price volatility
are weather variability trade policies (including
export restrictions and bans) increasing oil
prices and the emergence of new financial
investors which are all likely to persist Each of
these highlights the urgent need to focus on
the drivers of food prices and to find long-term
sustainable solutions Other relevant elements
include the shift in the quality of demand for
foods that are more intensive in grains such as
meat and dairy the trade-off between grains
for food feed and biofuels population growth
ndash with figures set to rise to approximately 82
billion by 2030 (UN 2005) ndash and the reduction in
agriculture productivity All of these elements put
further pressure on an already under-invested
sector and on limited resources
Who is affected and how
Despite vast agricultural potential many African
countries are significant net food importers with
high food prices therefore having an immediate
impact on poor householdsrsquo purchasing
power and income share going to food With
approximately 60-80 percent of a householdrsquos
income spent on food any sudden and high
increase in food prices can result in severe
threats to food and nutrition security pushing
families deeper into poverty and hunger This
consequently impacts on their access to other
services such as health care and education
Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos
Farming Communities
Brochure_WFDindd 4
12102011 111259
A group of women hold up a bundle
of harvested ginger produce as part
of a Tanzanian Organic Agriculture
Movement initiative in Mnasi Tanzania
gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to
ginger production to breathe new life into previously struggling livelihoods Livelihoods in the
Korogwe District have dramatically improved since the intervention of gorta and TOAM with
the ginger crop last year outstripping the maize staple crop by four times Participants in the
programme can sell on their ginger harvests and with the proceeds are then able to invest in
other areas
TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining
a higher price and then informing them of the international market opportunities available for
the organic products TOAM also educates and trains the farmers to improve the quality of the
crop and gain certification so their produce will receive a fairer price
The gortaTOAM partnership provides expertise and training in ginger production helping
people in the local communities to become self-sufficient This in turn allows them to escape
poverty educate their children diversify their income into different farming areas and look
towards building a better life for themselves
Case Study Tanzanian Organic Agriculture Movement
Brochure_WFDindd 5
12102011 111259
Goretti Nakana sorts through her
crop of Irish potatoes Goretti is a
participant in the gortaEMESCO
programme in the Kibaale District
in Uganda which is currently being
implemented across 60 communities
and incorporates agriculture health
and water security
Brochure_WFDindd 2
12102011 111256
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo
capacity and capability to move towards the achievement of
prosperity ndash in this sense entrepreneurial development is key
Brochure_WFDindd 3
12102011 111259
SELECTED WORK - NON PROFIT
Annual Report 2010
Untitled-1 1
12082011 104455
About gorta 4
Foreward from the Chairman 6
CEos Message 8
Patron and Board Members 10
our Vision Mission and Values 12
Our Work ndash At Home 16
Hunger Secretariat and World
Food Day 18
Donor Engagement and
Communications 19
Fundraising 20
Networks 22
Stop Climate Chaos 24
International Alliance Against Hunger 25
Our Work ndash Overseas 26
Health 28
Education 30
Livelihoods 32
Water 34
Food 36
Accounts 38
Annual Financial statements 2010 40
cOntents
Photo caption to be placed
here Photo caption to be
placed here
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19
Our countries
Rosie Sambo Zagwa Million Dorothy Msonkho past
students of Bunda College of Agriculture Malawi
Rebecca Amukhoye of gorta speaks to particpants at the
Watershed Management Workshop in Mukono Uganda
Paticipants at the Watershed Management workshop in
Mukono Uganda
Pamela Nasimnu and William Keyah at the gorta funded
Baraka College Kenya
Uganda
bull Population 338
million
bull Life expectancy at
birth 541 years
Uganda has one of the highest
population growth rates in the world
with 26 living in chronic poverty As
one of Gortarsquos programme countries
since 1965 Uganda was designated as
a Gorta country of focus in 20078 The
elimination of poverty and hunger and the
creation of prosperous futures for the poorest
communities are part of Gortarsquos vision As
with each of our countries of focus Gorta
recognises that it is essential to work with
local district government officers and in line
with the National Development in order to
align their development efforts and to create
sustainable programmes that are owned by
the local communities Gortarsquos main focus in
Uganda has been on food security with an aim
to increase access to markets for smallholder
farmers while also working with local
partners on improving water and sanitation
and increasing awareness and access to
treatments of people living with HIVAids
Zambia
bullPopulation 132
million
bullLife expectancy at
birth 473 years
Decades of
economic decline
and neglect of
infrastructure
and services have
impacted heavily on
Zambiarsquos population of 115
million with 45 of the population ndash
52 million individuals ndash undernourished (FAo
2010) Gortarsquos involvement in Zambia has
been to five target areas where it is currently
working with local organisations on training
for beekeeping watershed management area
rehabilitation income generation and with
differently-abled groups
Kenya
bull Population 409 million
bull Life expectancy at birth 556 years
Kenyarsquos population is largely rural based
and rely on smallholder agriculture for their
livelihoods Unpredictable rainfall due to
climate change is having a significantly
negative effect on the food security status of
the country ndash droughts are on the rise placing
millions of Kenyans at risk of malnutrition
and starvation Gorta recognises the need
for training for smallholder farmers to adapt
their farming methods to a changing climate
Having been working in the country since the
mid-seventies and Kenya was designated as
a country of Gortarsquos focus in 20078 Gortarsquos
involvement was initially through small faith-
based organisations but recently we have
engaged with more strategic local partners
with the potential to scale-up and scale-out
Gortarsquos main area of work in Kenya is centred
on agricultural training and food security
through improved methods of agriculture
production
Malawi
bull Population 157 million
bull Life expectancy at birth 546 years
The Republic of Malawi is currently ranked
153 out of 169 on the Human Development
Index (2010) The majority of its population
of 123 million live below the poverty line
and about 83 of the people live in rural
areas with low access to basic health and
education services Agricultural production
is the mainstay of Malawirsquos economy
but landholdings are small leading to
encroachment on marginal lands and
increased erosion These conditions
combined with the high incidence of HIV
AIDS make the poor highly vulnerable
to effects of natural disasters and food
insecurity Gorta first began working in
Malawi in 2005 our focus of work is on water
and food security borehole rehabilitation
sanitation and hygiene irrigation schemes
exchange visits short training courses and the
promotion of self help groups
tanzania
bull Population 45 million
bull Life expectancy at birth 569 years
Climate change is already having an impact
on Tanzania and is likely to further affect
the country with increased temperatures
and lower rainfall which affects agriculture
forests water and coastal resources and
human health Tanzania became a country of
focus for Gorta in 2007 together with Kenya
Uganda Malawi and Zambia Since then
most of our programmes are concentrated
in the Northern regions of the country from
Lake Victoria to the Coast and include Mara
Arusha Manyara Kilimanjaro and Tanga
regions Gortarsquos programmes in Tanzania
focus specifically on maintaining and
improving forest conservation water security
projects and improving livelihoods through
income-generating schemes
ZAMBIA
UGANDA
Population and life expectancy statistics taken from the Human Development Report 2010
United Nations Development Programmes (UNDP)
KENYA
MALAWI
TANZANIA
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51
Financial Highlights 1 Where our money comes from
Donations and Fundraising
Income 5192
Trading Activities Income 936
Investment Income 596
Revenue based grants 178
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
2 How your money gets spent
Programmes Costs Including
Advocacy 7207
Costs of Generating Trading
Income 850
Governance Costs and
Currency Loss 42
Costs of Generating
Voluntary Income 1057
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
3 Breakdown of Fundraising
Income
Committed giving 4645
Legacies 159
Committee income 106
General donations 282
Gift in Kind 10
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
4 split of Grant Income by Donor
Irish Aid 150
Department of Agriculture
Fisheries and Food 19
Enterprise Ireland 975
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
5 split of Programmes spend
by country
Uganda 2276
Malawi 2053
Zambia 1109
Tanzania 710
Kenya 285
India 89
Haiti 52
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
6 split of Programmes spend by
thematic Area
Food Security 2407
Livelihoods 1927
Water and Sanitation 1247
Health 349
Education 295
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011
CASE STUDYTHE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience
The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope
The Hotel
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
Website
SELECTED WORKTopaz
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd
Testimonial
CASE STUDYWATERFORD AIRPORT
CASE STUDY - WATERFORD AIRPORT
Website
CASE STUDY - WATERFORD AIRPORT
Web Banners
CASE STUDY - WATERFORD AIRPORT
Facebook Marketing
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
CASE STUDYTHE TALL SHIPS RACES WATERFORD 2011
The Big Idea ndash A Quayside OdysseyThe high seas have always offered the promise of adventure and an opportunity to experience people places and ideas beyond the realms of our own every day existence Any voyage aboard a tall ship now as then gives us the chance to set off on an epic voyage of self discovery and adventure
But what happens on the quayside As a very special gathering of the fleet the Tall Ships Races still offer us a unique chance to experience something completely different ndash even though
we may never set sail We get to explore new things see rare and beautiful sights tall ships at close quarters meet new people and learn a little about the worldMusic crafts food fireworks people dancing FUN FUN FUN and the ships themselves all pay their part in making our journey through the Tall Ships Race very very special indeed It becomes our very own QUAYSIDE ODYSSEY ndash from Rice Bridge to Reginaldrsquos Tower
Tall Ships Races Waterford 2011 ndash Irelandrsquos Biggest Quayside Party
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Reflecting the energy vibrancy and diversity that the Tall Ships Race brings with it this brand identity creates high impact in its colourful representation of this very special event in Waterfordrsquos 2011 calendar Using a strong festive colour palette to create a fun family friendly feel it
celebrates the coming together of cultures crews and communities 3 distinctive intersecting sail shapes unify to create a singular dynamic Tall Ship iconA strong solid slab-serif font is used to compliment the fluid sail shapes and to clearly identify the location Bluersquos are used in the
text to create some county pride A sense of the fun excitement and energy of this unique festival is encapsulated within this identity which was integrated into all marketing collateral making a striking and memorable brand
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Brand Identity
TOTEM applied the brand identity to a variety of marketing materials from the 106 page A5 Official Programme to the multifunctional Corporate Folder and 5 Sales Inserts which were pitched at securing different levels of sponsorshipA variety of other items were also designed such as postcards menus buntings door stickers and banners
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Marketing Literature
The Tall ShipS RaceS2011 WaTeRfoRd
Official SOuvenir BrOchure
30 june ndash 3 july WATERFORD CiTy iRElAnDSail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE
E50
0
feSt
ival P
rice
OnlY
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
A 48 sheet poster on a mobile ad-van was used in Hartlepool UK the closing destination for the 2010 race to advertise that Waterford would be the start of the Tall Ships Race for 2011In the run up to the race national 48 and 96 sheet posters were used to promote the eventIrelandrsquos largest poster ndash 120 feet wide ndash hangs on Waterfordrsquos North Quays which was used to promote the race to the local people in the 12 months leading to the event It is now used to commemorate the wonderful occasion that was Irelandrsquos Biggest Ever Quayside Party
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Outdoor Advertising
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
30 june ndash 3 july 2011 W A T E R F O R D c i T yw w wWate r fordTa l l Sh ip s R a c e ie
ThE TAll ShipS RAcESP r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
If you love to party then Waterford is the place to be this summer Wersquoll be celebrating the start of an epic sea voyage with fRee live music on the quayside of Irelandrsquos oldest cityWith four days of great entertainment street parties and exciting food stalls therersquos no better excuse for a daytrip So shake a leg Tell your friends and family and get on boardSail Training
International
Presented by Szczecin
THE T
ALL SHIPS RACESfood amp cRafT vIllageS
STReeT TheaTRe
lIve muSIc
gReaT value ShoppIng Waterford Institute of Technology
shake alegat I R e l a N D rsquo s B Ig ge st e V e R qUaYsIDe PaRtY
The primary format for the press ads was a 3 column wide advert that was the full height of the publication [next page] This distinctive shape helped the ad to stand out while also subtly reinforcing the lsquoTallrsquo aspect of the eventThese ads were then amended for a variety of shapes ndash Irish Times front and back page Solus [above] and a reverse L shaped advert [above] for GO the Travel Supplement from the same paper
Press Advertising
All AboArdFOR IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
In July 2011 the worldrsquos most beautiful ships will set sail from
the city of Waterford to embark on an epic sailing race Join us as
we celebrate four days amp nights of fantastic entertainment fun food
and fireworks Tell your friends and family to come home and experience the magic Get on
board and support the festival
Call to the Race Office at 41 The Quay Waterford
or visit
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
WaterfordTallShipsRaceie
shake alegAT IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
If you love to party then Waterford will be the place to be during the
summer of 2011 Wersquoll be celebrating the start of an epic sea voyage with
live music and free concerts right on the quayside Join us for four days
of great entertainment theatre and street parties So shake a leg
Tell your friends and family and get on board
Call to the Race Office at 41 The Quay Waterford
or visit WaterfordTallShipsRaceie
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
WaterfordTallShipsRaceie
shiver metimbers
In June 2011 a spectacular carnival will light up the quayside as the worldrsquos most beautiful ships set
sail on an epic sailing voyage from Waterford city Four days of parades
pageantry and performers will colour the streets as we celebrate
this unique festival and atmosphere on Waterfordrsquos quayside
Tell your friends and family and get on board
Call to the Race Office at 41 The Quay Waterford
or visit
ITrsquoS IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
TOTEM conceived and directed a 30 second TV advert that was aired on the RTE channels for the month of June in the run up to the event We worked in partnership with Nemeton TV who did the production work on the advertSome of the final story board is above and the actual 30 second ad is an mpeg file that accompanies this pdf
TV Advertising
Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency
Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd
Testimonial
SELECTED WORKDOWN SYNDROME IRELAND
SELECTED WORK - NON PROFIT
One of them will have a happy childhood find love and get a well paid job
The other one will too
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 5 15032012 0914
SELECTED WORK - NON PROFIT
Hello My name is JamesAny chance of a cuddle
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 1 15032012 0913
Shersquos my sister
And hersquos my brother
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 6 15032012 0914
wwwdownsyndromeie
Therersquos no place
The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family
Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families
(Sue Buckley amp Ben Sacks 2001)
like home
ldquo
ldquo
DSI Landscape [Snap Frame]indd 7 15032012 0914
wwwdownsyndromeie
Hersquos helpful smart loves a laugh and enjoys life to the full
Just like his son
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 8 15032012 0914
SELECTED WORK - NON PROFIT
2 3
Congratulations
on the Birth of your BaBy
The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness
Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other
There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault
All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development
taBle of Contents
Congratulations 3
feelings and emotions 4
telling Brothers and sisters 6
Down syndrome 7
Question time 9
a Bright future ahead 10
stimulation and Bonding 12
What to ask your Doctor 14
entitlements 18
Down syndrome ireland 20
recommended reading 22
6 7
telling Brothers anD sisters
Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need
Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings
Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things
They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born
They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease
Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated
At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo
DoWn synDrome
Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome
What is a syndrome
A syndrome is a collection of several symptoms and signs that usually occur together
What is a chromosome
Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total
22 23
reCommenDeD reaDing
Down syndromean introduction for parents amp Carers
Cliff Cunningham
a minor adjustment
Andy Merriman
early Communication skills for Children Down syndrome
Libby Kumin
Babies with Down syndrome
Karen Stray-Gendersen
Building healthy minds
Stanley Greenspan MD
it takes two to talk
Jan Pepper amp Elaine Weitzman
This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]
May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members
May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide
aCknoWleDgements
graacuteinne murphy National Resource Team Down Syndrome Ireland
Dr Joan murphy (phd) Health Specialist
annette orsquo neill Down Syndrome Ireland
pat Clarke Chief Executive Down Syndrome Ireland
Clare leonard President Down Syndrome Ireland
Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland
4 5
Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before
feelings anD emotions
People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child
Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers
Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome
Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help
Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops
DaD
At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead
ldquo ldquo
mum
We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too
sister
When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time
aDult With DoWn synDrome
The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person
ldquo
ldquo
ldquo
ldquo
ldquo
ldquo
A publication by Down Syndrome Ireland copy 2011
Parent InformationBooklet
SELECTED WORK - NON PROFIT
SELECTED WORKGORTA
SELECTED WORK - NON PROFIT
Community Oriented Watershed Management
gortarsquos approach
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo capacity
and capability to move towards the achievement of prosperity
Children from the Wayaworr village sit
on the slopes of the Wayaworr water
storage dam In 2008 the existing
excavation was rehabilitated as a
water storage facility through the
ADWAC- gorta partnership The lake
is a deliberate catchment of rainwater
and is used for water for livestock
irrigation for tree planting in the
catchment area and the recharging
of groundwater which benefits wells in
the surrounding villages
Capacity Building and Technical Support
A grader provided by gorta successfully carried out the earthworks for the contour bunds Training
in the operation and maintenance of the heavy machinery was provided to ensure that this activity
will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the
collaboration of an agriculture engineer from Senegal who has provided on-going support and makes
periodic visits These activities are similar to the interventions carried out in Senegal by international
donors including USAID and the World Bank There the construction of two water storage dams with a
capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers
and reduced damage to crops due to improved cattle tracks from the dams to other water resources
In my district 80 of conflicts I address are related to cases between
farmers and cattle owners regarding grazing and drinking points Thanks
to the re-demarcation of the cattle tracks since 2010 I have never
arbitrated any case of such related conflicts
Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda
The programme involved training community members in Chamen village in the manual
construction of gabion boxes required for the reinforcement of the check dams Consequently
the limited availability of these boxes in the country and their high cost are no longer
constraints to the earthwork required for the soil conservation interventions Other livelihood
aspects of the integrated watershed management programme include water harvesting
through the construction of half moons establishment wood lots micro credit schemes in
10 villages rearing of small ruminants such as sheep and poultry and income generation
activities through food processing and marketing and processing of ground nuts and millet by
village cooperatives
We the women of Njonen are no more burdened with the use of mortar
and pestle While we save labour to do other economic activities we also
generate an income from the use of the milling machine
Mallah Jallow President of Njonen Women group
lsquolsquorsquorsquo
The 14 million litres water storage dam near Wayaworr
village in Njaba Kunda The Gambia provides water to
approximately 1200 cattle during the four months of the dry
season Since the construction of the dam there has been
a reduction in the number of conflicts over access to water
sources between farmers and herdsmen
One of the spillways in the 45km retention dyke is used to
control the salt intrusion near Marong Kunda village in Njaba
Kunda the Gambia The rehabilitation of 200 hectares has
supported the production of an extra 100000kg of rice
grown by 300 women
Mallah Jallow President of the
Njonen Women group in Njonen
village the Gambia
lsquolsquorsquorsquo
Programme Development
The implementation of the water resource
management programme with TFCG began
in June 2010 with massive sensitization
to raise awareness on water management
issues for over 30000 people Similar to other
awareness-raising programmes implemented
by TFCG training and sensitization meetings
were attended by a wide range of participants
These included representatives from the local
authorities district officials traditional leaders
and other stakeholders such as NGOs and local
networks Village Natural Resource Committees
(VNRC) farmers women and youth groups and
individuals Posters and t-shirts were distributed
and during a field visit to the project site by
a gorta representative in February 2012 the
participantsrsquo awareness of water management
issues and potential solutions was clearly
evident
Integrated catchment management plans were
developed for the upper Mkolo and Kwebululu
rivers involving all 21 villages Water committee
members were trained in the management of
water resources in order to enable them to
construct and manage the protection of the
springs that deliver water to 16 villages and
will provide safe and clean drinking water
to approximately 10000 people Protection
of the water sources included a wide range
of interventions from small water sources
providing water to 50-100 households to larger
water sources that include gravity delivery and
distribution systems to ensure that community
members have easy access to clean water
within reach The VNRC established in the
catchment area in 1997 received further training
in participatory management of the upper
catchment in order to ensure the quality of the
water and the vegetation that protects these
water sources As the patrolling of the forest
has been carried out by the participatory forest
conservation committees for the past 20 years
the additional water resource protection is a
natural step for these committees Reforestation
efforts have also taken place around the water
sources so as to promote their conservation
A gorta Case Study Tanzania
Eva Lolenzo and Lilian Williams from
Bagamoyo village
in Korogwe district
Tanzania climb up-hill
carrying water from a
spring that supplies
water to 80 households
out of 3400 people
living in the village
The Water Users
Committee received
training on sustainable
management of the
spring
The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since
2008 in Participatory Forest Management (PFM) and other livelihood interventions
such as improved agricultural practices Since 2010 water resource management
has been implemented in Lushoto and Korogwe districts of the Western Usambara
Mountain in Tanzaniarsquos Northeastern region TFCG have been working with
communities in 21 villages in the project area for the last 15 years where they have
been promoting sustainable livelihoods strategies through participatory forest
management improved sustainable agriculture practices rearing of small ruminants
and bee-keeping and aquaculture as income generation activities In 2009 a
participatory situation analysis was carried out by TFCG in Lushoto and Korogwe
districts where results revealed that only 46 of the people in Lushoto and 51 in
Korogwe had access to clean water This was affecting women in particular who had
to travel long distances in mountainous terrain to fetch water
Promoting Conservation
Agricultural Practices
Farmer field schools (FFS) provided training
to 630 farmers (246 women and 384 men) on
improved agriculture techniques that included
irrigation on a small scale Each of the FFS
were trained in improved agriculture techniques
based on conservation agriculture practices
The demonstration plots were developed on
the hillsides in areas where the slope reaches
100 Earth terraces were also constructed
where irrigation basins were formed to cultivate
a diversity of crops such as tomatoes beans
maize ginger cabbages green peppers and
potatoes and the ground was treated with
organic manure Irrigation is currently being
provided by gravity-fed irrigation canals and a
mobile improvised sprinkler Ten drip irrigation
systems of 500 square metres are due to be
placed on the demonstration plots and these will
be accompanied by intensive technical support to
ensure correct operation and maintenance Two
gravity schemes are planned to be rehabilitated
through the project and provide water to over 600
farmers irrigating approximately 450 acres
Complementary Interventions
Other water-related interventions promoted
through the programme include harvesting of
rainwater in 15 schools A total of 7500 students
will have improved access to drinking water
when water is scarce during the dry periods from
March to June and from September to November
The programme also involves participatory forest
management which TFCG have been practicing
since 1985 Tree nurseries were established in
primary schools with support from farmer groups
and it is expected that these trees (firewood and
timber varieties) will be distributed to at least
10000 farmers thus alleviating pressure on the
natural forest A total number of 1500000 trees
are expected to be planted during the three-year
programme
Bee-keeping activities have been practiced by
other communities supported by TFCG in the
Arc range mountains and have had very positive
results Selected community members have
received a total of 300 beehives It is estimated
that one beehive could provide 40 litres of honey
per year which can be sold at a weight value of
6000 Tanzania shillings (TSh) per kg which is
equal to approximately 3 Euro Therefore one
beehive provides an annual income of 240000
TSh (115 Euro) per year The expected total
income to be generated from 300 beehives would
be in the region of 72000000 TSh (33540 Euro)
per year
Participants planting tree saplings at a
Tanzania Forest Conservation Group
tree nursery in the West Usambara
Mountains Tanzania
Hausa and Jaacobo Lucas
irrigate the demonstration
plot that Bagamoyo Farm
Field School (FFS) cultivate
15 women and 15 men have
constructed soil terraces on
a le acre where they cultivate
ginger tomatoes cassava
maize cabbage and beans
Drip irrigation equipment
will soon be installed to
enhance the agriculture
production during the dry
season
SELECTED WORK - NON PROFIT
food prices brief
Brochure_WFDindd 1
12102011 111254
gortarsquos approach
In line with gortarsquos strategy and that of the
Irish Governmentrsquos Hunger Task Force we
recognise the important role smallholder
farmers play as part of the solution It is
essential that the current focus on price
volatility at both national and international
level leads to further investment in the
agriculture sector particularly focusing
on research and new and improved
technologies as well as in social security
in order to support the most vulnerable
gorta is working with local partners in
building their resilience to shocks by
creating safety nets as part of a coping
strategy
gorta is also bridging the gap between
agriculture research and smallholder farmers
We recognise the need to link research
with operations in the field and encourage
smallholder farmersrsquo access to training amp
information improved seed technology and
climate smart agriculture We adopt a model
of integrated community development which
promotes among others the safeguarding of
local biodiversity
gorta believes further
investment needs to be
made in strengthening
bull Research and innovation
bull Climate-smart agriculture
bull Improved seeds and farm management
techniques
bull Watershed management
bull Infrastructure marketing systems
extension and communication services
bull Market information and transparency
bull Protection of indigenous knowledge and
biodiversity
bull Food distribution systems food stocks
and reserves
bull Social safety nets
bull Small holder farmersrsquo active free and
meaningful participation in decision
making
Excessive fluctuations in commodity prices whether in situations
of price increases or price depressions create uncertainties for
farmers This affects decisions regarding agricultural investment
and as such has a long-term impact on world food security
The High Level Panel of Experts on Food Security and Nutrition of the
Committee on World Food Security July 2011
lsquolsquo
rsquorsquo
Brochure_WFDindd 6
12102011 111300
It is crucial to better understand our agricultural system and
it is imperative for research and development to start thinking
about new and sustainable approaches to improving the
quality safety and variety of food produced and consumed
around the world
Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International
Women selling grain at a marketplace
in Ghana
lsquolsquo
rsquorsquo
Brochure_WFDindd 7
12102011 111301
The issueldquoSmall import-dependent countries especially
in Africa were deeply affected by the food and
economic crises Some large countries were
able to insulate their markets from the crisis
through restrictive trade policies and protect
their consumers through safety nets However
trade insulation increased prices and volatility in
international marketsrdquo (FAO The State of Food
Insecurity in the World 2011)
The situation which brought about the 2011 food
price increase has some similarities to that which
led to the 20072008 global food crisis described
above during which FAO estimated that the
number of undernourished people increased
by 170 million in the period from 2007-2009
(FAO 2009) The situation was triggered by a
reduction in the levels of global grain stocks
higher oil prices increased financial investments
in agricultural commodities (WB and IMF 2011)
and an increase in international prices across
same According to the Committee on World
Food Security (CFS) High Level Panel of Experts
on Food Security and Nutrition (July 2011) since
2007 the volatility of food prices and the number
of countries effected by it has increased
The Food and Agriculture Organization of the
United Nations (FAO) publishes a monthly
Food Price Index which is viewed as a global
benchmark for food price trends and reports on
five food commodities cereals oilseeds sugar
dairy and meat According to it while global
food prices fell slightly in September 2011 due
largely to the global economic slowdown prices
across the five commodities remain high and are
still above those of 2010 (FAO 2011) The State
of Food Insecurity in the World 2011 an annual
global hunger report published jointly by FAO the
International Fund for Agricultural Development
(IFAD) and the World Food Programme (WFP)
predicts that high and volatile food prices will
persist with food importing countries especially
in Africa mostly at risk
Since the 20072008 price spike there has
been international recognition that investment
in agriculture at both micro and macro levels is
necessary to mitigate against further food price
volatility At the same time agriculture needs
to be viewed within a holistic multi-sectoral
framework Diversifying on-farm and off-farm
activities enables smallholder farmers to reduce
their risk and vulnerability to shocks Access to
market and commodity price information at the
right time remains critical for farmers in order for
them to plant accordingly
What are the factors involved
Among factors relating to food price volatility
are weather variability trade policies (including
export restrictions and bans) increasing oil
prices and the emergence of new financial
investors which are all likely to persist Each of
these highlights the urgent need to focus on
the drivers of food prices and to find long-term
sustainable solutions Other relevant elements
include the shift in the quality of demand for
foods that are more intensive in grains such as
meat and dairy the trade-off between grains
for food feed and biofuels population growth
ndash with figures set to rise to approximately 82
billion by 2030 (UN 2005) ndash and the reduction in
agriculture productivity All of these elements put
further pressure on an already under-invested
sector and on limited resources
Who is affected and how
Despite vast agricultural potential many African
countries are significant net food importers with
high food prices therefore having an immediate
impact on poor householdsrsquo purchasing
power and income share going to food With
approximately 60-80 percent of a householdrsquos
income spent on food any sudden and high
increase in food prices can result in severe
threats to food and nutrition security pushing
families deeper into poverty and hunger This
consequently impacts on their access to other
services such as health care and education
Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos
Farming Communities
Brochure_WFDindd 4
12102011 111259
A group of women hold up a bundle
of harvested ginger produce as part
of a Tanzanian Organic Agriculture
Movement initiative in Mnasi Tanzania
gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to
ginger production to breathe new life into previously struggling livelihoods Livelihoods in the
Korogwe District have dramatically improved since the intervention of gorta and TOAM with
the ginger crop last year outstripping the maize staple crop by four times Participants in the
programme can sell on their ginger harvests and with the proceeds are then able to invest in
other areas
TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining
a higher price and then informing them of the international market opportunities available for
the organic products TOAM also educates and trains the farmers to improve the quality of the
crop and gain certification so their produce will receive a fairer price
The gortaTOAM partnership provides expertise and training in ginger production helping
people in the local communities to become self-sufficient This in turn allows them to escape
poverty educate their children diversify their income into different farming areas and look
towards building a better life for themselves
Case Study Tanzanian Organic Agriculture Movement
Brochure_WFDindd 5
12102011 111259
Goretti Nakana sorts through her
crop of Irish potatoes Goretti is a
participant in the gortaEMESCO
programme in the Kibaale District
in Uganda which is currently being
implemented across 60 communities
and incorporates agriculture health
and water security
Brochure_WFDindd 2
12102011 111256
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo
capacity and capability to move towards the achievement of
prosperity ndash in this sense entrepreneurial development is key
Brochure_WFDindd 3
12102011 111259
SELECTED WORK - NON PROFIT
Annual Report 2010
Untitled-1 1
12082011 104455
About gorta 4
Foreward from the Chairman 6
CEos Message 8
Patron and Board Members 10
our Vision Mission and Values 12
Our Work ndash At Home 16
Hunger Secretariat and World
Food Day 18
Donor Engagement and
Communications 19
Fundraising 20
Networks 22
Stop Climate Chaos 24
International Alliance Against Hunger 25
Our Work ndash Overseas 26
Health 28
Education 30
Livelihoods 32
Water 34
Food 36
Accounts 38
Annual Financial statements 2010 40
cOntents
Photo caption to be placed
here Photo caption to be
placed here
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19
Our countries
Rosie Sambo Zagwa Million Dorothy Msonkho past
students of Bunda College of Agriculture Malawi
Rebecca Amukhoye of gorta speaks to particpants at the
Watershed Management Workshop in Mukono Uganda
Paticipants at the Watershed Management workshop in
Mukono Uganda
Pamela Nasimnu and William Keyah at the gorta funded
Baraka College Kenya
Uganda
bull Population 338
million
bull Life expectancy at
birth 541 years
Uganda has one of the highest
population growth rates in the world
with 26 living in chronic poverty As
one of Gortarsquos programme countries
since 1965 Uganda was designated as
a Gorta country of focus in 20078 The
elimination of poverty and hunger and the
creation of prosperous futures for the poorest
communities are part of Gortarsquos vision As
with each of our countries of focus Gorta
recognises that it is essential to work with
local district government officers and in line
with the National Development in order to
align their development efforts and to create
sustainable programmes that are owned by
the local communities Gortarsquos main focus in
Uganda has been on food security with an aim
to increase access to markets for smallholder
farmers while also working with local
partners on improving water and sanitation
and increasing awareness and access to
treatments of people living with HIVAids
Zambia
bullPopulation 132
million
bullLife expectancy at
birth 473 years
Decades of
economic decline
and neglect of
infrastructure
and services have
impacted heavily on
Zambiarsquos population of 115
million with 45 of the population ndash
52 million individuals ndash undernourished (FAo
2010) Gortarsquos involvement in Zambia has
been to five target areas where it is currently
working with local organisations on training
for beekeeping watershed management area
rehabilitation income generation and with
differently-abled groups
Kenya
bull Population 409 million
bull Life expectancy at birth 556 years
Kenyarsquos population is largely rural based
and rely on smallholder agriculture for their
livelihoods Unpredictable rainfall due to
climate change is having a significantly
negative effect on the food security status of
the country ndash droughts are on the rise placing
millions of Kenyans at risk of malnutrition
and starvation Gorta recognises the need
for training for smallholder farmers to adapt
their farming methods to a changing climate
Having been working in the country since the
mid-seventies and Kenya was designated as
a country of Gortarsquos focus in 20078 Gortarsquos
involvement was initially through small faith-
based organisations but recently we have
engaged with more strategic local partners
with the potential to scale-up and scale-out
Gortarsquos main area of work in Kenya is centred
on agricultural training and food security
through improved methods of agriculture
production
Malawi
bull Population 157 million
bull Life expectancy at birth 546 years
The Republic of Malawi is currently ranked
153 out of 169 on the Human Development
Index (2010) The majority of its population
of 123 million live below the poverty line
and about 83 of the people live in rural
areas with low access to basic health and
education services Agricultural production
is the mainstay of Malawirsquos economy
but landholdings are small leading to
encroachment on marginal lands and
increased erosion These conditions
combined with the high incidence of HIV
AIDS make the poor highly vulnerable
to effects of natural disasters and food
insecurity Gorta first began working in
Malawi in 2005 our focus of work is on water
and food security borehole rehabilitation
sanitation and hygiene irrigation schemes
exchange visits short training courses and the
promotion of self help groups
tanzania
bull Population 45 million
bull Life expectancy at birth 569 years
Climate change is already having an impact
on Tanzania and is likely to further affect
the country with increased temperatures
and lower rainfall which affects agriculture
forests water and coastal resources and
human health Tanzania became a country of
focus for Gorta in 2007 together with Kenya
Uganda Malawi and Zambia Since then
most of our programmes are concentrated
in the Northern regions of the country from
Lake Victoria to the Coast and include Mara
Arusha Manyara Kilimanjaro and Tanga
regions Gortarsquos programmes in Tanzania
focus specifically on maintaining and
improving forest conservation water security
projects and improving livelihoods through
income-generating schemes
ZAMBIA
UGANDA
Population and life expectancy statistics taken from the Human Development Report 2010
United Nations Development Programmes (UNDP)
KENYA
MALAWI
TANZANIA
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51
Financial Highlights 1 Where our money comes from
Donations and Fundraising
Income 5192
Trading Activities Income 936
Investment Income 596
Revenue based grants 178
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
2 How your money gets spent
Programmes Costs Including
Advocacy 7207
Costs of Generating Trading
Income 850
Governance Costs and
Currency Loss 42
Costs of Generating
Voluntary Income 1057
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
3 Breakdown of Fundraising
Income
Committed giving 4645
Legacies 159
Committee income 106
General donations 282
Gift in Kind 10
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
4 split of Grant Income by Donor
Irish Aid 150
Department of Agriculture
Fisheries and Food 19
Enterprise Ireland 975
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
5 split of Programmes spend
by country
Uganda 2276
Malawi 2053
Zambia 1109
Tanzania 710
Kenya 285
India 89
Haiti 52
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
6 split of Programmes spend by
thematic Area
Food Security 2407
Livelihoods 1927
Water and Sanitation 1247
Health 349
Education 295
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011
CASE STUDYTHE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience
The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope
The Hotel
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
Website
SELECTED WORKTopaz
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd
Testimonial
CASE STUDYWATERFORD AIRPORT
CASE STUDY - WATERFORD AIRPORT
Website
CASE STUDY - WATERFORD AIRPORT
Web Banners
CASE STUDY - WATERFORD AIRPORT
Facebook Marketing
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
CASE STUDYTHE TALL SHIPS RACES WATERFORD 2011
The Big Idea ndash A Quayside OdysseyThe high seas have always offered the promise of adventure and an opportunity to experience people places and ideas beyond the realms of our own every day existence Any voyage aboard a tall ship now as then gives us the chance to set off on an epic voyage of self discovery and adventure
But what happens on the quayside As a very special gathering of the fleet the Tall Ships Races still offer us a unique chance to experience something completely different ndash even though
we may never set sail We get to explore new things see rare and beautiful sights tall ships at close quarters meet new people and learn a little about the worldMusic crafts food fireworks people dancing FUN FUN FUN and the ships themselves all pay their part in making our journey through the Tall Ships Race very very special indeed It becomes our very own QUAYSIDE ODYSSEY ndash from Rice Bridge to Reginaldrsquos Tower
Tall Ships Races Waterford 2011 ndash Irelandrsquos Biggest Quayside Party
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Reflecting the energy vibrancy and diversity that the Tall Ships Race brings with it this brand identity creates high impact in its colourful representation of this very special event in Waterfordrsquos 2011 calendar Using a strong festive colour palette to create a fun family friendly feel it
celebrates the coming together of cultures crews and communities 3 distinctive intersecting sail shapes unify to create a singular dynamic Tall Ship iconA strong solid slab-serif font is used to compliment the fluid sail shapes and to clearly identify the location Bluersquos are used in the
text to create some county pride A sense of the fun excitement and energy of this unique festival is encapsulated within this identity which was integrated into all marketing collateral making a striking and memorable brand
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Brand Identity
TOTEM applied the brand identity to a variety of marketing materials from the 106 page A5 Official Programme to the multifunctional Corporate Folder and 5 Sales Inserts which were pitched at securing different levels of sponsorshipA variety of other items were also designed such as postcards menus buntings door stickers and banners
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Marketing Literature
The Tall ShipS RaceS2011 WaTeRfoRd
Official SOuvenir BrOchure
30 june ndash 3 july WATERFORD CiTy iRElAnDSail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE
E50
0
feSt
ival P
rice
OnlY
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
A 48 sheet poster on a mobile ad-van was used in Hartlepool UK the closing destination for the 2010 race to advertise that Waterford would be the start of the Tall Ships Race for 2011In the run up to the race national 48 and 96 sheet posters were used to promote the eventIrelandrsquos largest poster ndash 120 feet wide ndash hangs on Waterfordrsquos North Quays which was used to promote the race to the local people in the 12 months leading to the event It is now used to commemorate the wonderful occasion that was Irelandrsquos Biggest Ever Quayside Party
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Outdoor Advertising
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
30 june ndash 3 july 2011 W A T E R F O R D c i T yw w wWate r fordTa l l Sh ip s R a c e ie
ThE TAll ShipS RAcESP r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
If you love to party then Waterford is the place to be this summer Wersquoll be celebrating the start of an epic sea voyage with fRee live music on the quayside of Irelandrsquos oldest cityWith four days of great entertainment street parties and exciting food stalls therersquos no better excuse for a daytrip So shake a leg Tell your friends and family and get on boardSail Training
International
Presented by Szczecin
THE T
ALL SHIPS RACESfood amp cRafT vIllageS
STReeT TheaTRe
lIve muSIc
gReaT value ShoppIng Waterford Institute of Technology
shake alegat I R e l a N D rsquo s B Ig ge st e V e R qUaYsIDe PaRtY
The primary format for the press ads was a 3 column wide advert that was the full height of the publication [next page] This distinctive shape helped the ad to stand out while also subtly reinforcing the lsquoTallrsquo aspect of the eventThese ads were then amended for a variety of shapes ndash Irish Times front and back page Solus [above] and a reverse L shaped advert [above] for GO the Travel Supplement from the same paper
Press Advertising
All AboArdFOR IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
In July 2011 the worldrsquos most beautiful ships will set sail from
the city of Waterford to embark on an epic sailing race Join us as
we celebrate four days amp nights of fantastic entertainment fun food
and fireworks Tell your friends and family to come home and experience the magic Get on
board and support the festival
Call to the Race Office at 41 The Quay Waterford
or visit
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
WaterfordTallShipsRaceie
shake alegAT IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
If you love to party then Waterford will be the place to be during the
summer of 2011 Wersquoll be celebrating the start of an epic sea voyage with
live music and free concerts right on the quayside Join us for four days
of great entertainment theatre and street parties So shake a leg
Tell your friends and family and get on board
Call to the Race Office at 41 The Quay Waterford
or visit WaterfordTallShipsRaceie
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
WaterfordTallShipsRaceie
shiver metimbers
In June 2011 a spectacular carnival will light up the quayside as the worldrsquos most beautiful ships set
sail on an epic sailing voyage from Waterford city Four days of parades
pageantry and performers will colour the streets as we celebrate
this unique festival and atmosphere on Waterfordrsquos quayside
Tell your friends and family and get on board
Call to the Race Office at 41 The Quay Waterford
or visit
ITrsquoS IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
TOTEM conceived and directed a 30 second TV advert that was aired on the RTE channels for the month of June in the run up to the event We worked in partnership with Nemeton TV who did the production work on the advertSome of the final story board is above and the actual 30 second ad is an mpeg file that accompanies this pdf
TV Advertising
Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency
Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd
Testimonial
SELECTED WORKDOWN SYNDROME IRELAND
SELECTED WORK - NON PROFIT
One of them will have a happy childhood find love and get a well paid job
The other one will too
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 5 15032012 0914
SELECTED WORK - NON PROFIT
Hello My name is JamesAny chance of a cuddle
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 1 15032012 0913
Shersquos my sister
And hersquos my brother
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 6 15032012 0914
wwwdownsyndromeie
Therersquos no place
The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family
Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families
(Sue Buckley amp Ben Sacks 2001)
like home
ldquo
ldquo
DSI Landscape [Snap Frame]indd 7 15032012 0914
wwwdownsyndromeie
Hersquos helpful smart loves a laugh and enjoys life to the full
Just like his son
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 8 15032012 0914
SELECTED WORK - NON PROFIT
2 3
Congratulations
on the Birth of your BaBy
The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness
Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other
There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault
All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development
taBle of Contents
Congratulations 3
feelings and emotions 4
telling Brothers and sisters 6
Down syndrome 7
Question time 9
a Bright future ahead 10
stimulation and Bonding 12
What to ask your Doctor 14
entitlements 18
Down syndrome ireland 20
recommended reading 22
6 7
telling Brothers anD sisters
Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need
Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings
Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things
They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born
They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease
Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated
At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo
DoWn synDrome
Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome
What is a syndrome
A syndrome is a collection of several symptoms and signs that usually occur together
What is a chromosome
Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total
22 23
reCommenDeD reaDing
Down syndromean introduction for parents amp Carers
Cliff Cunningham
a minor adjustment
Andy Merriman
early Communication skills for Children Down syndrome
Libby Kumin
Babies with Down syndrome
Karen Stray-Gendersen
Building healthy minds
Stanley Greenspan MD
it takes two to talk
Jan Pepper amp Elaine Weitzman
This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]
May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members
May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide
aCknoWleDgements
graacuteinne murphy National Resource Team Down Syndrome Ireland
Dr Joan murphy (phd) Health Specialist
annette orsquo neill Down Syndrome Ireland
pat Clarke Chief Executive Down Syndrome Ireland
Clare leonard President Down Syndrome Ireland
Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland
4 5
Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before
feelings anD emotions
People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child
Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers
Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome
Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help
Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops
DaD
At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead
ldquo ldquo
mum
We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too
sister
When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time
aDult With DoWn synDrome
The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person
ldquo
ldquo
ldquo
ldquo
ldquo
ldquo
A publication by Down Syndrome Ireland copy 2011
Parent InformationBooklet
SELECTED WORK - NON PROFIT
SELECTED WORKGORTA
SELECTED WORK - NON PROFIT
Community Oriented Watershed Management
gortarsquos approach
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo capacity
and capability to move towards the achievement of prosperity
Children from the Wayaworr village sit
on the slopes of the Wayaworr water
storage dam In 2008 the existing
excavation was rehabilitated as a
water storage facility through the
ADWAC- gorta partnership The lake
is a deliberate catchment of rainwater
and is used for water for livestock
irrigation for tree planting in the
catchment area and the recharging
of groundwater which benefits wells in
the surrounding villages
Capacity Building and Technical Support
A grader provided by gorta successfully carried out the earthworks for the contour bunds Training
in the operation and maintenance of the heavy machinery was provided to ensure that this activity
will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the
collaboration of an agriculture engineer from Senegal who has provided on-going support and makes
periodic visits These activities are similar to the interventions carried out in Senegal by international
donors including USAID and the World Bank There the construction of two water storage dams with a
capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers
and reduced damage to crops due to improved cattle tracks from the dams to other water resources
In my district 80 of conflicts I address are related to cases between
farmers and cattle owners regarding grazing and drinking points Thanks
to the re-demarcation of the cattle tracks since 2010 I have never
arbitrated any case of such related conflicts
Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda
The programme involved training community members in Chamen village in the manual
construction of gabion boxes required for the reinforcement of the check dams Consequently
the limited availability of these boxes in the country and their high cost are no longer
constraints to the earthwork required for the soil conservation interventions Other livelihood
aspects of the integrated watershed management programme include water harvesting
through the construction of half moons establishment wood lots micro credit schemes in
10 villages rearing of small ruminants such as sheep and poultry and income generation
activities through food processing and marketing and processing of ground nuts and millet by
village cooperatives
We the women of Njonen are no more burdened with the use of mortar
and pestle While we save labour to do other economic activities we also
generate an income from the use of the milling machine
Mallah Jallow President of Njonen Women group
lsquolsquorsquorsquo
The 14 million litres water storage dam near Wayaworr
village in Njaba Kunda The Gambia provides water to
approximately 1200 cattle during the four months of the dry
season Since the construction of the dam there has been
a reduction in the number of conflicts over access to water
sources between farmers and herdsmen
One of the spillways in the 45km retention dyke is used to
control the salt intrusion near Marong Kunda village in Njaba
Kunda the Gambia The rehabilitation of 200 hectares has
supported the production of an extra 100000kg of rice
grown by 300 women
Mallah Jallow President of the
Njonen Women group in Njonen
village the Gambia
lsquolsquorsquorsquo
Programme Development
The implementation of the water resource
management programme with TFCG began
in June 2010 with massive sensitization
to raise awareness on water management
issues for over 30000 people Similar to other
awareness-raising programmes implemented
by TFCG training and sensitization meetings
were attended by a wide range of participants
These included representatives from the local
authorities district officials traditional leaders
and other stakeholders such as NGOs and local
networks Village Natural Resource Committees
(VNRC) farmers women and youth groups and
individuals Posters and t-shirts were distributed
and during a field visit to the project site by
a gorta representative in February 2012 the
participantsrsquo awareness of water management
issues and potential solutions was clearly
evident
Integrated catchment management plans were
developed for the upper Mkolo and Kwebululu
rivers involving all 21 villages Water committee
members were trained in the management of
water resources in order to enable them to
construct and manage the protection of the
springs that deliver water to 16 villages and
will provide safe and clean drinking water
to approximately 10000 people Protection
of the water sources included a wide range
of interventions from small water sources
providing water to 50-100 households to larger
water sources that include gravity delivery and
distribution systems to ensure that community
members have easy access to clean water
within reach The VNRC established in the
catchment area in 1997 received further training
in participatory management of the upper
catchment in order to ensure the quality of the
water and the vegetation that protects these
water sources As the patrolling of the forest
has been carried out by the participatory forest
conservation committees for the past 20 years
the additional water resource protection is a
natural step for these committees Reforestation
efforts have also taken place around the water
sources so as to promote their conservation
A gorta Case Study Tanzania
Eva Lolenzo and Lilian Williams from
Bagamoyo village
in Korogwe district
Tanzania climb up-hill
carrying water from a
spring that supplies
water to 80 households
out of 3400 people
living in the village
The Water Users
Committee received
training on sustainable
management of the
spring
The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since
2008 in Participatory Forest Management (PFM) and other livelihood interventions
such as improved agricultural practices Since 2010 water resource management
has been implemented in Lushoto and Korogwe districts of the Western Usambara
Mountain in Tanzaniarsquos Northeastern region TFCG have been working with
communities in 21 villages in the project area for the last 15 years where they have
been promoting sustainable livelihoods strategies through participatory forest
management improved sustainable agriculture practices rearing of small ruminants
and bee-keeping and aquaculture as income generation activities In 2009 a
participatory situation analysis was carried out by TFCG in Lushoto and Korogwe
districts where results revealed that only 46 of the people in Lushoto and 51 in
Korogwe had access to clean water This was affecting women in particular who had
to travel long distances in mountainous terrain to fetch water
Promoting Conservation
Agricultural Practices
Farmer field schools (FFS) provided training
to 630 farmers (246 women and 384 men) on
improved agriculture techniques that included
irrigation on a small scale Each of the FFS
were trained in improved agriculture techniques
based on conservation agriculture practices
The demonstration plots were developed on
the hillsides in areas where the slope reaches
100 Earth terraces were also constructed
where irrigation basins were formed to cultivate
a diversity of crops such as tomatoes beans
maize ginger cabbages green peppers and
potatoes and the ground was treated with
organic manure Irrigation is currently being
provided by gravity-fed irrigation canals and a
mobile improvised sprinkler Ten drip irrigation
systems of 500 square metres are due to be
placed on the demonstration plots and these will
be accompanied by intensive technical support to
ensure correct operation and maintenance Two
gravity schemes are planned to be rehabilitated
through the project and provide water to over 600
farmers irrigating approximately 450 acres
Complementary Interventions
Other water-related interventions promoted
through the programme include harvesting of
rainwater in 15 schools A total of 7500 students
will have improved access to drinking water
when water is scarce during the dry periods from
March to June and from September to November
The programme also involves participatory forest
management which TFCG have been practicing
since 1985 Tree nurseries were established in
primary schools with support from farmer groups
and it is expected that these trees (firewood and
timber varieties) will be distributed to at least
10000 farmers thus alleviating pressure on the
natural forest A total number of 1500000 trees
are expected to be planted during the three-year
programme
Bee-keeping activities have been practiced by
other communities supported by TFCG in the
Arc range mountains and have had very positive
results Selected community members have
received a total of 300 beehives It is estimated
that one beehive could provide 40 litres of honey
per year which can be sold at a weight value of
6000 Tanzania shillings (TSh) per kg which is
equal to approximately 3 Euro Therefore one
beehive provides an annual income of 240000
TSh (115 Euro) per year The expected total
income to be generated from 300 beehives would
be in the region of 72000000 TSh (33540 Euro)
per year
Participants planting tree saplings at a
Tanzania Forest Conservation Group
tree nursery in the West Usambara
Mountains Tanzania
Hausa and Jaacobo Lucas
irrigate the demonstration
plot that Bagamoyo Farm
Field School (FFS) cultivate
15 women and 15 men have
constructed soil terraces on
a le acre where they cultivate
ginger tomatoes cassava
maize cabbage and beans
Drip irrigation equipment
will soon be installed to
enhance the agriculture
production during the dry
season
SELECTED WORK - NON PROFIT
food prices brief
Brochure_WFDindd 1
12102011 111254
gortarsquos approach
In line with gortarsquos strategy and that of the
Irish Governmentrsquos Hunger Task Force we
recognise the important role smallholder
farmers play as part of the solution It is
essential that the current focus on price
volatility at both national and international
level leads to further investment in the
agriculture sector particularly focusing
on research and new and improved
technologies as well as in social security
in order to support the most vulnerable
gorta is working with local partners in
building their resilience to shocks by
creating safety nets as part of a coping
strategy
gorta is also bridging the gap between
agriculture research and smallholder farmers
We recognise the need to link research
with operations in the field and encourage
smallholder farmersrsquo access to training amp
information improved seed technology and
climate smart agriculture We adopt a model
of integrated community development which
promotes among others the safeguarding of
local biodiversity
gorta believes further
investment needs to be
made in strengthening
bull Research and innovation
bull Climate-smart agriculture
bull Improved seeds and farm management
techniques
bull Watershed management
bull Infrastructure marketing systems
extension and communication services
bull Market information and transparency
bull Protection of indigenous knowledge and
biodiversity
bull Food distribution systems food stocks
and reserves
bull Social safety nets
bull Small holder farmersrsquo active free and
meaningful participation in decision
making
Excessive fluctuations in commodity prices whether in situations
of price increases or price depressions create uncertainties for
farmers This affects decisions regarding agricultural investment
and as such has a long-term impact on world food security
The High Level Panel of Experts on Food Security and Nutrition of the
Committee on World Food Security July 2011
lsquolsquo
rsquorsquo
Brochure_WFDindd 6
12102011 111300
It is crucial to better understand our agricultural system and
it is imperative for research and development to start thinking
about new and sustainable approaches to improving the
quality safety and variety of food produced and consumed
around the world
Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International
Women selling grain at a marketplace
in Ghana
lsquolsquo
rsquorsquo
Brochure_WFDindd 7
12102011 111301
The issueldquoSmall import-dependent countries especially
in Africa were deeply affected by the food and
economic crises Some large countries were
able to insulate their markets from the crisis
through restrictive trade policies and protect
their consumers through safety nets However
trade insulation increased prices and volatility in
international marketsrdquo (FAO The State of Food
Insecurity in the World 2011)
The situation which brought about the 2011 food
price increase has some similarities to that which
led to the 20072008 global food crisis described
above during which FAO estimated that the
number of undernourished people increased
by 170 million in the period from 2007-2009
(FAO 2009) The situation was triggered by a
reduction in the levels of global grain stocks
higher oil prices increased financial investments
in agricultural commodities (WB and IMF 2011)
and an increase in international prices across
same According to the Committee on World
Food Security (CFS) High Level Panel of Experts
on Food Security and Nutrition (July 2011) since
2007 the volatility of food prices and the number
of countries effected by it has increased
The Food and Agriculture Organization of the
United Nations (FAO) publishes a monthly
Food Price Index which is viewed as a global
benchmark for food price trends and reports on
five food commodities cereals oilseeds sugar
dairy and meat According to it while global
food prices fell slightly in September 2011 due
largely to the global economic slowdown prices
across the five commodities remain high and are
still above those of 2010 (FAO 2011) The State
of Food Insecurity in the World 2011 an annual
global hunger report published jointly by FAO the
International Fund for Agricultural Development
(IFAD) and the World Food Programme (WFP)
predicts that high and volatile food prices will
persist with food importing countries especially
in Africa mostly at risk
Since the 20072008 price spike there has
been international recognition that investment
in agriculture at both micro and macro levels is
necessary to mitigate against further food price
volatility At the same time agriculture needs
to be viewed within a holistic multi-sectoral
framework Diversifying on-farm and off-farm
activities enables smallholder farmers to reduce
their risk and vulnerability to shocks Access to
market and commodity price information at the
right time remains critical for farmers in order for
them to plant accordingly
What are the factors involved
Among factors relating to food price volatility
are weather variability trade policies (including
export restrictions and bans) increasing oil
prices and the emergence of new financial
investors which are all likely to persist Each of
these highlights the urgent need to focus on
the drivers of food prices and to find long-term
sustainable solutions Other relevant elements
include the shift in the quality of demand for
foods that are more intensive in grains such as
meat and dairy the trade-off between grains
for food feed and biofuels population growth
ndash with figures set to rise to approximately 82
billion by 2030 (UN 2005) ndash and the reduction in
agriculture productivity All of these elements put
further pressure on an already under-invested
sector and on limited resources
Who is affected and how
Despite vast agricultural potential many African
countries are significant net food importers with
high food prices therefore having an immediate
impact on poor householdsrsquo purchasing
power and income share going to food With
approximately 60-80 percent of a householdrsquos
income spent on food any sudden and high
increase in food prices can result in severe
threats to food and nutrition security pushing
families deeper into poverty and hunger This
consequently impacts on their access to other
services such as health care and education
Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos
Farming Communities
Brochure_WFDindd 4
12102011 111259
A group of women hold up a bundle
of harvested ginger produce as part
of a Tanzanian Organic Agriculture
Movement initiative in Mnasi Tanzania
gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to
ginger production to breathe new life into previously struggling livelihoods Livelihoods in the
Korogwe District have dramatically improved since the intervention of gorta and TOAM with
the ginger crop last year outstripping the maize staple crop by four times Participants in the
programme can sell on their ginger harvests and with the proceeds are then able to invest in
other areas
TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining
a higher price and then informing them of the international market opportunities available for
the organic products TOAM also educates and trains the farmers to improve the quality of the
crop and gain certification so their produce will receive a fairer price
The gortaTOAM partnership provides expertise and training in ginger production helping
people in the local communities to become self-sufficient This in turn allows them to escape
poverty educate their children diversify their income into different farming areas and look
towards building a better life for themselves
Case Study Tanzanian Organic Agriculture Movement
Brochure_WFDindd 5
12102011 111259
Goretti Nakana sorts through her
crop of Irish potatoes Goretti is a
participant in the gortaEMESCO
programme in the Kibaale District
in Uganda which is currently being
implemented across 60 communities
and incorporates agriculture health
and water security
Brochure_WFDindd 2
12102011 111256
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo
capacity and capability to move towards the achievement of
prosperity ndash in this sense entrepreneurial development is key
Brochure_WFDindd 3
12102011 111259
SELECTED WORK - NON PROFIT
Annual Report 2010
Untitled-1 1
12082011 104455
About gorta 4
Foreward from the Chairman 6
CEos Message 8
Patron and Board Members 10
our Vision Mission and Values 12
Our Work ndash At Home 16
Hunger Secretariat and World
Food Day 18
Donor Engagement and
Communications 19
Fundraising 20
Networks 22
Stop Climate Chaos 24
International Alliance Against Hunger 25
Our Work ndash Overseas 26
Health 28
Education 30
Livelihoods 32
Water 34
Food 36
Accounts 38
Annual Financial statements 2010 40
cOntents
Photo caption to be placed
here Photo caption to be
placed here
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19
Our countries
Rosie Sambo Zagwa Million Dorothy Msonkho past
students of Bunda College of Agriculture Malawi
Rebecca Amukhoye of gorta speaks to particpants at the
Watershed Management Workshop in Mukono Uganda
Paticipants at the Watershed Management workshop in
Mukono Uganda
Pamela Nasimnu and William Keyah at the gorta funded
Baraka College Kenya
Uganda
bull Population 338
million
bull Life expectancy at
birth 541 years
Uganda has one of the highest
population growth rates in the world
with 26 living in chronic poverty As
one of Gortarsquos programme countries
since 1965 Uganda was designated as
a Gorta country of focus in 20078 The
elimination of poverty and hunger and the
creation of prosperous futures for the poorest
communities are part of Gortarsquos vision As
with each of our countries of focus Gorta
recognises that it is essential to work with
local district government officers and in line
with the National Development in order to
align their development efforts and to create
sustainable programmes that are owned by
the local communities Gortarsquos main focus in
Uganda has been on food security with an aim
to increase access to markets for smallholder
farmers while also working with local
partners on improving water and sanitation
and increasing awareness and access to
treatments of people living with HIVAids
Zambia
bullPopulation 132
million
bullLife expectancy at
birth 473 years
Decades of
economic decline
and neglect of
infrastructure
and services have
impacted heavily on
Zambiarsquos population of 115
million with 45 of the population ndash
52 million individuals ndash undernourished (FAo
2010) Gortarsquos involvement in Zambia has
been to five target areas where it is currently
working with local organisations on training
for beekeeping watershed management area
rehabilitation income generation and with
differently-abled groups
Kenya
bull Population 409 million
bull Life expectancy at birth 556 years
Kenyarsquos population is largely rural based
and rely on smallholder agriculture for their
livelihoods Unpredictable rainfall due to
climate change is having a significantly
negative effect on the food security status of
the country ndash droughts are on the rise placing
millions of Kenyans at risk of malnutrition
and starvation Gorta recognises the need
for training for smallholder farmers to adapt
their farming methods to a changing climate
Having been working in the country since the
mid-seventies and Kenya was designated as
a country of Gortarsquos focus in 20078 Gortarsquos
involvement was initially through small faith-
based organisations but recently we have
engaged with more strategic local partners
with the potential to scale-up and scale-out
Gortarsquos main area of work in Kenya is centred
on agricultural training and food security
through improved methods of agriculture
production
Malawi
bull Population 157 million
bull Life expectancy at birth 546 years
The Republic of Malawi is currently ranked
153 out of 169 on the Human Development
Index (2010) The majority of its population
of 123 million live below the poverty line
and about 83 of the people live in rural
areas with low access to basic health and
education services Agricultural production
is the mainstay of Malawirsquos economy
but landholdings are small leading to
encroachment on marginal lands and
increased erosion These conditions
combined with the high incidence of HIV
AIDS make the poor highly vulnerable
to effects of natural disasters and food
insecurity Gorta first began working in
Malawi in 2005 our focus of work is on water
and food security borehole rehabilitation
sanitation and hygiene irrigation schemes
exchange visits short training courses and the
promotion of self help groups
tanzania
bull Population 45 million
bull Life expectancy at birth 569 years
Climate change is already having an impact
on Tanzania and is likely to further affect
the country with increased temperatures
and lower rainfall which affects agriculture
forests water and coastal resources and
human health Tanzania became a country of
focus for Gorta in 2007 together with Kenya
Uganda Malawi and Zambia Since then
most of our programmes are concentrated
in the Northern regions of the country from
Lake Victoria to the Coast and include Mara
Arusha Manyara Kilimanjaro and Tanga
regions Gortarsquos programmes in Tanzania
focus specifically on maintaining and
improving forest conservation water security
projects and improving livelihoods through
income-generating schemes
ZAMBIA
UGANDA
Population and life expectancy statistics taken from the Human Development Report 2010
United Nations Development Programmes (UNDP)
KENYA
MALAWI
TANZANIA
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51
Financial Highlights 1 Where our money comes from
Donations and Fundraising
Income 5192
Trading Activities Income 936
Investment Income 596
Revenue based grants 178
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
2 How your money gets spent
Programmes Costs Including
Advocacy 7207
Costs of Generating Trading
Income 850
Governance Costs and
Currency Loss 42
Costs of Generating
Voluntary Income 1057
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
3 Breakdown of Fundraising
Income
Committed giving 4645
Legacies 159
Committee income 106
General donations 282
Gift in Kind 10
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
4 split of Grant Income by Donor
Irish Aid 150
Department of Agriculture
Fisheries and Food 19
Enterprise Ireland 975
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
5 split of Programmes spend
by country
Uganda 2276
Malawi 2053
Zambia 1109
Tanzania 710
Kenya 285
India 89
Haiti 52
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
6 split of Programmes spend by
thematic Area
Food Security 2407
Livelihoods 1927
Water and Sanitation 1247
Health 349
Education 295
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011
CASE STUDYTHE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience
The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope
The Hotel
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
Website
SELECTED WORKTopaz
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd
Testimonial
CASE STUDYWATERFORD AIRPORT
CASE STUDY - WATERFORD AIRPORT
Website
CASE STUDY - WATERFORD AIRPORT
Web Banners
CASE STUDY - WATERFORD AIRPORT
Facebook Marketing
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
CASE STUDYTHE TALL SHIPS RACES WATERFORD 2011
The Big Idea ndash A Quayside OdysseyThe high seas have always offered the promise of adventure and an opportunity to experience people places and ideas beyond the realms of our own every day existence Any voyage aboard a tall ship now as then gives us the chance to set off on an epic voyage of self discovery and adventure
But what happens on the quayside As a very special gathering of the fleet the Tall Ships Races still offer us a unique chance to experience something completely different ndash even though
we may never set sail We get to explore new things see rare and beautiful sights tall ships at close quarters meet new people and learn a little about the worldMusic crafts food fireworks people dancing FUN FUN FUN and the ships themselves all pay their part in making our journey through the Tall Ships Race very very special indeed It becomes our very own QUAYSIDE ODYSSEY ndash from Rice Bridge to Reginaldrsquos Tower
Tall Ships Races Waterford 2011 ndash Irelandrsquos Biggest Quayside Party
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Reflecting the energy vibrancy and diversity that the Tall Ships Race brings with it this brand identity creates high impact in its colourful representation of this very special event in Waterfordrsquos 2011 calendar Using a strong festive colour palette to create a fun family friendly feel it
celebrates the coming together of cultures crews and communities 3 distinctive intersecting sail shapes unify to create a singular dynamic Tall Ship iconA strong solid slab-serif font is used to compliment the fluid sail shapes and to clearly identify the location Bluersquos are used in the
text to create some county pride A sense of the fun excitement and energy of this unique festival is encapsulated within this identity which was integrated into all marketing collateral making a striking and memorable brand
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Brand Identity
TOTEM applied the brand identity to a variety of marketing materials from the 106 page A5 Official Programme to the multifunctional Corporate Folder and 5 Sales Inserts which were pitched at securing different levels of sponsorshipA variety of other items were also designed such as postcards menus buntings door stickers and banners
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Marketing Literature
The Tall ShipS RaceS2011 WaTeRfoRd
Official SOuvenir BrOchure
30 june ndash 3 july WATERFORD CiTy iRElAnDSail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE
E50
0
feSt
ival P
rice
OnlY
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
A 48 sheet poster on a mobile ad-van was used in Hartlepool UK the closing destination for the 2010 race to advertise that Waterford would be the start of the Tall Ships Race for 2011In the run up to the race national 48 and 96 sheet posters were used to promote the eventIrelandrsquos largest poster ndash 120 feet wide ndash hangs on Waterfordrsquos North Quays which was used to promote the race to the local people in the 12 months leading to the event It is now used to commemorate the wonderful occasion that was Irelandrsquos Biggest Ever Quayside Party
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Outdoor Advertising
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
30 june ndash 3 july 2011 W A T E R F O R D c i T yw w wWate r fordTa l l Sh ip s R a c e ie
ThE TAll ShipS RAcESP r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
If you love to party then Waterford is the place to be this summer Wersquoll be celebrating the start of an epic sea voyage with fRee live music on the quayside of Irelandrsquos oldest cityWith four days of great entertainment street parties and exciting food stalls therersquos no better excuse for a daytrip So shake a leg Tell your friends and family and get on boardSail Training
International
Presented by Szczecin
THE T
ALL SHIPS RACESfood amp cRafT vIllageS
STReeT TheaTRe
lIve muSIc
gReaT value ShoppIng Waterford Institute of Technology
shake alegat I R e l a N D rsquo s B Ig ge st e V e R qUaYsIDe PaRtY
The primary format for the press ads was a 3 column wide advert that was the full height of the publication [next page] This distinctive shape helped the ad to stand out while also subtly reinforcing the lsquoTallrsquo aspect of the eventThese ads were then amended for a variety of shapes ndash Irish Times front and back page Solus [above] and a reverse L shaped advert [above] for GO the Travel Supplement from the same paper
Press Advertising
All AboArdFOR IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
In July 2011 the worldrsquos most beautiful ships will set sail from
the city of Waterford to embark on an epic sailing race Join us as
we celebrate four days amp nights of fantastic entertainment fun food
and fireworks Tell your friends and family to come home and experience the magic Get on
board and support the festival
Call to the Race Office at 41 The Quay Waterford
or visit
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
WaterfordTallShipsRaceie
shake alegAT IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
If you love to party then Waterford will be the place to be during the
summer of 2011 Wersquoll be celebrating the start of an epic sea voyage with
live music and free concerts right on the quayside Join us for four days
of great entertainment theatre and street parties So shake a leg
Tell your friends and family and get on board
Call to the Race Office at 41 The Quay Waterford
or visit WaterfordTallShipsRaceie
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
WaterfordTallShipsRaceie
shiver metimbers
In June 2011 a spectacular carnival will light up the quayside as the worldrsquos most beautiful ships set
sail on an epic sailing voyage from Waterford city Four days of parades
pageantry and performers will colour the streets as we celebrate
this unique festival and atmosphere on Waterfordrsquos quayside
Tell your friends and family and get on board
Call to the Race Office at 41 The Quay Waterford
or visit
ITrsquoS IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
TOTEM conceived and directed a 30 second TV advert that was aired on the RTE channels for the month of June in the run up to the event We worked in partnership with Nemeton TV who did the production work on the advertSome of the final story board is above and the actual 30 second ad is an mpeg file that accompanies this pdf
TV Advertising
Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency
Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd
Testimonial
SELECTED WORKDOWN SYNDROME IRELAND
SELECTED WORK - NON PROFIT
One of them will have a happy childhood find love and get a well paid job
The other one will too
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 5 15032012 0914
SELECTED WORK - NON PROFIT
Hello My name is JamesAny chance of a cuddle
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 1 15032012 0913
Shersquos my sister
And hersquos my brother
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 6 15032012 0914
wwwdownsyndromeie
Therersquos no place
The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family
Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families
(Sue Buckley amp Ben Sacks 2001)
like home
ldquo
ldquo
DSI Landscape [Snap Frame]indd 7 15032012 0914
wwwdownsyndromeie
Hersquos helpful smart loves a laugh and enjoys life to the full
Just like his son
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 8 15032012 0914
SELECTED WORK - NON PROFIT
2 3
Congratulations
on the Birth of your BaBy
The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness
Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other
There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault
All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development
taBle of Contents
Congratulations 3
feelings and emotions 4
telling Brothers and sisters 6
Down syndrome 7
Question time 9
a Bright future ahead 10
stimulation and Bonding 12
What to ask your Doctor 14
entitlements 18
Down syndrome ireland 20
recommended reading 22
6 7
telling Brothers anD sisters
Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need
Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings
Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things
They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born
They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease
Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated
At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo
DoWn synDrome
Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome
What is a syndrome
A syndrome is a collection of several symptoms and signs that usually occur together
What is a chromosome
Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total
22 23
reCommenDeD reaDing
Down syndromean introduction for parents amp Carers
Cliff Cunningham
a minor adjustment
Andy Merriman
early Communication skills for Children Down syndrome
Libby Kumin
Babies with Down syndrome
Karen Stray-Gendersen
Building healthy minds
Stanley Greenspan MD
it takes two to talk
Jan Pepper amp Elaine Weitzman
This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]
May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members
May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide
aCknoWleDgements
graacuteinne murphy National Resource Team Down Syndrome Ireland
Dr Joan murphy (phd) Health Specialist
annette orsquo neill Down Syndrome Ireland
pat Clarke Chief Executive Down Syndrome Ireland
Clare leonard President Down Syndrome Ireland
Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland
4 5
Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before
feelings anD emotions
People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child
Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers
Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome
Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help
Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops
DaD
At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead
ldquo ldquo
mum
We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too
sister
When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time
aDult With DoWn synDrome
The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person
ldquo
ldquo
ldquo
ldquo
ldquo
ldquo
A publication by Down Syndrome Ireland copy 2011
Parent InformationBooklet
SELECTED WORK - NON PROFIT
SELECTED WORKGORTA
SELECTED WORK - NON PROFIT
Community Oriented Watershed Management
gortarsquos approach
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo capacity
and capability to move towards the achievement of prosperity
Children from the Wayaworr village sit
on the slopes of the Wayaworr water
storage dam In 2008 the existing
excavation was rehabilitated as a
water storage facility through the
ADWAC- gorta partnership The lake
is a deliberate catchment of rainwater
and is used for water for livestock
irrigation for tree planting in the
catchment area and the recharging
of groundwater which benefits wells in
the surrounding villages
Capacity Building and Technical Support
A grader provided by gorta successfully carried out the earthworks for the contour bunds Training
in the operation and maintenance of the heavy machinery was provided to ensure that this activity
will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the
collaboration of an agriculture engineer from Senegal who has provided on-going support and makes
periodic visits These activities are similar to the interventions carried out in Senegal by international
donors including USAID and the World Bank There the construction of two water storage dams with a
capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers
and reduced damage to crops due to improved cattle tracks from the dams to other water resources
In my district 80 of conflicts I address are related to cases between
farmers and cattle owners regarding grazing and drinking points Thanks
to the re-demarcation of the cattle tracks since 2010 I have never
arbitrated any case of such related conflicts
Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda
The programme involved training community members in Chamen village in the manual
construction of gabion boxes required for the reinforcement of the check dams Consequently
the limited availability of these boxes in the country and their high cost are no longer
constraints to the earthwork required for the soil conservation interventions Other livelihood
aspects of the integrated watershed management programme include water harvesting
through the construction of half moons establishment wood lots micro credit schemes in
10 villages rearing of small ruminants such as sheep and poultry and income generation
activities through food processing and marketing and processing of ground nuts and millet by
village cooperatives
We the women of Njonen are no more burdened with the use of mortar
and pestle While we save labour to do other economic activities we also
generate an income from the use of the milling machine
Mallah Jallow President of Njonen Women group
lsquolsquorsquorsquo
The 14 million litres water storage dam near Wayaworr
village in Njaba Kunda The Gambia provides water to
approximately 1200 cattle during the four months of the dry
season Since the construction of the dam there has been
a reduction in the number of conflicts over access to water
sources between farmers and herdsmen
One of the spillways in the 45km retention dyke is used to
control the salt intrusion near Marong Kunda village in Njaba
Kunda the Gambia The rehabilitation of 200 hectares has
supported the production of an extra 100000kg of rice
grown by 300 women
Mallah Jallow President of the
Njonen Women group in Njonen
village the Gambia
lsquolsquorsquorsquo
Programme Development
The implementation of the water resource
management programme with TFCG began
in June 2010 with massive sensitization
to raise awareness on water management
issues for over 30000 people Similar to other
awareness-raising programmes implemented
by TFCG training and sensitization meetings
were attended by a wide range of participants
These included representatives from the local
authorities district officials traditional leaders
and other stakeholders such as NGOs and local
networks Village Natural Resource Committees
(VNRC) farmers women and youth groups and
individuals Posters and t-shirts were distributed
and during a field visit to the project site by
a gorta representative in February 2012 the
participantsrsquo awareness of water management
issues and potential solutions was clearly
evident
Integrated catchment management plans were
developed for the upper Mkolo and Kwebululu
rivers involving all 21 villages Water committee
members were trained in the management of
water resources in order to enable them to
construct and manage the protection of the
springs that deliver water to 16 villages and
will provide safe and clean drinking water
to approximately 10000 people Protection
of the water sources included a wide range
of interventions from small water sources
providing water to 50-100 households to larger
water sources that include gravity delivery and
distribution systems to ensure that community
members have easy access to clean water
within reach The VNRC established in the
catchment area in 1997 received further training
in participatory management of the upper
catchment in order to ensure the quality of the
water and the vegetation that protects these
water sources As the patrolling of the forest
has been carried out by the participatory forest
conservation committees for the past 20 years
the additional water resource protection is a
natural step for these committees Reforestation
efforts have also taken place around the water
sources so as to promote their conservation
A gorta Case Study Tanzania
Eva Lolenzo and Lilian Williams from
Bagamoyo village
in Korogwe district
Tanzania climb up-hill
carrying water from a
spring that supplies
water to 80 households
out of 3400 people
living in the village
The Water Users
Committee received
training on sustainable
management of the
spring
The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since
2008 in Participatory Forest Management (PFM) and other livelihood interventions
such as improved agricultural practices Since 2010 water resource management
has been implemented in Lushoto and Korogwe districts of the Western Usambara
Mountain in Tanzaniarsquos Northeastern region TFCG have been working with
communities in 21 villages in the project area for the last 15 years where they have
been promoting sustainable livelihoods strategies through participatory forest
management improved sustainable agriculture practices rearing of small ruminants
and bee-keeping and aquaculture as income generation activities In 2009 a
participatory situation analysis was carried out by TFCG in Lushoto and Korogwe
districts where results revealed that only 46 of the people in Lushoto and 51 in
Korogwe had access to clean water This was affecting women in particular who had
to travel long distances in mountainous terrain to fetch water
Promoting Conservation
Agricultural Practices
Farmer field schools (FFS) provided training
to 630 farmers (246 women and 384 men) on
improved agriculture techniques that included
irrigation on a small scale Each of the FFS
were trained in improved agriculture techniques
based on conservation agriculture practices
The demonstration plots were developed on
the hillsides in areas where the slope reaches
100 Earth terraces were also constructed
where irrigation basins were formed to cultivate
a diversity of crops such as tomatoes beans
maize ginger cabbages green peppers and
potatoes and the ground was treated with
organic manure Irrigation is currently being
provided by gravity-fed irrigation canals and a
mobile improvised sprinkler Ten drip irrigation
systems of 500 square metres are due to be
placed on the demonstration plots and these will
be accompanied by intensive technical support to
ensure correct operation and maintenance Two
gravity schemes are planned to be rehabilitated
through the project and provide water to over 600
farmers irrigating approximately 450 acres
Complementary Interventions
Other water-related interventions promoted
through the programme include harvesting of
rainwater in 15 schools A total of 7500 students
will have improved access to drinking water
when water is scarce during the dry periods from
March to June and from September to November
The programme also involves participatory forest
management which TFCG have been practicing
since 1985 Tree nurseries were established in
primary schools with support from farmer groups
and it is expected that these trees (firewood and
timber varieties) will be distributed to at least
10000 farmers thus alleviating pressure on the
natural forest A total number of 1500000 trees
are expected to be planted during the three-year
programme
Bee-keeping activities have been practiced by
other communities supported by TFCG in the
Arc range mountains and have had very positive
results Selected community members have
received a total of 300 beehives It is estimated
that one beehive could provide 40 litres of honey
per year which can be sold at a weight value of
6000 Tanzania shillings (TSh) per kg which is
equal to approximately 3 Euro Therefore one
beehive provides an annual income of 240000
TSh (115 Euro) per year The expected total
income to be generated from 300 beehives would
be in the region of 72000000 TSh (33540 Euro)
per year
Participants planting tree saplings at a
Tanzania Forest Conservation Group
tree nursery in the West Usambara
Mountains Tanzania
Hausa and Jaacobo Lucas
irrigate the demonstration
plot that Bagamoyo Farm
Field School (FFS) cultivate
15 women and 15 men have
constructed soil terraces on
a le acre where they cultivate
ginger tomatoes cassava
maize cabbage and beans
Drip irrigation equipment
will soon be installed to
enhance the agriculture
production during the dry
season
SELECTED WORK - NON PROFIT
food prices brief
Brochure_WFDindd 1
12102011 111254
gortarsquos approach
In line with gortarsquos strategy and that of the
Irish Governmentrsquos Hunger Task Force we
recognise the important role smallholder
farmers play as part of the solution It is
essential that the current focus on price
volatility at both national and international
level leads to further investment in the
agriculture sector particularly focusing
on research and new and improved
technologies as well as in social security
in order to support the most vulnerable
gorta is working with local partners in
building their resilience to shocks by
creating safety nets as part of a coping
strategy
gorta is also bridging the gap between
agriculture research and smallholder farmers
We recognise the need to link research
with operations in the field and encourage
smallholder farmersrsquo access to training amp
information improved seed technology and
climate smart agriculture We adopt a model
of integrated community development which
promotes among others the safeguarding of
local biodiversity
gorta believes further
investment needs to be
made in strengthening
bull Research and innovation
bull Climate-smart agriculture
bull Improved seeds and farm management
techniques
bull Watershed management
bull Infrastructure marketing systems
extension and communication services
bull Market information and transparency
bull Protection of indigenous knowledge and
biodiversity
bull Food distribution systems food stocks
and reserves
bull Social safety nets
bull Small holder farmersrsquo active free and
meaningful participation in decision
making
Excessive fluctuations in commodity prices whether in situations
of price increases or price depressions create uncertainties for
farmers This affects decisions regarding agricultural investment
and as such has a long-term impact on world food security
The High Level Panel of Experts on Food Security and Nutrition of the
Committee on World Food Security July 2011
lsquolsquo
rsquorsquo
Brochure_WFDindd 6
12102011 111300
It is crucial to better understand our agricultural system and
it is imperative for research and development to start thinking
about new and sustainable approaches to improving the
quality safety and variety of food produced and consumed
around the world
Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International
Women selling grain at a marketplace
in Ghana
lsquolsquo
rsquorsquo
Brochure_WFDindd 7
12102011 111301
The issueldquoSmall import-dependent countries especially
in Africa were deeply affected by the food and
economic crises Some large countries were
able to insulate their markets from the crisis
through restrictive trade policies and protect
their consumers through safety nets However
trade insulation increased prices and volatility in
international marketsrdquo (FAO The State of Food
Insecurity in the World 2011)
The situation which brought about the 2011 food
price increase has some similarities to that which
led to the 20072008 global food crisis described
above during which FAO estimated that the
number of undernourished people increased
by 170 million in the period from 2007-2009
(FAO 2009) The situation was triggered by a
reduction in the levels of global grain stocks
higher oil prices increased financial investments
in agricultural commodities (WB and IMF 2011)
and an increase in international prices across
same According to the Committee on World
Food Security (CFS) High Level Panel of Experts
on Food Security and Nutrition (July 2011) since
2007 the volatility of food prices and the number
of countries effected by it has increased
The Food and Agriculture Organization of the
United Nations (FAO) publishes a monthly
Food Price Index which is viewed as a global
benchmark for food price trends and reports on
five food commodities cereals oilseeds sugar
dairy and meat According to it while global
food prices fell slightly in September 2011 due
largely to the global economic slowdown prices
across the five commodities remain high and are
still above those of 2010 (FAO 2011) The State
of Food Insecurity in the World 2011 an annual
global hunger report published jointly by FAO the
International Fund for Agricultural Development
(IFAD) and the World Food Programme (WFP)
predicts that high and volatile food prices will
persist with food importing countries especially
in Africa mostly at risk
Since the 20072008 price spike there has
been international recognition that investment
in agriculture at both micro and macro levels is
necessary to mitigate against further food price
volatility At the same time agriculture needs
to be viewed within a holistic multi-sectoral
framework Diversifying on-farm and off-farm
activities enables smallholder farmers to reduce
their risk and vulnerability to shocks Access to
market and commodity price information at the
right time remains critical for farmers in order for
them to plant accordingly
What are the factors involved
Among factors relating to food price volatility
are weather variability trade policies (including
export restrictions and bans) increasing oil
prices and the emergence of new financial
investors which are all likely to persist Each of
these highlights the urgent need to focus on
the drivers of food prices and to find long-term
sustainable solutions Other relevant elements
include the shift in the quality of demand for
foods that are more intensive in grains such as
meat and dairy the trade-off between grains
for food feed and biofuels population growth
ndash with figures set to rise to approximately 82
billion by 2030 (UN 2005) ndash and the reduction in
agriculture productivity All of these elements put
further pressure on an already under-invested
sector and on limited resources
Who is affected and how
Despite vast agricultural potential many African
countries are significant net food importers with
high food prices therefore having an immediate
impact on poor householdsrsquo purchasing
power and income share going to food With
approximately 60-80 percent of a householdrsquos
income spent on food any sudden and high
increase in food prices can result in severe
threats to food and nutrition security pushing
families deeper into poverty and hunger This
consequently impacts on their access to other
services such as health care and education
Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos
Farming Communities
Brochure_WFDindd 4
12102011 111259
A group of women hold up a bundle
of harvested ginger produce as part
of a Tanzanian Organic Agriculture
Movement initiative in Mnasi Tanzania
gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to
ginger production to breathe new life into previously struggling livelihoods Livelihoods in the
Korogwe District have dramatically improved since the intervention of gorta and TOAM with
the ginger crop last year outstripping the maize staple crop by four times Participants in the
programme can sell on their ginger harvests and with the proceeds are then able to invest in
other areas
TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining
a higher price and then informing them of the international market opportunities available for
the organic products TOAM also educates and trains the farmers to improve the quality of the
crop and gain certification so their produce will receive a fairer price
The gortaTOAM partnership provides expertise and training in ginger production helping
people in the local communities to become self-sufficient This in turn allows them to escape
poverty educate their children diversify their income into different farming areas and look
towards building a better life for themselves
Case Study Tanzanian Organic Agriculture Movement
Brochure_WFDindd 5
12102011 111259
Goretti Nakana sorts through her
crop of Irish potatoes Goretti is a
participant in the gortaEMESCO
programme in the Kibaale District
in Uganda which is currently being
implemented across 60 communities
and incorporates agriculture health
and water security
Brochure_WFDindd 2
12102011 111256
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo
capacity and capability to move towards the achievement of
prosperity ndash in this sense entrepreneurial development is key
Brochure_WFDindd 3
12102011 111259
SELECTED WORK - NON PROFIT
Annual Report 2010
Untitled-1 1
12082011 104455
About gorta 4
Foreward from the Chairman 6
CEos Message 8
Patron and Board Members 10
our Vision Mission and Values 12
Our Work ndash At Home 16
Hunger Secretariat and World
Food Day 18
Donor Engagement and
Communications 19
Fundraising 20
Networks 22
Stop Climate Chaos 24
International Alliance Against Hunger 25
Our Work ndash Overseas 26
Health 28
Education 30
Livelihoods 32
Water 34
Food 36
Accounts 38
Annual Financial statements 2010 40
cOntents
Photo caption to be placed
here Photo caption to be
placed here
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19
Our countries
Rosie Sambo Zagwa Million Dorothy Msonkho past
students of Bunda College of Agriculture Malawi
Rebecca Amukhoye of gorta speaks to particpants at the
Watershed Management Workshop in Mukono Uganda
Paticipants at the Watershed Management workshop in
Mukono Uganda
Pamela Nasimnu and William Keyah at the gorta funded
Baraka College Kenya
Uganda
bull Population 338
million
bull Life expectancy at
birth 541 years
Uganda has one of the highest
population growth rates in the world
with 26 living in chronic poverty As
one of Gortarsquos programme countries
since 1965 Uganda was designated as
a Gorta country of focus in 20078 The
elimination of poverty and hunger and the
creation of prosperous futures for the poorest
communities are part of Gortarsquos vision As
with each of our countries of focus Gorta
recognises that it is essential to work with
local district government officers and in line
with the National Development in order to
align their development efforts and to create
sustainable programmes that are owned by
the local communities Gortarsquos main focus in
Uganda has been on food security with an aim
to increase access to markets for smallholder
farmers while also working with local
partners on improving water and sanitation
and increasing awareness and access to
treatments of people living with HIVAids
Zambia
bullPopulation 132
million
bullLife expectancy at
birth 473 years
Decades of
economic decline
and neglect of
infrastructure
and services have
impacted heavily on
Zambiarsquos population of 115
million with 45 of the population ndash
52 million individuals ndash undernourished (FAo
2010) Gortarsquos involvement in Zambia has
been to five target areas where it is currently
working with local organisations on training
for beekeeping watershed management area
rehabilitation income generation and with
differently-abled groups
Kenya
bull Population 409 million
bull Life expectancy at birth 556 years
Kenyarsquos population is largely rural based
and rely on smallholder agriculture for their
livelihoods Unpredictable rainfall due to
climate change is having a significantly
negative effect on the food security status of
the country ndash droughts are on the rise placing
millions of Kenyans at risk of malnutrition
and starvation Gorta recognises the need
for training for smallholder farmers to adapt
their farming methods to a changing climate
Having been working in the country since the
mid-seventies and Kenya was designated as
a country of Gortarsquos focus in 20078 Gortarsquos
involvement was initially through small faith-
based organisations but recently we have
engaged with more strategic local partners
with the potential to scale-up and scale-out
Gortarsquos main area of work in Kenya is centred
on agricultural training and food security
through improved methods of agriculture
production
Malawi
bull Population 157 million
bull Life expectancy at birth 546 years
The Republic of Malawi is currently ranked
153 out of 169 on the Human Development
Index (2010) The majority of its population
of 123 million live below the poverty line
and about 83 of the people live in rural
areas with low access to basic health and
education services Agricultural production
is the mainstay of Malawirsquos economy
but landholdings are small leading to
encroachment on marginal lands and
increased erosion These conditions
combined with the high incidence of HIV
AIDS make the poor highly vulnerable
to effects of natural disasters and food
insecurity Gorta first began working in
Malawi in 2005 our focus of work is on water
and food security borehole rehabilitation
sanitation and hygiene irrigation schemes
exchange visits short training courses and the
promotion of self help groups
tanzania
bull Population 45 million
bull Life expectancy at birth 569 years
Climate change is already having an impact
on Tanzania and is likely to further affect
the country with increased temperatures
and lower rainfall which affects agriculture
forests water and coastal resources and
human health Tanzania became a country of
focus for Gorta in 2007 together with Kenya
Uganda Malawi and Zambia Since then
most of our programmes are concentrated
in the Northern regions of the country from
Lake Victoria to the Coast and include Mara
Arusha Manyara Kilimanjaro and Tanga
regions Gortarsquos programmes in Tanzania
focus specifically on maintaining and
improving forest conservation water security
projects and improving livelihoods through
income-generating schemes
ZAMBIA
UGANDA
Population and life expectancy statistics taken from the Human Development Report 2010
United Nations Development Programmes (UNDP)
KENYA
MALAWI
TANZANIA
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51
Financial Highlights 1 Where our money comes from
Donations and Fundraising
Income 5192
Trading Activities Income 936
Investment Income 596
Revenue based grants 178
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
2 How your money gets spent
Programmes Costs Including
Advocacy 7207
Costs of Generating Trading
Income 850
Governance Costs and
Currency Loss 42
Costs of Generating
Voluntary Income 1057
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
3 Breakdown of Fundraising
Income
Committed giving 4645
Legacies 159
Committee income 106
General donations 282
Gift in Kind 10
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
4 split of Grant Income by Donor
Irish Aid 150
Department of Agriculture
Fisheries and Food 19
Enterprise Ireland 975
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
5 split of Programmes spend
by country
Uganda 2276
Malawi 2053
Zambia 1109
Tanzania 710
Kenya 285
India 89
Haiti 52
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
6 split of Programmes spend by
thematic Area
Food Security 2407
Livelihoods 1927
Water and Sanitation 1247
Health 349
Education 295
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011
CASE STUDYTHE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience
The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope
The Hotel
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
Website
SELECTED WORKTopaz
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd
Testimonial
CASE STUDYWATERFORD AIRPORT
CASE STUDY - WATERFORD AIRPORT
Website
CASE STUDY - WATERFORD AIRPORT
Web Banners
CASE STUDY - WATERFORD AIRPORT
Facebook Marketing
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
CASE STUDYTHE TALL SHIPS RACES WATERFORD 2011
The Big Idea ndash A Quayside OdysseyThe high seas have always offered the promise of adventure and an opportunity to experience people places and ideas beyond the realms of our own every day existence Any voyage aboard a tall ship now as then gives us the chance to set off on an epic voyage of self discovery and adventure
But what happens on the quayside As a very special gathering of the fleet the Tall Ships Races still offer us a unique chance to experience something completely different ndash even though
we may never set sail We get to explore new things see rare and beautiful sights tall ships at close quarters meet new people and learn a little about the worldMusic crafts food fireworks people dancing FUN FUN FUN and the ships themselves all pay their part in making our journey through the Tall Ships Race very very special indeed It becomes our very own QUAYSIDE ODYSSEY ndash from Rice Bridge to Reginaldrsquos Tower
Tall Ships Races Waterford 2011 ndash Irelandrsquos Biggest Quayside Party
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Reflecting the energy vibrancy and diversity that the Tall Ships Race brings with it this brand identity creates high impact in its colourful representation of this very special event in Waterfordrsquos 2011 calendar Using a strong festive colour palette to create a fun family friendly feel it
celebrates the coming together of cultures crews and communities 3 distinctive intersecting sail shapes unify to create a singular dynamic Tall Ship iconA strong solid slab-serif font is used to compliment the fluid sail shapes and to clearly identify the location Bluersquos are used in the
text to create some county pride A sense of the fun excitement and energy of this unique festival is encapsulated within this identity which was integrated into all marketing collateral making a striking and memorable brand
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Brand Identity
TOTEM applied the brand identity to a variety of marketing materials from the 106 page A5 Official Programme to the multifunctional Corporate Folder and 5 Sales Inserts which were pitched at securing different levels of sponsorshipA variety of other items were also designed such as postcards menus buntings door stickers and banners
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Marketing Literature
The Tall ShipS RaceS2011 WaTeRfoRd
Official SOuvenir BrOchure
30 june ndash 3 july WATERFORD CiTy iRElAnDSail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE
E50
0
feSt
ival P
rice
OnlY
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
A 48 sheet poster on a mobile ad-van was used in Hartlepool UK the closing destination for the 2010 race to advertise that Waterford would be the start of the Tall Ships Race for 2011In the run up to the race national 48 and 96 sheet posters were used to promote the eventIrelandrsquos largest poster ndash 120 feet wide ndash hangs on Waterfordrsquos North Quays which was used to promote the race to the local people in the 12 months leading to the event It is now used to commemorate the wonderful occasion that was Irelandrsquos Biggest Ever Quayside Party
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Outdoor Advertising
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
30 june ndash 3 july 2011 W A T E R F O R D c i T yw w wWate r fordTa l l Sh ip s R a c e ie
ThE TAll ShipS RAcESP r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
If you love to party then Waterford is the place to be this summer Wersquoll be celebrating the start of an epic sea voyage with fRee live music on the quayside of Irelandrsquos oldest cityWith four days of great entertainment street parties and exciting food stalls therersquos no better excuse for a daytrip So shake a leg Tell your friends and family and get on boardSail Training
International
Presented by Szczecin
THE T
ALL SHIPS RACESfood amp cRafT vIllageS
STReeT TheaTRe
lIve muSIc
gReaT value ShoppIng Waterford Institute of Technology
shake alegat I R e l a N D rsquo s B Ig ge st e V e R qUaYsIDe PaRtY
The primary format for the press ads was a 3 column wide advert that was the full height of the publication [next page] This distinctive shape helped the ad to stand out while also subtly reinforcing the lsquoTallrsquo aspect of the eventThese ads were then amended for a variety of shapes ndash Irish Times front and back page Solus [above] and a reverse L shaped advert [above] for GO the Travel Supplement from the same paper
Press Advertising
All AboArdFOR IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
In July 2011 the worldrsquos most beautiful ships will set sail from
the city of Waterford to embark on an epic sailing race Join us as
we celebrate four days amp nights of fantastic entertainment fun food
and fireworks Tell your friends and family to come home and experience the magic Get on
board and support the festival
Call to the Race Office at 41 The Quay Waterford
or visit
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
WaterfordTallShipsRaceie
shake alegAT IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
If you love to party then Waterford will be the place to be during the
summer of 2011 Wersquoll be celebrating the start of an epic sea voyage with
live music and free concerts right on the quayside Join us for four days
of great entertainment theatre and street parties So shake a leg
Tell your friends and family and get on board
Call to the Race Office at 41 The Quay Waterford
or visit WaterfordTallShipsRaceie
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
WaterfordTallShipsRaceie
shiver metimbers
In June 2011 a spectacular carnival will light up the quayside as the worldrsquos most beautiful ships set
sail on an epic sailing voyage from Waterford city Four days of parades
pageantry and performers will colour the streets as we celebrate
this unique festival and atmosphere on Waterfordrsquos quayside
Tell your friends and family and get on board
Call to the Race Office at 41 The Quay Waterford
or visit
ITrsquoS IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
TOTEM conceived and directed a 30 second TV advert that was aired on the RTE channels for the month of June in the run up to the event We worked in partnership with Nemeton TV who did the production work on the advertSome of the final story board is above and the actual 30 second ad is an mpeg file that accompanies this pdf
TV Advertising
Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency
Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd
Testimonial
SELECTED WORKDOWN SYNDROME IRELAND
SELECTED WORK - NON PROFIT
One of them will have a happy childhood find love and get a well paid job
The other one will too
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 5 15032012 0914
SELECTED WORK - NON PROFIT
Hello My name is JamesAny chance of a cuddle
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 1 15032012 0913
Shersquos my sister
And hersquos my brother
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 6 15032012 0914
wwwdownsyndromeie
Therersquos no place
The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family
Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families
(Sue Buckley amp Ben Sacks 2001)
like home
ldquo
ldquo
DSI Landscape [Snap Frame]indd 7 15032012 0914
wwwdownsyndromeie
Hersquos helpful smart loves a laugh and enjoys life to the full
Just like his son
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 8 15032012 0914
SELECTED WORK - NON PROFIT
2 3
Congratulations
on the Birth of your BaBy
The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness
Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other
There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault
All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development
taBle of Contents
Congratulations 3
feelings and emotions 4
telling Brothers and sisters 6
Down syndrome 7
Question time 9
a Bright future ahead 10
stimulation and Bonding 12
What to ask your Doctor 14
entitlements 18
Down syndrome ireland 20
recommended reading 22
6 7
telling Brothers anD sisters
Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need
Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings
Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things
They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born
They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease
Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated
At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo
DoWn synDrome
Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome
What is a syndrome
A syndrome is a collection of several symptoms and signs that usually occur together
What is a chromosome
Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total
22 23
reCommenDeD reaDing
Down syndromean introduction for parents amp Carers
Cliff Cunningham
a minor adjustment
Andy Merriman
early Communication skills for Children Down syndrome
Libby Kumin
Babies with Down syndrome
Karen Stray-Gendersen
Building healthy minds
Stanley Greenspan MD
it takes two to talk
Jan Pepper amp Elaine Weitzman
This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]
May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members
May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide
aCknoWleDgements
graacuteinne murphy National Resource Team Down Syndrome Ireland
Dr Joan murphy (phd) Health Specialist
annette orsquo neill Down Syndrome Ireland
pat Clarke Chief Executive Down Syndrome Ireland
Clare leonard President Down Syndrome Ireland
Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland
4 5
Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before
feelings anD emotions
People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child
Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers
Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome
Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help
Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops
DaD
At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead
ldquo ldquo
mum
We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too
sister
When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time
aDult With DoWn synDrome
The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person
ldquo
ldquo
ldquo
ldquo
ldquo
ldquo
A publication by Down Syndrome Ireland copy 2011
Parent InformationBooklet
SELECTED WORK - NON PROFIT
SELECTED WORKGORTA
SELECTED WORK - NON PROFIT
Community Oriented Watershed Management
gortarsquos approach
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo capacity
and capability to move towards the achievement of prosperity
Children from the Wayaworr village sit
on the slopes of the Wayaworr water
storage dam In 2008 the existing
excavation was rehabilitated as a
water storage facility through the
ADWAC- gorta partnership The lake
is a deliberate catchment of rainwater
and is used for water for livestock
irrigation for tree planting in the
catchment area and the recharging
of groundwater which benefits wells in
the surrounding villages
Capacity Building and Technical Support
A grader provided by gorta successfully carried out the earthworks for the contour bunds Training
in the operation and maintenance of the heavy machinery was provided to ensure that this activity
will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the
collaboration of an agriculture engineer from Senegal who has provided on-going support and makes
periodic visits These activities are similar to the interventions carried out in Senegal by international
donors including USAID and the World Bank There the construction of two water storage dams with a
capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers
and reduced damage to crops due to improved cattle tracks from the dams to other water resources
In my district 80 of conflicts I address are related to cases between
farmers and cattle owners regarding grazing and drinking points Thanks
to the re-demarcation of the cattle tracks since 2010 I have never
arbitrated any case of such related conflicts
Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda
The programme involved training community members in Chamen village in the manual
construction of gabion boxes required for the reinforcement of the check dams Consequently
the limited availability of these boxes in the country and their high cost are no longer
constraints to the earthwork required for the soil conservation interventions Other livelihood
aspects of the integrated watershed management programme include water harvesting
through the construction of half moons establishment wood lots micro credit schemes in
10 villages rearing of small ruminants such as sheep and poultry and income generation
activities through food processing and marketing and processing of ground nuts and millet by
village cooperatives
We the women of Njonen are no more burdened with the use of mortar
and pestle While we save labour to do other economic activities we also
generate an income from the use of the milling machine
Mallah Jallow President of Njonen Women group
lsquolsquorsquorsquo
The 14 million litres water storage dam near Wayaworr
village in Njaba Kunda The Gambia provides water to
approximately 1200 cattle during the four months of the dry
season Since the construction of the dam there has been
a reduction in the number of conflicts over access to water
sources between farmers and herdsmen
One of the spillways in the 45km retention dyke is used to
control the salt intrusion near Marong Kunda village in Njaba
Kunda the Gambia The rehabilitation of 200 hectares has
supported the production of an extra 100000kg of rice
grown by 300 women
Mallah Jallow President of the
Njonen Women group in Njonen
village the Gambia
lsquolsquorsquorsquo
Programme Development
The implementation of the water resource
management programme with TFCG began
in June 2010 with massive sensitization
to raise awareness on water management
issues for over 30000 people Similar to other
awareness-raising programmes implemented
by TFCG training and sensitization meetings
were attended by a wide range of participants
These included representatives from the local
authorities district officials traditional leaders
and other stakeholders such as NGOs and local
networks Village Natural Resource Committees
(VNRC) farmers women and youth groups and
individuals Posters and t-shirts were distributed
and during a field visit to the project site by
a gorta representative in February 2012 the
participantsrsquo awareness of water management
issues and potential solutions was clearly
evident
Integrated catchment management plans were
developed for the upper Mkolo and Kwebululu
rivers involving all 21 villages Water committee
members were trained in the management of
water resources in order to enable them to
construct and manage the protection of the
springs that deliver water to 16 villages and
will provide safe and clean drinking water
to approximately 10000 people Protection
of the water sources included a wide range
of interventions from small water sources
providing water to 50-100 households to larger
water sources that include gravity delivery and
distribution systems to ensure that community
members have easy access to clean water
within reach The VNRC established in the
catchment area in 1997 received further training
in participatory management of the upper
catchment in order to ensure the quality of the
water and the vegetation that protects these
water sources As the patrolling of the forest
has been carried out by the participatory forest
conservation committees for the past 20 years
the additional water resource protection is a
natural step for these committees Reforestation
efforts have also taken place around the water
sources so as to promote their conservation
A gorta Case Study Tanzania
Eva Lolenzo and Lilian Williams from
Bagamoyo village
in Korogwe district
Tanzania climb up-hill
carrying water from a
spring that supplies
water to 80 households
out of 3400 people
living in the village
The Water Users
Committee received
training on sustainable
management of the
spring
The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since
2008 in Participatory Forest Management (PFM) and other livelihood interventions
such as improved agricultural practices Since 2010 water resource management
has been implemented in Lushoto and Korogwe districts of the Western Usambara
Mountain in Tanzaniarsquos Northeastern region TFCG have been working with
communities in 21 villages in the project area for the last 15 years where they have
been promoting sustainable livelihoods strategies through participatory forest
management improved sustainable agriculture practices rearing of small ruminants
and bee-keeping and aquaculture as income generation activities In 2009 a
participatory situation analysis was carried out by TFCG in Lushoto and Korogwe
districts where results revealed that only 46 of the people in Lushoto and 51 in
Korogwe had access to clean water This was affecting women in particular who had
to travel long distances in mountainous terrain to fetch water
Promoting Conservation
Agricultural Practices
Farmer field schools (FFS) provided training
to 630 farmers (246 women and 384 men) on
improved agriculture techniques that included
irrigation on a small scale Each of the FFS
were trained in improved agriculture techniques
based on conservation agriculture practices
The demonstration plots were developed on
the hillsides in areas where the slope reaches
100 Earth terraces were also constructed
where irrigation basins were formed to cultivate
a diversity of crops such as tomatoes beans
maize ginger cabbages green peppers and
potatoes and the ground was treated with
organic manure Irrigation is currently being
provided by gravity-fed irrigation canals and a
mobile improvised sprinkler Ten drip irrigation
systems of 500 square metres are due to be
placed on the demonstration plots and these will
be accompanied by intensive technical support to
ensure correct operation and maintenance Two
gravity schemes are planned to be rehabilitated
through the project and provide water to over 600
farmers irrigating approximately 450 acres
Complementary Interventions
Other water-related interventions promoted
through the programme include harvesting of
rainwater in 15 schools A total of 7500 students
will have improved access to drinking water
when water is scarce during the dry periods from
March to June and from September to November
The programme also involves participatory forest
management which TFCG have been practicing
since 1985 Tree nurseries were established in
primary schools with support from farmer groups
and it is expected that these trees (firewood and
timber varieties) will be distributed to at least
10000 farmers thus alleviating pressure on the
natural forest A total number of 1500000 trees
are expected to be planted during the three-year
programme
Bee-keeping activities have been practiced by
other communities supported by TFCG in the
Arc range mountains and have had very positive
results Selected community members have
received a total of 300 beehives It is estimated
that one beehive could provide 40 litres of honey
per year which can be sold at a weight value of
6000 Tanzania shillings (TSh) per kg which is
equal to approximately 3 Euro Therefore one
beehive provides an annual income of 240000
TSh (115 Euro) per year The expected total
income to be generated from 300 beehives would
be in the region of 72000000 TSh (33540 Euro)
per year
Participants planting tree saplings at a
Tanzania Forest Conservation Group
tree nursery in the West Usambara
Mountains Tanzania
Hausa and Jaacobo Lucas
irrigate the demonstration
plot that Bagamoyo Farm
Field School (FFS) cultivate
15 women and 15 men have
constructed soil terraces on
a le acre where they cultivate
ginger tomatoes cassava
maize cabbage and beans
Drip irrigation equipment
will soon be installed to
enhance the agriculture
production during the dry
season
SELECTED WORK - NON PROFIT
food prices brief
Brochure_WFDindd 1
12102011 111254
gortarsquos approach
In line with gortarsquos strategy and that of the
Irish Governmentrsquos Hunger Task Force we
recognise the important role smallholder
farmers play as part of the solution It is
essential that the current focus on price
volatility at both national and international
level leads to further investment in the
agriculture sector particularly focusing
on research and new and improved
technologies as well as in social security
in order to support the most vulnerable
gorta is working with local partners in
building their resilience to shocks by
creating safety nets as part of a coping
strategy
gorta is also bridging the gap between
agriculture research and smallholder farmers
We recognise the need to link research
with operations in the field and encourage
smallholder farmersrsquo access to training amp
information improved seed technology and
climate smart agriculture We adopt a model
of integrated community development which
promotes among others the safeguarding of
local biodiversity
gorta believes further
investment needs to be
made in strengthening
bull Research and innovation
bull Climate-smart agriculture
bull Improved seeds and farm management
techniques
bull Watershed management
bull Infrastructure marketing systems
extension and communication services
bull Market information and transparency
bull Protection of indigenous knowledge and
biodiversity
bull Food distribution systems food stocks
and reserves
bull Social safety nets
bull Small holder farmersrsquo active free and
meaningful participation in decision
making
Excessive fluctuations in commodity prices whether in situations
of price increases or price depressions create uncertainties for
farmers This affects decisions regarding agricultural investment
and as such has a long-term impact on world food security
The High Level Panel of Experts on Food Security and Nutrition of the
Committee on World Food Security July 2011
lsquolsquo
rsquorsquo
Brochure_WFDindd 6
12102011 111300
It is crucial to better understand our agricultural system and
it is imperative for research and development to start thinking
about new and sustainable approaches to improving the
quality safety and variety of food produced and consumed
around the world
Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International
Women selling grain at a marketplace
in Ghana
lsquolsquo
rsquorsquo
Brochure_WFDindd 7
12102011 111301
The issueldquoSmall import-dependent countries especially
in Africa were deeply affected by the food and
economic crises Some large countries were
able to insulate their markets from the crisis
through restrictive trade policies and protect
their consumers through safety nets However
trade insulation increased prices and volatility in
international marketsrdquo (FAO The State of Food
Insecurity in the World 2011)
The situation which brought about the 2011 food
price increase has some similarities to that which
led to the 20072008 global food crisis described
above during which FAO estimated that the
number of undernourished people increased
by 170 million in the period from 2007-2009
(FAO 2009) The situation was triggered by a
reduction in the levels of global grain stocks
higher oil prices increased financial investments
in agricultural commodities (WB and IMF 2011)
and an increase in international prices across
same According to the Committee on World
Food Security (CFS) High Level Panel of Experts
on Food Security and Nutrition (July 2011) since
2007 the volatility of food prices and the number
of countries effected by it has increased
The Food and Agriculture Organization of the
United Nations (FAO) publishes a monthly
Food Price Index which is viewed as a global
benchmark for food price trends and reports on
five food commodities cereals oilseeds sugar
dairy and meat According to it while global
food prices fell slightly in September 2011 due
largely to the global economic slowdown prices
across the five commodities remain high and are
still above those of 2010 (FAO 2011) The State
of Food Insecurity in the World 2011 an annual
global hunger report published jointly by FAO the
International Fund for Agricultural Development
(IFAD) and the World Food Programme (WFP)
predicts that high and volatile food prices will
persist with food importing countries especially
in Africa mostly at risk
Since the 20072008 price spike there has
been international recognition that investment
in agriculture at both micro and macro levels is
necessary to mitigate against further food price
volatility At the same time agriculture needs
to be viewed within a holistic multi-sectoral
framework Diversifying on-farm and off-farm
activities enables smallholder farmers to reduce
their risk and vulnerability to shocks Access to
market and commodity price information at the
right time remains critical for farmers in order for
them to plant accordingly
What are the factors involved
Among factors relating to food price volatility
are weather variability trade policies (including
export restrictions and bans) increasing oil
prices and the emergence of new financial
investors which are all likely to persist Each of
these highlights the urgent need to focus on
the drivers of food prices and to find long-term
sustainable solutions Other relevant elements
include the shift in the quality of demand for
foods that are more intensive in grains such as
meat and dairy the trade-off between grains
for food feed and biofuels population growth
ndash with figures set to rise to approximately 82
billion by 2030 (UN 2005) ndash and the reduction in
agriculture productivity All of these elements put
further pressure on an already under-invested
sector and on limited resources
Who is affected and how
Despite vast agricultural potential many African
countries are significant net food importers with
high food prices therefore having an immediate
impact on poor householdsrsquo purchasing
power and income share going to food With
approximately 60-80 percent of a householdrsquos
income spent on food any sudden and high
increase in food prices can result in severe
threats to food and nutrition security pushing
families deeper into poverty and hunger This
consequently impacts on their access to other
services such as health care and education
Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos
Farming Communities
Brochure_WFDindd 4
12102011 111259
A group of women hold up a bundle
of harvested ginger produce as part
of a Tanzanian Organic Agriculture
Movement initiative in Mnasi Tanzania
gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to
ginger production to breathe new life into previously struggling livelihoods Livelihoods in the
Korogwe District have dramatically improved since the intervention of gorta and TOAM with
the ginger crop last year outstripping the maize staple crop by four times Participants in the
programme can sell on their ginger harvests and with the proceeds are then able to invest in
other areas
TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining
a higher price and then informing them of the international market opportunities available for
the organic products TOAM also educates and trains the farmers to improve the quality of the
crop and gain certification so their produce will receive a fairer price
The gortaTOAM partnership provides expertise and training in ginger production helping
people in the local communities to become self-sufficient This in turn allows them to escape
poverty educate their children diversify their income into different farming areas and look
towards building a better life for themselves
Case Study Tanzanian Organic Agriculture Movement
Brochure_WFDindd 5
12102011 111259
Goretti Nakana sorts through her
crop of Irish potatoes Goretti is a
participant in the gortaEMESCO
programme in the Kibaale District
in Uganda which is currently being
implemented across 60 communities
and incorporates agriculture health
and water security
Brochure_WFDindd 2
12102011 111256
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo
capacity and capability to move towards the achievement of
prosperity ndash in this sense entrepreneurial development is key
Brochure_WFDindd 3
12102011 111259
SELECTED WORK - NON PROFIT
Annual Report 2010
Untitled-1 1
12082011 104455
About gorta 4
Foreward from the Chairman 6
CEos Message 8
Patron and Board Members 10
our Vision Mission and Values 12
Our Work ndash At Home 16
Hunger Secretariat and World
Food Day 18
Donor Engagement and
Communications 19
Fundraising 20
Networks 22
Stop Climate Chaos 24
International Alliance Against Hunger 25
Our Work ndash Overseas 26
Health 28
Education 30
Livelihoods 32
Water 34
Food 36
Accounts 38
Annual Financial statements 2010 40
cOntents
Photo caption to be placed
here Photo caption to be
placed here
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19
Our countries
Rosie Sambo Zagwa Million Dorothy Msonkho past
students of Bunda College of Agriculture Malawi
Rebecca Amukhoye of gorta speaks to particpants at the
Watershed Management Workshop in Mukono Uganda
Paticipants at the Watershed Management workshop in
Mukono Uganda
Pamela Nasimnu and William Keyah at the gorta funded
Baraka College Kenya
Uganda
bull Population 338
million
bull Life expectancy at
birth 541 years
Uganda has one of the highest
population growth rates in the world
with 26 living in chronic poverty As
one of Gortarsquos programme countries
since 1965 Uganda was designated as
a Gorta country of focus in 20078 The
elimination of poverty and hunger and the
creation of prosperous futures for the poorest
communities are part of Gortarsquos vision As
with each of our countries of focus Gorta
recognises that it is essential to work with
local district government officers and in line
with the National Development in order to
align their development efforts and to create
sustainable programmes that are owned by
the local communities Gortarsquos main focus in
Uganda has been on food security with an aim
to increase access to markets for smallholder
farmers while also working with local
partners on improving water and sanitation
and increasing awareness and access to
treatments of people living with HIVAids
Zambia
bullPopulation 132
million
bullLife expectancy at
birth 473 years
Decades of
economic decline
and neglect of
infrastructure
and services have
impacted heavily on
Zambiarsquos population of 115
million with 45 of the population ndash
52 million individuals ndash undernourished (FAo
2010) Gortarsquos involvement in Zambia has
been to five target areas where it is currently
working with local organisations on training
for beekeeping watershed management area
rehabilitation income generation and with
differently-abled groups
Kenya
bull Population 409 million
bull Life expectancy at birth 556 years
Kenyarsquos population is largely rural based
and rely on smallholder agriculture for their
livelihoods Unpredictable rainfall due to
climate change is having a significantly
negative effect on the food security status of
the country ndash droughts are on the rise placing
millions of Kenyans at risk of malnutrition
and starvation Gorta recognises the need
for training for smallholder farmers to adapt
their farming methods to a changing climate
Having been working in the country since the
mid-seventies and Kenya was designated as
a country of Gortarsquos focus in 20078 Gortarsquos
involvement was initially through small faith-
based organisations but recently we have
engaged with more strategic local partners
with the potential to scale-up and scale-out
Gortarsquos main area of work in Kenya is centred
on agricultural training and food security
through improved methods of agriculture
production
Malawi
bull Population 157 million
bull Life expectancy at birth 546 years
The Republic of Malawi is currently ranked
153 out of 169 on the Human Development
Index (2010) The majority of its population
of 123 million live below the poverty line
and about 83 of the people live in rural
areas with low access to basic health and
education services Agricultural production
is the mainstay of Malawirsquos economy
but landholdings are small leading to
encroachment on marginal lands and
increased erosion These conditions
combined with the high incidence of HIV
AIDS make the poor highly vulnerable
to effects of natural disasters and food
insecurity Gorta first began working in
Malawi in 2005 our focus of work is on water
and food security borehole rehabilitation
sanitation and hygiene irrigation schemes
exchange visits short training courses and the
promotion of self help groups
tanzania
bull Population 45 million
bull Life expectancy at birth 569 years
Climate change is already having an impact
on Tanzania and is likely to further affect
the country with increased temperatures
and lower rainfall which affects agriculture
forests water and coastal resources and
human health Tanzania became a country of
focus for Gorta in 2007 together with Kenya
Uganda Malawi and Zambia Since then
most of our programmes are concentrated
in the Northern regions of the country from
Lake Victoria to the Coast and include Mara
Arusha Manyara Kilimanjaro and Tanga
regions Gortarsquos programmes in Tanzania
focus specifically on maintaining and
improving forest conservation water security
projects and improving livelihoods through
income-generating schemes
ZAMBIA
UGANDA
Population and life expectancy statistics taken from the Human Development Report 2010
United Nations Development Programmes (UNDP)
KENYA
MALAWI
TANZANIA
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51
Financial Highlights 1 Where our money comes from
Donations and Fundraising
Income 5192
Trading Activities Income 936
Investment Income 596
Revenue based grants 178
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
2 How your money gets spent
Programmes Costs Including
Advocacy 7207
Costs of Generating Trading
Income 850
Governance Costs and
Currency Loss 42
Costs of Generating
Voluntary Income 1057
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
3 Breakdown of Fundraising
Income
Committed giving 4645
Legacies 159
Committee income 106
General donations 282
Gift in Kind 10
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
4 split of Grant Income by Donor
Irish Aid 150
Department of Agriculture
Fisheries and Food 19
Enterprise Ireland 975
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
5 split of Programmes spend
by country
Uganda 2276
Malawi 2053
Zambia 1109
Tanzania 710
Kenya 285
India 89
Haiti 52
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
6 split of Programmes spend by
thematic Area
Food Security 2407
Livelihoods 1927
Water and Sanitation 1247
Health 349
Education 295
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011
CASE STUDYTHE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience
The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope
The Hotel
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
Website
SELECTED WORKTopaz
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd
Testimonial
CASE STUDYWATERFORD AIRPORT
CASE STUDY - WATERFORD AIRPORT
Website
CASE STUDY - WATERFORD AIRPORT
Web Banners
CASE STUDY - WATERFORD AIRPORT
Facebook Marketing
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
SELECTED WORK - HOSPITALITYLIESURE
SELECTED WORK - HOSPITALITYLIESURE
CASE STUDYTHE TALL SHIPS RACES WATERFORD 2011
The Big Idea ndash A Quayside OdysseyThe high seas have always offered the promise of adventure and an opportunity to experience people places and ideas beyond the realms of our own every day existence Any voyage aboard a tall ship now as then gives us the chance to set off on an epic voyage of self discovery and adventure
But what happens on the quayside As a very special gathering of the fleet the Tall Ships Races still offer us a unique chance to experience something completely different ndash even though
we may never set sail We get to explore new things see rare and beautiful sights tall ships at close quarters meet new people and learn a little about the worldMusic crafts food fireworks people dancing FUN FUN FUN and the ships themselves all pay their part in making our journey through the Tall Ships Race very very special indeed It becomes our very own QUAYSIDE ODYSSEY ndash from Rice Bridge to Reginaldrsquos Tower
Tall Ships Races Waterford 2011 ndash Irelandrsquos Biggest Quayside Party
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Reflecting the energy vibrancy and diversity that the Tall Ships Race brings with it this brand identity creates high impact in its colourful representation of this very special event in Waterfordrsquos 2011 calendar Using a strong festive colour palette to create a fun family friendly feel it
celebrates the coming together of cultures crews and communities 3 distinctive intersecting sail shapes unify to create a singular dynamic Tall Ship iconA strong solid slab-serif font is used to compliment the fluid sail shapes and to clearly identify the location Bluersquos are used in the
text to create some county pride A sense of the fun excitement and energy of this unique festival is encapsulated within this identity which was integrated into all marketing collateral making a striking and memorable brand
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Brand Identity
TOTEM applied the brand identity to a variety of marketing materials from the 106 page A5 Official Programme to the multifunctional Corporate Folder and 5 Sales Inserts which were pitched at securing different levels of sponsorshipA variety of other items were also designed such as postcards menus buntings door stickers and banners
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Marketing Literature
The Tall ShipS RaceS2011 WaTeRfoRd
Official SOuvenir BrOchure
30 june ndash 3 july WATERFORD CiTy iRElAnDSail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE
E50
0
feSt
ival P
rice
OnlY
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
A 48 sheet poster on a mobile ad-van was used in Hartlepool UK the closing destination for the 2010 race to advertise that Waterford would be the start of the Tall Ships Race for 2011In the run up to the race national 48 and 96 sheet posters were used to promote the eventIrelandrsquos largest poster ndash 120 feet wide ndash hangs on Waterfordrsquos North Quays which was used to promote the race to the local people in the 12 months leading to the event It is now used to commemorate the wonderful occasion that was Irelandrsquos Biggest Ever Quayside Party
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Outdoor Advertising
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
30 june ndash 3 july 2011 W A T E R F O R D c i T yw w wWate r fordTa l l Sh ip s R a c e ie
ThE TAll ShipS RAcESP r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
If you love to party then Waterford is the place to be this summer Wersquoll be celebrating the start of an epic sea voyage with fRee live music on the quayside of Irelandrsquos oldest cityWith four days of great entertainment street parties and exciting food stalls therersquos no better excuse for a daytrip So shake a leg Tell your friends and family and get on boardSail Training
International
Presented by Szczecin
THE T
ALL SHIPS RACESfood amp cRafT vIllageS
STReeT TheaTRe
lIve muSIc
gReaT value ShoppIng Waterford Institute of Technology
shake alegat I R e l a N D rsquo s B Ig ge st e V e R qUaYsIDe PaRtY
The primary format for the press ads was a 3 column wide advert that was the full height of the publication [next page] This distinctive shape helped the ad to stand out while also subtly reinforcing the lsquoTallrsquo aspect of the eventThese ads were then amended for a variety of shapes ndash Irish Times front and back page Solus [above] and a reverse L shaped advert [above] for GO the Travel Supplement from the same paper
Press Advertising
All AboArdFOR IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
In July 2011 the worldrsquos most beautiful ships will set sail from
the city of Waterford to embark on an epic sailing race Join us as
we celebrate four days amp nights of fantastic entertainment fun food
and fireworks Tell your friends and family to come home and experience the magic Get on
board and support the festival
Call to the Race Office at 41 The Quay Waterford
or visit
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
WaterfordTallShipsRaceie
shake alegAT IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
If you love to party then Waterford will be the place to be during the
summer of 2011 Wersquoll be celebrating the start of an epic sea voyage with
live music and free concerts right on the quayside Join us for four days
of great entertainment theatre and street parties So shake a leg
Tell your friends and family and get on board
Call to the Race Office at 41 The Quay Waterford
or visit WaterfordTallShipsRaceie
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
WaterfordTallShipsRaceie
shiver metimbers
In June 2011 a spectacular carnival will light up the quayside as the worldrsquos most beautiful ships set
sail on an epic sailing voyage from Waterford city Four days of parades
pageantry and performers will colour the streets as we celebrate
this unique festival and atmosphere on Waterfordrsquos quayside
Tell your friends and family and get on board
Call to the Race Office at 41 The Quay Waterford
or visit
ITrsquoS IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
TOTEM conceived and directed a 30 second TV advert that was aired on the RTE channels for the month of June in the run up to the event We worked in partnership with Nemeton TV who did the production work on the advertSome of the final story board is above and the actual 30 second ad is an mpeg file that accompanies this pdf
TV Advertising
Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency
Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd
Testimonial
SELECTED WORKDOWN SYNDROME IRELAND
SELECTED WORK - NON PROFIT
One of them will have a happy childhood find love and get a well paid job
The other one will too
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 5 15032012 0914
SELECTED WORK - NON PROFIT
Hello My name is JamesAny chance of a cuddle
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 1 15032012 0913
Shersquos my sister
And hersquos my brother
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 6 15032012 0914
wwwdownsyndromeie
Therersquos no place
The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family
Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families
(Sue Buckley amp Ben Sacks 2001)
like home
ldquo
ldquo
DSI Landscape [Snap Frame]indd 7 15032012 0914
wwwdownsyndromeie
Hersquos helpful smart loves a laugh and enjoys life to the full
Just like his son
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 8 15032012 0914
SELECTED WORK - NON PROFIT
2 3
Congratulations
on the Birth of your BaBy
The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness
Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other
There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault
All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development
taBle of Contents
Congratulations 3
feelings and emotions 4
telling Brothers and sisters 6
Down syndrome 7
Question time 9
a Bright future ahead 10
stimulation and Bonding 12
What to ask your Doctor 14
entitlements 18
Down syndrome ireland 20
recommended reading 22
6 7
telling Brothers anD sisters
Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need
Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings
Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things
They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born
They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease
Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated
At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo
DoWn synDrome
Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome
What is a syndrome
A syndrome is a collection of several symptoms and signs that usually occur together
What is a chromosome
Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total
22 23
reCommenDeD reaDing
Down syndromean introduction for parents amp Carers
Cliff Cunningham
a minor adjustment
Andy Merriman
early Communication skills for Children Down syndrome
Libby Kumin
Babies with Down syndrome
Karen Stray-Gendersen
Building healthy minds
Stanley Greenspan MD
it takes two to talk
Jan Pepper amp Elaine Weitzman
This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]
May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members
May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide
aCknoWleDgements
graacuteinne murphy National Resource Team Down Syndrome Ireland
Dr Joan murphy (phd) Health Specialist
annette orsquo neill Down Syndrome Ireland
pat Clarke Chief Executive Down Syndrome Ireland
Clare leonard President Down Syndrome Ireland
Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland
4 5
Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before
feelings anD emotions
People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child
Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers
Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome
Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help
Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops
DaD
At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead
ldquo ldquo
mum
We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too
sister
When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time
aDult With DoWn synDrome
The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person
ldquo
ldquo
ldquo
ldquo
ldquo
ldquo
A publication by Down Syndrome Ireland copy 2011
Parent InformationBooklet
SELECTED WORK - NON PROFIT
SELECTED WORKGORTA
SELECTED WORK - NON PROFIT
Community Oriented Watershed Management
gortarsquos approach
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo capacity
and capability to move towards the achievement of prosperity
Children from the Wayaworr village sit
on the slopes of the Wayaworr water
storage dam In 2008 the existing
excavation was rehabilitated as a
water storage facility through the
ADWAC- gorta partnership The lake
is a deliberate catchment of rainwater
and is used for water for livestock
irrigation for tree planting in the
catchment area and the recharging
of groundwater which benefits wells in
the surrounding villages
Capacity Building and Technical Support
A grader provided by gorta successfully carried out the earthworks for the contour bunds Training
in the operation and maintenance of the heavy machinery was provided to ensure that this activity
will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the
collaboration of an agriculture engineer from Senegal who has provided on-going support and makes
periodic visits These activities are similar to the interventions carried out in Senegal by international
donors including USAID and the World Bank There the construction of two water storage dams with a
capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers
and reduced damage to crops due to improved cattle tracks from the dams to other water resources
In my district 80 of conflicts I address are related to cases between
farmers and cattle owners regarding grazing and drinking points Thanks
to the re-demarcation of the cattle tracks since 2010 I have never
arbitrated any case of such related conflicts
Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda
The programme involved training community members in Chamen village in the manual
construction of gabion boxes required for the reinforcement of the check dams Consequently
the limited availability of these boxes in the country and their high cost are no longer
constraints to the earthwork required for the soil conservation interventions Other livelihood
aspects of the integrated watershed management programme include water harvesting
through the construction of half moons establishment wood lots micro credit schemes in
10 villages rearing of small ruminants such as sheep and poultry and income generation
activities through food processing and marketing and processing of ground nuts and millet by
village cooperatives
We the women of Njonen are no more burdened with the use of mortar
and pestle While we save labour to do other economic activities we also
generate an income from the use of the milling machine
Mallah Jallow President of Njonen Women group
lsquolsquorsquorsquo
The 14 million litres water storage dam near Wayaworr
village in Njaba Kunda The Gambia provides water to
approximately 1200 cattle during the four months of the dry
season Since the construction of the dam there has been
a reduction in the number of conflicts over access to water
sources between farmers and herdsmen
One of the spillways in the 45km retention dyke is used to
control the salt intrusion near Marong Kunda village in Njaba
Kunda the Gambia The rehabilitation of 200 hectares has
supported the production of an extra 100000kg of rice
grown by 300 women
Mallah Jallow President of the
Njonen Women group in Njonen
village the Gambia
lsquolsquorsquorsquo
Programme Development
The implementation of the water resource
management programme with TFCG began
in June 2010 with massive sensitization
to raise awareness on water management
issues for over 30000 people Similar to other
awareness-raising programmes implemented
by TFCG training and sensitization meetings
were attended by a wide range of participants
These included representatives from the local
authorities district officials traditional leaders
and other stakeholders such as NGOs and local
networks Village Natural Resource Committees
(VNRC) farmers women and youth groups and
individuals Posters and t-shirts were distributed
and during a field visit to the project site by
a gorta representative in February 2012 the
participantsrsquo awareness of water management
issues and potential solutions was clearly
evident
Integrated catchment management plans were
developed for the upper Mkolo and Kwebululu
rivers involving all 21 villages Water committee
members were trained in the management of
water resources in order to enable them to
construct and manage the protection of the
springs that deliver water to 16 villages and
will provide safe and clean drinking water
to approximately 10000 people Protection
of the water sources included a wide range
of interventions from small water sources
providing water to 50-100 households to larger
water sources that include gravity delivery and
distribution systems to ensure that community
members have easy access to clean water
within reach The VNRC established in the
catchment area in 1997 received further training
in participatory management of the upper
catchment in order to ensure the quality of the
water and the vegetation that protects these
water sources As the patrolling of the forest
has been carried out by the participatory forest
conservation committees for the past 20 years
the additional water resource protection is a
natural step for these committees Reforestation
efforts have also taken place around the water
sources so as to promote their conservation
A gorta Case Study Tanzania
Eva Lolenzo and Lilian Williams from
Bagamoyo village
in Korogwe district
Tanzania climb up-hill
carrying water from a
spring that supplies
water to 80 households
out of 3400 people
living in the village
The Water Users
Committee received
training on sustainable
management of the
spring
The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since
2008 in Participatory Forest Management (PFM) and other livelihood interventions
such as improved agricultural practices Since 2010 water resource management
has been implemented in Lushoto and Korogwe districts of the Western Usambara
Mountain in Tanzaniarsquos Northeastern region TFCG have been working with
communities in 21 villages in the project area for the last 15 years where they have
been promoting sustainable livelihoods strategies through participatory forest
management improved sustainable agriculture practices rearing of small ruminants
and bee-keeping and aquaculture as income generation activities In 2009 a
participatory situation analysis was carried out by TFCG in Lushoto and Korogwe
districts where results revealed that only 46 of the people in Lushoto and 51 in
Korogwe had access to clean water This was affecting women in particular who had
to travel long distances in mountainous terrain to fetch water
Promoting Conservation
Agricultural Practices
Farmer field schools (FFS) provided training
to 630 farmers (246 women and 384 men) on
improved agriculture techniques that included
irrigation on a small scale Each of the FFS
were trained in improved agriculture techniques
based on conservation agriculture practices
The demonstration plots were developed on
the hillsides in areas where the slope reaches
100 Earth terraces were also constructed
where irrigation basins were formed to cultivate
a diversity of crops such as tomatoes beans
maize ginger cabbages green peppers and
potatoes and the ground was treated with
organic manure Irrigation is currently being
provided by gravity-fed irrigation canals and a
mobile improvised sprinkler Ten drip irrigation
systems of 500 square metres are due to be
placed on the demonstration plots and these will
be accompanied by intensive technical support to
ensure correct operation and maintenance Two
gravity schemes are planned to be rehabilitated
through the project and provide water to over 600
farmers irrigating approximately 450 acres
Complementary Interventions
Other water-related interventions promoted
through the programme include harvesting of
rainwater in 15 schools A total of 7500 students
will have improved access to drinking water
when water is scarce during the dry periods from
March to June and from September to November
The programme also involves participatory forest
management which TFCG have been practicing
since 1985 Tree nurseries were established in
primary schools with support from farmer groups
and it is expected that these trees (firewood and
timber varieties) will be distributed to at least
10000 farmers thus alleviating pressure on the
natural forest A total number of 1500000 trees
are expected to be planted during the three-year
programme
Bee-keeping activities have been practiced by
other communities supported by TFCG in the
Arc range mountains and have had very positive
results Selected community members have
received a total of 300 beehives It is estimated
that one beehive could provide 40 litres of honey
per year which can be sold at a weight value of
6000 Tanzania shillings (TSh) per kg which is
equal to approximately 3 Euro Therefore one
beehive provides an annual income of 240000
TSh (115 Euro) per year The expected total
income to be generated from 300 beehives would
be in the region of 72000000 TSh (33540 Euro)
per year
Participants planting tree saplings at a
Tanzania Forest Conservation Group
tree nursery in the West Usambara
Mountains Tanzania
Hausa and Jaacobo Lucas
irrigate the demonstration
plot that Bagamoyo Farm
Field School (FFS) cultivate
15 women and 15 men have
constructed soil terraces on
a le acre where they cultivate
ginger tomatoes cassava
maize cabbage and beans
Drip irrigation equipment
will soon be installed to
enhance the agriculture
production during the dry
season
SELECTED WORK - NON PROFIT
food prices brief
Brochure_WFDindd 1
12102011 111254
gortarsquos approach
In line with gortarsquos strategy and that of the
Irish Governmentrsquos Hunger Task Force we
recognise the important role smallholder
farmers play as part of the solution It is
essential that the current focus on price
volatility at both national and international
level leads to further investment in the
agriculture sector particularly focusing
on research and new and improved
technologies as well as in social security
in order to support the most vulnerable
gorta is working with local partners in
building their resilience to shocks by
creating safety nets as part of a coping
strategy
gorta is also bridging the gap between
agriculture research and smallholder farmers
We recognise the need to link research
with operations in the field and encourage
smallholder farmersrsquo access to training amp
information improved seed technology and
climate smart agriculture We adopt a model
of integrated community development which
promotes among others the safeguarding of
local biodiversity
gorta believes further
investment needs to be
made in strengthening
bull Research and innovation
bull Climate-smart agriculture
bull Improved seeds and farm management
techniques
bull Watershed management
bull Infrastructure marketing systems
extension and communication services
bull Market information and transparency
bull Protection of indigenous knowledge and
biodiversity
bull Food distribution systems food stocks
and reserves
bull Social safety nets
bull Small holder farmersrsquo active free and
meaningful participation in decision
making
Excessive fluctuations in commodity prices whether in situations
of price increases or price depressions create uncertainties for
farmers This affects decisions regarding agricultural investment
and as such has a long-term impact on world food security
The High Level Panel of Experts on Food Security and Nutrition of the
Committee on World Food Security July 2011
lsquolsquo
rsquorsquo
Brochure_WFDindd 6
12102011 111300
It is crucial to better understand our agricultural system and
it is imperative for research and development to start thinking
about new and sustainable approaches to improving the
quality safety and variety of food produced and consumed
around the world
Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International
Women selling grain at a marketplace
in Ghana
lsquolsquo
rsquorsquo
Brochure_WFDindd 7
12102011 111301
The issueldquoSmall import-dependent countries especially
in Africa were deeply affected by the food and
economic crises Some large countries were
able to insulate their markets from the crisis
through restrictive trade policies and protect
their consumers through safety nets However
trade insulation increased prices and volatility in
international marketsrdquo (FAO The State of Food
Insecurity in the World 2011)
The situation which brought about the 2011 food
price increase has some similarities to that which
led to the 20072008 global food crisis described
above during which FAO estimated that the
number of undernourished people increased
by 170 million in the period from 2007-2009
(FAO 2009) The situation was triggered by a
reduction in the levels of global grain stocks
higher oil prices increased financial investments
in agricultural commodities (WB and IMF 2011)
and an increase in international prices across
same According to the Committee on World
Food Security (CFS) High Level Panel of Experts
on Food Security and Nutrition (July 2011) since
2007 the volatility of food prices and the number
of countries effected by it has increased
The Food and Agriculture Organization of the
United Nations (FAO) publishes a monthly
Food Price Index which is viewed as a global
benchmark for food price trends and reports on
five food commodities cereals oilseeds sugar
dairy and meat According to it while global
food prices fell slightly in September 2011 due
largely to the global economic slowdown prices
across the five commodities remain high and are
still above those of 2010 (FAO 2011) The State
of Food Insecurity in the World 2011 an annual
global hunger report published jointly by FAO the
International Fund for Agricultural Development
(IFAD) and the World Food Programme (WFP)
predicts that high and volatile food prices will
persist with food importing countries especially
in Africa mostly at risk
Since the 20072008 price spike there has
been international recognition that investment
in agriculture at both micro and macro levels is
necessary to mitigate against further food price
volatility At the same time agriculture needs
to be viewed within a holistic multi-sectoral
framework Diversifying on-farm and off-farm
activities enables smallholder farmers to reduce
their risk and vulnerability to shocks Access to
market and commodity price information at the
right time remains critical for farmers in order for
them to plant accordingly
What are the factors involved
Among factors relating to food price volatility
are weather variability trade policies (including
export restrictions and bans) increasing oil
prices and the emergence of new financial
investors which are all likely to persist Each of
these highlights the urgent need to focus on
the drivers of food prices and to find long-term
sustainable solutions Other relevant elements
include the shift in the quality of demand for
foods that are more intensive in grains such as
meat and dairy the trade-off between grains
for food feed and biofuels population growth
ndash with figures set to rise to approximately 82
billion by 2030 (UN 2005) ndash and the reduction in
agriculture productivity All of these elements put
further pressure on an already under-invested
sector and on limited resources
Who is affected and how
Despite vast agricultural potential many African
countries are significant net food importers with
high food prices therefore having an immediate
impact on poor householdsrsquo purchasing
power and income share going to food With
approximately 60-80 percent of a householdrsquos
income spent on food any sudden and high
increase in food prices can result in severe
threats to food and nutrition security pushing
families deeper into poverty and hunger This
consequently impacts on their access to other
services such as health care and education
Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos
Farming Communities
Brochure_WFDindd 4
12102011 111259
A group of women hold up a bundle
of harvested ginger produce as part
of a Tanzanian Organic Agriculture
Movement initiative in Mnasi Tanzania
gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to
ginger production to breathe new life into previously struggling livelihoods Livelihoods in the
Korogwe District have dramatically improved since the intervention of gorta and TOAM with
the ginger crop last year outstripping the maize staple crop by four times Participants in the
programme can sell on their ginger harvests and with the proceeds are then able to invest in
other areas
TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining
a higher price and then informing them of the international market opportunities available for
the organic products TOAM also educates and trains the farmers to improve the quality of the
crop and gain certification so their produce will receive a fairer price
The gortaTOAM partnership provides expertise and training in ginger production helping
people in the local communities to become self-sufficient This in turn allows them to escape
poverty educate their children diversify their income into different farming areas and look
towards building a better life for themselves
Case Study Tanzanian Organic Agriculture Movement
Brochure_WFDindd 5
12102011 111259
Goretti Nakana sorts through her
crop of Irish potatoes Goretti is a
participant in the gortaEMESCO
programme in the Kibaale District
in Uganda which is currently being
implemented across 60 communities
and incorporates agriculture health
and water security
Brochure_WFDindd 2
12102011 111256
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo
capacity and capability to move towards the achievement of
prosperity ndash in this sense entrepreneurial development is key
Brochure_WFDindd 3
12102011 111259
SELECTED WORK - NON PROFIT
Annual Report 2010
Untitled-1 1
12082011 104455
About gorta 4
Foreward from the Chairman 6
CEos Message 8
Patron and Board Members 10
our Vision Mission and Values 12
Our Work ndash At Home 16
Hunger Secretariat and World
Food Day 18
Donor Engagement and
Communications 19
Fundraising 20
Networks 22
Stop Climate Chaos 24
International Alliance Against Hunger 25
Our Work ndash Overseas 26
Health 28
Education 30
Livelihoods 32
Water 34
Food 36
Accounts 38
Annual Financial statements 2010 40
cOntents
Photo caption to be placed
here Photo caption to be
placed here
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19
Our countries
Rosie Sambo Zagwa Million Dorothy Msonkho past
students of Bunda College of Agriculture Malawi
Rebecca Amukhoye of gorta speaks to particpants at the
Watershed Management Workshop in Mukono Uganda
Paticipants at the Watershed Management workshop in
Mukono Uganda
Pamela Nasimnu and William Keyah at the gorta funded
Baraka College Kenya
Uganda
bull Population 338
million
bull Life expectancy at
birth 541 years
Uganda has one of the highest
population growth rates in the world
with 26 living in chronic poverty As
one of Gortarsquos programme countries
since 1965 Uganda was designated as
a Gorta country of focus in 20078 The
elimination of poverty and hunger and the
creation of prosperous futures for the poorest
communities are part of Gortarsquos vision As
with each of our countries of focus Gorta
recognises that it is essential to work with
local district government officers and in line
with the National Development in order to
align their development efforts and to create
sustainable programmes that are owned by
the local communities Gortarsquos main focus in
Uganda has been on food security with an aim
to increase access to markets for smallholder
farmers while also working with local
partners on improving water and sanitation
and increasing awareness and access to
treatments of people living with HIVAids
Zambia
bullPopulation 132
million
bullLife expectancy at
birth 473 years
Decades of
economic decline
and neglect of
infrastructure
and services have
impacted heavily on
Zambiarsquos population of 115
million with 45 of the population ndash
52 million individuals ndash undernourished (FAo
2010) Gortarsquos involvement in Zambia has
been to five target areas where it is currently
working with local organisations on training
for beekeeping watershed management area
rehabilitation income generation and with
differently-abled groups
Kenya
bull Population 409 million
bull Life expectancy at birth 556 years
Kenyarsquos population is largely rural based
and rely on smallholder agriculture for their
livelihoods Unpredictable rainfall due to
climate change is having a significantly
negative effect on the food security status of
the country ndash droughts are on the rise placing
millions of Kenyans at risk of malnutrition
and starvation Gorta recognises the need
for training for smallholder farmers to adapt
their farming methods to a changing climate
Having been working in the country since the
mid-seventies and Kenya was designated as
a country of Gortarsquos focus in 20078 Gortarsquos
involvement was initially through small faith-
based organisations but recently we have
engaged with more strategic local partners
with the potential to scale-up and scale-out
Gortarsquos main area of work in Kenya is centred
on agricultural training and food security
through improved methods of agriculture
production
Malawi
bull Population 157 million
bull Life expectancy at birth 546 years
The Republic of Malawi is currently ranked
153 out of 169 on the Human Development
Index (2010) The majority of its population
of 123 million live below the poverty line
and about 83 of the people live in rural
areas with low access to basic health and
education services Agricultural production
is the mainstay of Malawirsquos economy
but landholdings are small leading to
encroachment on marginal lands and
increased erosion These conditions
combined with the high incidence of HIV
AIDS make the poor highly vulnerable
to effects of natural disasters and food
insecurity Gorta first began working in
Malawi in 2005 our focus of work is on water
and food security borehole rehabilitation
sanitation and hygiene irrigation schemes
exchange visits short training courses and the
promotion of self help groups
tanzania
bull Population 45 million
bull Life expectancy at birth 569 years
Climate change is already having an impact
on Tanzania and is likely to further affect
the country with increased temperatures
and lower rainfall which affects agriculture
forests water and coastal resources and
human health Tanzania became a country of
focus for Gorta in 2007 together with Kenya
Uganda Malawi and Zambia Since then
most of our programmes are concentrated
in the Northern regions of the country from
Lake Victoria to the Coast and include Mara
Arusha Manyara Kilimanjaro and Tanga
regions Gortarsquos programmes in Tanzania
focus specifically on maintaining and
improving forest conservation water security
projects and improving livelihoods through
income-generating schemes
ZAMBIA
UGANDA
Population and life expectancy statistics taken from the Human Development Report 2010
United Nations Development Programmes (UNDP)
KENYA
MALAWI
TANZANIA
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51
Financial Highlights 1 Where our money comes from
Donations and Fundraising
Income 5192
Trading Activities Income 936
Investment Income 596
Revenue based grants 178
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
2 How your money gets spent
Programmes Costs Including
Advocacy 7207
Costs of Generating Trading
Income 850
Governance Costs and
Currency Loss 42
Costs of Generating
Voluntary Income 1057
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
3 Breakdown of Fundraising
Income
Committed giving 4645
Legacies 159
Committee income 106
General donations 282
Gift in Kind 10
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
4 split of Grant Income by Donor
Irish Aid 150
Department of Agriculture
Fisheries and Food 19
Enterprise Ireland 975
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
5 split of Programmes spend
by country
Uganda 2276
Malawi 2053
Zambia 1109
Tanzania 710
Kenya 285
India 89
Haiti 52
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
6 split of Programmes spend by
thematic Area
Food Security 2407
Livelihoods 1927
Water and Sanitation 1247
Health 349
Education 295
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011
CASE STUDYTHE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience
The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope
The Hotel
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
Website
SELECTED WORKTopaz
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd
Testimonial
CASE STUDYWATERFORD AIRPORT
CASE STUDY - WATERFORD AIRPORT
Website
CASE STUDY - WATERFORD AIRPORT
Web Banners
CASE STUDY - WATERFORD AIRPORT
Facebook Marketing
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
SELECTED WORK - HOSPITALITYLIESURE
CASE STUDYTHE TALL SHIPS RACES WATERFORD 2011
The Big Idea ndash A Quayside OdysseyThe high seas have always offered the promise of adventure and an opportunity to experience people places and ideas beyond the realms of our own every day existence Any voyage aboard a tall ship now as then gives us the chance to set off on an epic voyage of self discovery and adventure
But what happens on the quayside As a very special gathering of the fleet the Tall Ships Races still offer us a unique chance to experience something completely different ndash even though
we may never set sail We get to explore new things see rare and beautiful sights tall ships at close quarters meet new people and learn a little about the worldMusic crafts food fireworks people dancing FUN FUN FUN and the ships themselves all pay their part in making our journey through the Tall Ships Race very very special indeed It becomes our very own QUAYSIDE ODYSSEY ndash from Rice Bridge to Reginaldrsquos Tower
Tall Ships Races Waterford 2011 ndash Irelandrsquos Biggest Quayside Party
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Reflecting the energy vibrancy and diversity that the Tall Ships Race brings with it this brand identity creates high impact in its colourful representation of this very special event in Waterfordrsquos 2011 calendar Using a strong festive colour palette to create a fun family friendly feel it
celebrates the coming together of cultures crews and communities 3 distinctive intersecting sail shapes unify to create a singular dynamic Tall Ship iconA strong solid slab-serif font is used to compliment the fluid sail shapes and to clearly identify the location Bluersquos are used in the
text to create some county pride A sense of the fun excitement and energy of this unique festival is encapsulated within this identity which was integrated into all marketing collateral making a striking and memorable brand
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Brand Identity
TOTEM applied the brand identity to a variety of marketing materials from the 106 page A5 Official Programme to the multifunctional Corporate Folder and 5 Sales Inserts which were pitched at securing different levels of sponsorshipA variety of other items were also designed such as postcards menus buntings door stickers and banners
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Marketing Literature
The Tall ShipS RaceS2011 WaTeRfoRd
Official SOuvenir BrOchure
30 june ndash 3 july WATERFORD CiTy iRElAnDSail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE
E50
0
feSt
ival P
rice
OnlY
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
A 48 sheet poster on a mobile ad-van was used in Hartlepool UK the closing destination for the 2010 race to advertise that Waterford would be the start of the Tall Ships Race for 2011In the run up to the race national 48 and 96 sheet posters were used to promote the eventIrelandrsquos largest poster ndash 120 feet wide ndash hangs on Waterfordrsquos North Quays which was used to promote the race to the local people in the 12 months leading to the event It is now used to commemorate the wonderful occasion that was Irelandrsquos Biggest Ever Quayside Party
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Outdoor Advertising
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
30 june ndash 3 july 2011 W A T E R F O R D c i T yw w wWate r fordTa l l Sh ip s R a c e ie
ThE TAll ShipS RAcESP r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
If you love to party then Waterford is the place to be this summer Wersquoll be celebrating the start of an epic sea voyage with fRee live music on the quayside of Irelandrsquos oldest cityWith four days of great entertainment street parties and exciting food stalls therersquos no better excuse for a daytrip So shake a leg Tell your friends and family and get on boardSail Training
International
Presented by Szczecin
THE T
ALL SHIPS RACESfood amp cRafT vIllageS
STReeT TheaTRe
lIve muSIc
gReaT value ShoppIng Waterford Institute of Technology
shake alegat I R e l a N D rsquo s B Ig ge st e V e R qUaYsIDe PaRtY
The primary format for the press ads was a 3 column wide advert that was the full height of the publication [next page] This distinctive shape helped the ad to stand out while also subtly reinforcing the lsquoTallrsquo aspect of the eventThese ads were then amended for a variety of shapes ndash Irish Times front and back page Solus [above] and a reverse L shaped advert [above] for GO the Travel Supplement from the same paper
Press Advertising
All AboArdFOR IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
In July 2011 the worldrsquos most beautiful ships will set sail from
the city of Waterford to embark on an epic sailing race Join us as
we celebrate four days amp nights of fantastic entertainment fun food
and fireworks Tell your friends and family to come home and experience the magic Get on
board and support the festival
Call to the Race Office at 41 The Quay Waterford
or visit
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
WaterfordTallShipsRaceie
shake alegAT IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
If you love to party then Waterford will be the place to be during the
summer of 2011 Wersquoll be celebrating the start of an epic sea voyage with
live music and free concerts right on the quayside Join us for four days
of great entertainment theatre and street parties So shake a leg
Tell your friends and family and get on board
Call to the Race Office at 41 The Quay Waterford
or visit WaterfordTallShipsRaceie
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
WaterfordTallShipsRaceie
shiver metimbers
In June 2011 a spectacular carnival will light up the quayside as the worldrsquos most beautiful ships set
sail on an epic sailing voyage from Waterford city Four days of parades
pageantry and performers will colour the streets as we celebrate
this unique festival and atmosphere on Waterfordrsquos quayside
Tell your friends and family and get on board
Call to the Race Office at 41 The Quay Waterford
or visit
ITrsquoS IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
TOTEM conceived and directed a 30 second TV advert that was aired on the RTE channels for the month of June in the run up to the event We worked in partnership with Nemeton TV who did the production work on the advertSome of the final story board is above and the actual 30 second ad is an mpeg file that accompanies this pdf
TV Advertising
Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency
Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd
Testimonial
SELECTED WORKDOWN SYNDROME IRELAND
SELECTED WORK - NON PROFIT
One of them will have a happy childhood find love and get a well paid job
The other one will too
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 5 15032012 0914
SELECTED WORK - NON PROFIT
Hello My name is JamesAny chance of a cuddle
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 1 15032012 0913
Shersquos my sister
And hersquos my brother
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 6 15032012 0914
wwwdownsyndromeie
Therersquos no place
The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family
Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families
(Sue Buckley amp Ben Sacks 2001)
like home
ldquo
ldquo
DSI Landscape [Snap Frame]indd 7 15032012 0914
wwwdownsyndromeie
Hersquos helpful smart loves a laugh and enjoys life to the full
Just like his son
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 8 15032012 0914
SELECTED WORK - NON PROFIT
2 3
Congratulations
on the Birth of your BaBy
The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness
Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other
There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault
All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development
taBle of Contents
Congratulations 3
feelings and emotions 4
telling Brothers and sisters 6
Down syndrome 7
Question time 9
a Bright future ahead 10
stimulation and Bonding 12
What to ask your Doctor 14
entitlements 18
Down syndrome ireland 20
recommended reading 22
6 7
telling Brothers anD sisters
Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need
Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings
Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things
They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born
They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease
Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated
At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo
DoWn synDrome
Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome
What is a syndrome
A syndrome is a collection of several symptoms and signs that usually occur together
What is a chromosome
Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total
22 23
reCommenDeD reaDing
Down syndromean introduction for parents amp Carers
Cliff Cunningham
a minor adjustment
Andy Merriman
early Communication skills for Children Down syndrome
Libby Kumin
Babies with Down syndrome
Karen Stray-Gendersen
Building healthy minds
Stanley Greenspan MD
it takes two to talk
Jan Pepper amp Elaine Weitzman
This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]
May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members
May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide
aCknoWleDgements
graacuteinne murphy National Resource Team Down Syndrome Ireland
Dr Joan murphy (phd) Health Specialist
annette orsquo neill Down Syndrome Ireland
pat Clarke Chief Executive Down Syndrome Ireland
Clare leonard President Down Syndrome Ireland
Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland
4 5
Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before
feelings anD emotions
People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child
Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers
Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome
Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help
Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops
DaD
At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead
ldquo ldquo
mum
We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too
sister
When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time
aDult With DoWn synDrome
The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person
ldquo
ldquo
ldquo
ldquo
ldquo
ldquo
A publication by Down Syndrome Ireland copy 2011
Parent InformationBooklet
SELECTED WORK - NON PROFIT
SELECTED WORKGORTA
SELECTED WORK - NON PROFIT
Community Oriented Watershed Management
gortarsquos approach
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo capacity
and capability to move towards the achievement of prosperity
Children from the Wayaworr village sit
on the slopes of the Wayaworr water
storage dam In 2008 the existing
excavation was rehabilitated as a
water storage facility through the
ADWAC- gorta partnership The lake
is a deliberate catchment of rainwater
and is used for water for livestock
irrigation for tree planting in the
catchment area and the recharging
of groundwater which benefits wells in
the surrounding villages
Capacity Building and Technical Support
A grader provided by gorta successfully carried out the earthworks for the contour bunds Training
in the operation and maintenance of the heavy machinery was provided to ensure that this activity
will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the
collaboration of an agriculture engineer from Senegal who has provided on-going support and makes
periodic visits These activities are similar to the interventions carried out in Senegal by international
donors including USAID and the World Bank There the construction of two water storage dams with a
capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers
and reduced damage to crops due to improved cattle tracks from the dams to other water resources
In my district 80 of conflicts I address are related to cases between
farmers and cattle owners regarding grazing and drinking points Thanks
to the re-demarcation of the cattle tracks since 2010 I have never
arbitrated any case of such related conflicts
Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda
The programme involved training community members in Chamen village in the manual
construction of gabion boxes required for the reinforcement of the check dams Consequently
the limited availability of these boxes in the country and their high cost are no longer
constraints to the earthwork required for the soil conservation interventions Other livelihood
aspects of the integrated watershed management programme include water harvesting
through the construction of half moons establishment wood lots micro credit schemes in
10 villages rearing of small ruminants such as sheep and poultry and income generation
activities through food processing and marketing and processing of ground nuts and millet by
village cooperatives
We the women of Njonen are no more burdened with the use of mortar
and pestle While we save labour to do other economic activities we also
generate an income from the use of the milling machine
Mallah Jallow President of Njonen Women group
lsquolsquorsquorsquo
The 14 million litres water storage dam near Wayaworr
village in Njaba Kunda The Gambia provides water to
approximately 1200 cattle during the four months of the dry
season Since the construction of the dam there has been
a reduction in the number of conflicts over access to water
sources between farmers and herdsmen
One of the spillways in the 45km retention dyke is used to
control the salt intrusion near Marong Kunda village in Njaba
Kunda the Gambia The rehabilitation of 200 hectares has
supported the production of an extra 100000kg of rice
grown by 300 women
Mallah Jallow President of the
Njonen Women group in Njonen
village the Gambia
lsquolsquorsquorsquo
Programme Development
The implementation of the water resource
management programme with TFCG began
in June 2010 with massive sensitization
to raise awareness on water management
issues for over 30000 people Similar to other
awareness-raising programmes implemented
by TFCG training and sensitization meetings
were attended by a wide range of participants
These included representatives from the local
authorities district officials traditional leaders
and other stakeholders such as NGOs and local
networks Village Natural Resource Committees
(VNRC) farmers women and youth groups and
individuals Posters and t-shirts were distributed
and during a field visit to the project site by
a gorta representative in February 2012 the
participantsrsquo awareness of water management
issues and potential solutions was clearly
evident
Integrated catchment management plans were
developed for the upper Mkolo and Kwebululu
rivers involving all 21 villages Water committee
members were trained in the management of
water resources in order to enable them to
construct and manage the protection of the
springs that deliver water to 16 villages and
will provide safe and clean drinking water
to approximately 10000 people Protection
of the water sources included a wide range
of interventions from small water sources
providing water to 50-100 households to larger
water sources that include gravity delivery and
distribution systems to ensure that community
members have easy access to clean water
within reach The VNRC established in the
catchment area in 1997 received further training
in participatory management of the upper
catchment in order to ensure the quality of the
water and the vegetation that protects these
water sources As the patrolling of the forest
has been carried out by the participatory forest
conservation committees for the past 20 years
the additional water resource protection is a
natural step for these committees Reforestation
efforts have also taken place around the water
sources so as to promote their conservation
A gorta Case Study Tanzania
Eva Lolenzo and Lilian Williams from
Bagamoyo village
in Korogwe district
Tanzania climb up-hill
carrying water from a
spring that supplies
water to 80 households
out of 3400 people
living in the village
The Water Users
Committee received
training on sustainable
management of the
spring
The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since
2008 in Participatory Forest Management (PFM) and other livelihood interventions
such as improved agricultural practices Since 2010 water resource management
has been implemented in Lushoto and Korogwe districts of the Western Usambara
Mountain in Tanzaniarsquos Northeastern region TFCG have been working with
communities in 21 villages in the project area for the last 15 years where they have
been promoting sustainable livelihoods strategies through participatory forest
management improved sustainable agriculture practices rearing of small ruminants
and bee-keeping and aquaculture as income generation activities In 2009 a
participatory situation analysis was carried out by TFCG in Lushoto and Korogwe
districts where results revealed that only 46 of the people in Lushoto and 51 in
Korogwe had access to clean water This was affecting women in particular who had
to travel long distances in mountainous terrain to fetch water
Promoting Conservation
Agricultural Practices
Farmer field schools (FFS) provided training
to 630 farmers (246 women and 384 men) on
improved agriculture techniques that included
irrigation on a small scale Each of the FFS
were trained in improved agriculture techniques
based on conservation agriculture practices
The demonstration plots were developed on
the hillsides in areas where the slope reaches
100 Earth terraces were also constructed
where irrigation basins were formed to cultivate
a diversity of crops such as tomatoes beans
maize ginger cabbages green peppers and
potatoes and the ground was treated with
organic manure Irrigation is currently being
provided by gravity-fed irrigation canals and a
mobile improvised sprinkler Ten drip irrigation
systems of 500 square metres are due to be
placed on the demonstration plots and these will
be accompanied by intensive technical support to
ensure correct operation and maintenance Two
gravity schemes are planned to be rehabilitated
through the project and provide water to over 600
farmers irrigating approximately 450 acres
Complementary Interventions
Other water-related interventions promoted
through the programme include harvesting of
rainwater in 15 schools A total of 7500 students
will have improved access to drinking water
when water is scarce during the dry periods from
March to June and from September to November
The programme also involves participatory forest
management which TFCG have been practicing
since 1985 Tree nurseries were established in
primary schools with support from farmer groups
and it is expected that these trees (firewood and
timber varieties) will be distributed to at least
10000 farmers thus alleviating pressure on the
natural forest A total number of 1500000 trees
are expected to be planted during the three-year
programme
Bee-keeping activities have been practiced by
other communities supported by TFCG in the
Arc range mountains and have had very positive
results Selected community members have
received a total of 300 beehives It is estimated
that one beehive could provide 40 litres of honey
per year which can be sold at a weight value of
6000 Tanzania shillings (TSh) per kg which is
equal to approximately 3 Euro Therefore one
beehive provides an annual income of 240000
TSh (115 Euro) per year The expected total
income to be generated from 300 beehives would
be in the region of 72000000 TSh (33540 Euro)
per year
Participants planting tree saplings at a
Tanzania Forest Conservation Group
tree nursery in the West Usambara
Mountains Tanzania
Hausa and Jaacobo Lucas
irrigate the demonstration
plot that Bagamoyo Farm
Field School (FFS) cultivate
15 women and 15 men have
constructed soil terraces on
a le acre where they cultivate
ginger tomatoes cassava
maize cabbage and beans
Drip irrigation equipment
will soon be installed to
enhance the agriculture
production during the dry
season
SELECTED WORK - NON PROFIT
food prices brief
Brochure_WFDindd 1
12102011 111254
gortarsquos approach
In line with gortarsquos strategy and that of the
Irish Governmentrsquos Hunger Task Force we
recognise the important role smallholder
farmers play as part of the solution It is
essential that the current focus on price
volatility at both national and international
level leads to further investment in the
agriculture sector particularly focusing
on research and new and improved
technologies as well as in social security
in order to support the most vulnerable
gorta is working with local partners in
building their resilience to shocks by
creating safety nets as part of a coping
strategy
gorta is also bridging the gap between
agriculture research and smallholder farmers
We recognise the need to link research
with operations in the field and encourage
smallholder farmersrsquo access to training amp
information improved seed technology and
climate smart agriculture We adopt a model
of integrated community development which
promotes among others the safeguarding of
local biodiversity
gorta believes further
investment needs to be
made in strengthening
bull Research and innovation
bull Climate-smart agriculture
bull Improved seeds and farm management
techniques
bull Watershed management
bull Infrastructure marketing systems
extension and communication services
bull Market information and transparency
bull Protection of indigenous knowledge and
biodiversity
bull Food distribution systems food stocks
and reserves
bull Social safety nets
bull Small holder farmersrsquo active free and
meaningful participation in decision
making
Excessive fluctuations in commodity prices whether in situations
of price increases or price depressions create uncertainties for
farmers This affects decisions regarding agricultural investment
and as such has a long-term impact on world food security
The High Level Panel of Experts on Food Security and Nutrition of the
Committee on World Food Security July 2011
lsquolsquo
rsquorsquo
Brochure_WFDindd 6
12102011 111300
It is crucial to better understand our agricultural system and
it is imperative for research and development to start thinking
about new and sustainable approaches to improving the
quality safety and variety of food produced and consumed
around the world
Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International
Women selling grain at a marketplace
in Ghana
lsquolsquo
rsquorsquo
Brochure_WFDindd 7
12102011 111301
The issueldquoSmall import-dependent countries especially
in Africa were deeply affected by the food and
economic crises Some large countries were
able to insulate their markets from the crisis
through restrictive trade policies and protect
their consumers through safety nets However
trade insulation increased prices and volatility in
international marketsrdquo (FAO The State of Food
Insecurity in the World 2011)
The situation which brought about the 2011 food
price increase has some similarities to that which
led to the 20072008 global food crisis described
above during which FAO estimated that the
number of undernourished people increased
by 170 million in the period from 2007-2009
(FAO 2009) The situation was triggered by a
reduction in the levels of global grain stocks
higher oil prices increased financial investments
in agricultural commodities (WB and IMF 2011)
and an increase in international prices across
same According to the Committee on World
Food Security (CFS) High Level Panel of Experts
on Food Security and Nutrition (July 2011) since
2007 the volatility of food prices and the number
of countries effected by it has increased
The Food and Agriculture Organization of the
United Nations (FAO) publishes a monthly
Food Price Index which is viewed as a global
benchmark for food price trends and reports on
five food commodities cereals oilseeds sugar
dairy and meat According to it while global
food prices fell slightly in September 2011 due
largely to the global economic slowdown prices
across the five commodities remain high and are
still above those of 2010 (FAO 2011) The State
of Food Insecurity in the World 2011 an annual
global hunger report published jointly by FAO the
International Fund for Agricultural Development
(IFAD) and the World Food Programme (WFP)
predicts that high and volatile food prices will
persist with food importing countries especially
in Africa mostly at risk
Since the 20072008 price spike there has
been international recognition that investment
in agriculture at both micro and macro levels is
necessary to mitigate against further food price
volatility At the same time agriculture needs
to be viewed within a holistic multi-sectoral
framework Diversifying on-farm and off-farm
activities enables smallholder farmers to reduce
their risk and vulnerability to shocks Access to
market and commodity price information at the
right time remains critical for farmers in order for
them to plant accordingly
What are the factors involved
Among factors relating to food price volatility
are weather variability trade policies (including
export restrictions and bans) increasing oil
prices and the emergence of new financial
investors which are all likely to persist Each of
these highlights the urgent need to focus on
the drivers of food prices and to find long-term
sustainable solutions Other relevant elements
include the shift in the quality of demand for
foods that are more intensive in grains such as
meat and dairy the trade-off between grains
for food feed and biofuels population growth
ndash with figures set to rise to approximately 82
billion by 2030 (UN 2005) ndash and the reduction in
agriculture productivity All of these elements put
further pressure on an already under-invested
sector and on limited resources
Who is affected and how
Despite vast agricultural potential many African
countries are significant net food importers with
high food prices therefore having an immediate
impact on poor householdsrsquo purchasing
power and income share going to food With
approximately 60-80 percent of a householdrsquos
income spent on food any sudden and high
increase in food prices can result in severe
threats to food and nutrition security pushing
families deeper into poverty and hunger This
consequently impacts on their access to other
services such as health care and education
Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos
Farming Communities
Brochure_WFDindd 4
12102011 111259
A group of women hold up a bundle
of harvested ginger produce as part
of a Tanzanian Organic Agriculture
Movement initiative in Mnasi Tanzania
gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to
ginger production to breathe new life into previously struggling livelihoods Livelihoods in the
Korogwe District have dramatically improved since the intervention of gorta and TOAM with
the ginger crop last year outstripping the maize staple crop by four times Participants in the
programme can sell on their ginger harvests and with the proceeds are then able to invest in
other areas
TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining
a higher price and then informing them of the international market opportunities available for
the organic products TOAM also educates and trains the farmers to improve the quality of the
crop and gain certification so their produce will receive a fairer price
The gortaTOAM partnership provides expertise and training in ginger production helping
people in the local communities to become self-sufficient This in turn allows them to escape
poverty educate their children diversify their income into different farming areas and look
towards building a better life for themselves
Case Study Tanzanian Organic Agriculture Movement
Brochure_WFDindd 5
12102011 111259
Goretti Nakana sorts through her
crop of Irish potatoes Goretti is a
participant in the gortaEMESCO
programme in the Kibaale District
in Uganda which is currently being
implemented across 60 communities
and incorporates agriculture health
and water security
Brochure_WFDindd 2
12102011 111256
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo
capacity and capability to move towards the achievement of
prosperity ndash in this sense entrepreneurial development is key
Brochure_WFDindd 3
12102011 111259
SELECTED WORK - NON PROFIT
Annual Report 2010
Untitled-1 1
12082011 104455
About gorta 4
Foreward from the Chairman 6
CEos Message 8
Patron and Board Members 10
our Vision Mission and Values 12
Our Work ndash At Home 16
Hunger Secretariat and World
Food Day 18
Donor Engagement and
Communications 19
Fundraising 20
Networks 22
Stop Climate Chaos 24
International Alliance Against Hunger 25
Our Work ndash Overseas 26
Health 28
Education 30
Livelihoods 32
Water 34
Food 36
Accounts 38
Annual Financial statements 2010 40
cOntents
Photo caption to be placed
here Photo caption to be
placed here
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19
Our countries
Rosie Sambo Zagwa Million Dorothy Msonkho past
students of Bunda College of Agriculture Malawi
Rebecca Amukhoye of gorta speaks to particpants at the
Watershed Management Workshop in Mukono Uganda
Paticipants at the Watershed Management workshop in
Mukono Uganda
Pamela Nasimnu and William Keyah at the gorta funded
Baraka College Kenya
Uganda
bull Population 338
million
bull Life expectancy at
birth 541 years
Uganda has one of the highest
population growth rates in the world
with 26 living in chronic poverty As
one of Gortarsquos programme countries
since 1965 Uganda was designated as
a Gorta country of focus in 20078 The
elimination of poverty and hunger and the
creation of prosperous futures for the poorest
communities are part of Gortarsquos vision As
with each of our countries of focus Gorta
recognises that it is essential to work with
local district government officers and in line
with the National Development in order to
align their development efforts and to create
sustainable programmes that are owned by
the local communities Gortarsquos main focus in
Uganda has been on food security with an aim
to increase access to markets for smallholder
farmers while also working with local
partners on improving water and sanitation
and increasing awareness and access to
treatments of people living with HIVAids
Zambia
bullPopulation 132
million
bullLife expectancy at
birth 473 years
Decades of
economic decline
and neglect of
infrastructure
and services have
impacted heavily on
Zambiarsquos population of 115
million with 45 of the population ndash
52 million individuals ndash undernourished (FAo
2010) Gortarsquos involvement in Zambia has
been to five target areas where it is currently
working with local organisations on training
for beekeeping watershed management area
rehabilitation income generation and with
differently-abled groups
Kenya
bull Population 409 million
bull Life expectancy at birth 556 years
Kenyarsquos population is largely rural based
and rely on smallholder agriculture for their
livelihoods Unpredictable rainfall due to
climate change is having a significantly
negative effect on the food security status of
the country ndash droughts are on the rise placing
millions of Kenyans at risk of malnutrition
and starvation Gorta recognises the need
for training for smallholder farmers to adapt
their farming methods to a changing climate
Having been working in the country since the
mid-seventies and Kenya was designated as
a country of Gortarsquos focus in 20078 Gortarsquos
involvement was initially through small faith-
based organisations but recently we have
engaged with more strategic local partners
with the potential to scale-up and scale-out
Gortarsquos main area of work in Kenya is centred
on agricultural training and food security
through improved methods of agriculture
production
Malawi
bull Population 157 million
bull Life expectancy at birth 546 years
The Republic of Malawi is currently ranked
153 out of 169 on the Human Development
Index (2010) The majority of its population
of 123 million live below the poverty line
and about 83 of the people live in rural
areas with low access to basic health and
education services Agricultural production
is the mainstay of Malawirsquos economy
but landholdings are small leading to
encroachment on marginal lands and
increased erosion These conditions
combined with the high incidence of HIV
AIDS make the poor highly vulnerable
to effects of natural disasters and food
insecurity Gorta first began working in
Malawi in 2005 our focus of work is on water
and food security borehole rehabilitation
sanitation and hygiene irrigation schemes
exchange visits short training courses and the
promotion of self help groups
tanzania
bull Population 45 million
bull Life expectancy at birth 569 years
Climate change is already having an impact
on Tanzania and is likely to further affect
the country with increased temperatures
and lower rainfall which affects agriculture
forests water and coastal resources and
human health Tanzania became a country of
focus for Gorta in 2007 together with Kenya
Uganda Malawi and Zambia Since then
most of our programmes are concentrated
in the Northern regions of the country from
Lake Victoria to the Coast and include Mara
Arusha Manyara Kilimanjaro and Tanga
regions Gortarsquos programmes in Tanzania
focus specifically on maintaining and
improving forest conservation water security
projects and improving livelihoods through
income-generating schemes
ZAMBIA
UGANDA
Population and life expectancy statistics taken from the Human Development Report 2010
United Nations Development Programmes (UNDP)
KENYA
MALAWI
TANZANIA
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51
Financial Highlights 1 Where our money comes from
Donations and Fundraising
Income 5192
Trading Activities Income 936
Investment Income 596
Revenue based grants 178
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
2 How your money gets spent
Programmes Costs Including
Advocacy 7207
Costs of Generating Trading
Income 850
Governance Costs and
Currency Loss 42
Costs of Generating
Voluntary Income 1057
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
3 Breakdown of Fundraising
Income
Committed giving 4645
Legacies 159
Committee income 106
General donations 282
Gift in Kind 10
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
4 split of Grant Income by Donor
Irish Aid 150
Department of Agriculture
Fisheries and Food 19
Enterprise Ireland 975
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
5 split of Programmes spend
by country
Uganda 2276
Malawi 2053
Zambia 1109
Tanzania 710
Kenya 285
India 89
Haiti 52
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
6 split of Programmes spend by
thematic Area
Food Security 2407
Livelihoods 1927
Water and Sanitation 1247
Health 349
Education 295
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011
CASE STUDYTHE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience
The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope
The Hotel
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
Website
SELECTED WORKTopaz
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd
Testimonial
CASE STUDYWATERFORD AIRPORT
CASE STUDY - WATERFORD AIRPORT
Website
CASE STUDY - WATERFORD AIRPORT
Web Banners
CASE STUDY - WATERFORD AIRPORT
Facebook Marketing
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
CASE STUDYTHE TALL SHIPS RACES WATERFORD 2011
The Big Idea ndash A Quayside OdysseyThe high seas have always offered the promise of adventure and an opportunity to experience people places and ideas beyond the realms of our own every day existence Any voyage aboard a tall ship now as then gives us the chance to set off on an epic voyage of self discovery and adventure
But what happens on the quayside As a very special gathering of the fleet the Tall Ships Races still offer us a unique chance to experience something completely different ndash even though
we may never set sail We get to explore new things see rare and beautiful sights tall ships at close quarters meet new people and learn a little about the worldMusic crafts food fireworks people dancing FUN FUN FUN and the ships themselves all pay their part in making our journey through the Tall Ships Race very very special indeed It becomes our very own QUAYSIDE ODYSSEY ndash from Rice Bridge to Reginaldrsquos Tower
Tall Ships Races Waterford 2011 ndash Irelandrsquos Biggest Quayside Party
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Reflecting the energy vibrancy and diversity that the Tall Ships Race brings with it this brand identity creates high impact in its colourful representation of this very special event in Waterfordrsquos 2011 calendar Using a strong festive colour palette to create a fun family friendly feel it
celebrates the coming together of cultures crews and communities 3 distinctive intersecting sail shapes unify to create a singular dynamic Tall Ship iconA strong solid slab-serif font is used to compliment the fluid sail shapes and to clearly identify the location Bluersquos are used in the
text to create some county pride A sense of the fun excitement and energy of this unique festival is encapsulated within this identity which was integrated into all marketing collateral making a striking and memorable brand
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Brand Identity
TOTEM applied the brand identity to a variety of marketing materials from the 106 page A5 Official Programme to the multifunctional Corporate Folder and 5 Sales Inserts which were pitched at securing different levels of sponsorshipA variety of other items were also designed such as postcards menus buntings door stickers and banners
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Marketing Literature
The Tall ShipS RaceS2011 WaTeRfoRd
Official SOuvenir BrOchure
30 june ndash 3 july WATERFORD CiTy iRElAnDSail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE
E50
0
feSt
ival P
rice
OnlY
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
A 48 sheet poster on a mobile ad-van was used in Hartlepool UK the closing destination for the 2010 race to advertise that Waterford would be the start of the Tall Ships Race for 2011In the run up to the race national 48 and 96 sheet posters were used to promote the eventIrelandrsquos largest poster ndash 120 feet wide ndash hangs on Waterfordrsquos North Quays which was used to promote the race to the local people in the 12 months leading to the event It is now used to commemorate the wonderful occasion that was Irelandrsquos Biggest Ever Quayside Party
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Outdoor Advertising
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
30 june ndash 3 july 2011 W A T E R F O R D c i T yw w wWate r fordTa l l Sh ip s R a c e ie
ThE TAll ShipS RAcESP r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
If you love to party then Waterford is the place to be this summer Wersquoll be celebrating the start of an epic sea voyage with fRee live music on the quayside of Irelandrsquos oldest cityWith four days of great entertainment street parties and exciting food stalls therersquos no better excuse for a daytrip So shake a leg Tell your friends and family and get on boardSail Training
International
Presented by Szczecin
THE T
ALL SHIPS RACESfood amp cRafT vIllageS
STReeT TheaTRe
lIve muSIc
gReaT value ShoppIng Waterford Institute of Technology
shake alegat I R e l a N D rsquo s B Ig ge st e V e R qUaYsIDe PaRtY
The primary format for the press ads was a 3 column wide advert that was the full height of the publication [next page] This distinctive shape helped the ad to stand out while also subtly reinforcing the lsquoTallrsquo aspect of the eventThese ads were then amended for a variety of shapes ndash Irish Times front and back page Solus [above] and a reverse L shaped advert [above] for GO the Travel Supplement from the same paper
Press Advertising
All AboArdFOR IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
In July 2011 the worldrsquos most beautiful ships will set sail from
the city of Waterford to embark on an epic sailing race Join us as
we celebrate four days amp nights of fantastic entertainment fun food
and fireworks Tell your friends and family to come home and experience the magic Get on
board and support the festival
Call to the Race Office at 41 The Quay Waterford
or visit
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
WaterfordTallShipsRaceie
shake alegAT IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
If you love to party then Waterford will be the place to be during the
summer of 2011 Wersquoll be celebrating the start of an epic sea voyage with
live music and free concerts right on the quayside Join us for four days
of great entertainment theatre and street parties So shake a leg
Tell your friends and family and get on board
Call to the Race Office at 41 The Quay Waterford
or visit WaterfordTallShipsRaceie
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
WaterfordTallShipsRaceie
shiver metimbers
In June 2011 a spectacular carnival will light up the quayside as the worldrsquos most beautiful ships set
sail on an epic sailing voyage from Waterford city Four days of parades
pageantry and performers will colour the streets as we celebrate
this unique festival and atmosphere on Waterfordrsquos quayside
Tell your friends and family and get on board
Call to the Race Office at 41 The Quay Waterford
or visit
ITrsquoS IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
TOTEM conceived and directed a 30 second TV advert that was aired on the RTE channels for the month of June in the run up to the event We worked in partnership with Nemeton TV who did the production work on the advertSome of the final story board is above and the actual 30 second ad is an mpeg file that accompanies this pdf
TV Advertising
Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency
Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd
Testimonial
SELECTED WORKDOWN SYNDROME IRELAND
SELECTED WORK - NON PROFIT
One of them will have a happy childhood find love and get a well paid job
The other one will too
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 5 15032012 0914
SELECTED WORK - NON PROFIT
Hello My name is JamesAny chance of a cuddle
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 1 15032012 0913
Shersquos my sister
And hersquos my brother
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 6 15032012 0914
wwwdownsyndromeie
Therersquos no place
The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family
Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families
(Sue Buckley amp Ben Sacks 2001)
like home
ldquo
ldquo
DSI Landscape [Snap Frame]indd 7 15032012 0914
wwwdownsyndromeie
Hersquos helpful smart loves a laugh and enjoys life to the full
Just like his son
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 8 15032012 0914
SELECTED WORK - NON PROFIT
2 3
Congratulations
on the Birth of your BaBy
The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness
Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other
There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault
All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development
taBle of Contents
Congratulations 3
feelings and emotions 4
telling Brothers and sisters 6
Down syndrome 7
Question time 9
a Bright future ahead 10
stimulation and Bonding 12
What to ask your Doctor 14
entitlements 18
Down syndrome ireland 20
recommended reading 22
6 7
telling Brothers anD sisters
Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need
Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings
Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things
They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born
They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease
Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated
At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo
DoWn synDrome
Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome
What is a syndrome
A syndrome is a collection of several symptoms and signs that usually occur together
What is a chromosome
Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total
22 23
reCommenDeD reaDing
Down syndromean introduction for parents amp Carers
Cliff Cunningham
a minor adjustment
Andy Merriman
early Communication skills for Children Down syndrome
Libby Kumin
Babies with Down syndrome
Karen Stray-Gendersen
Building healthy minds
Stanley Greenspan MD
it takes two to talk
Jan Pepper amp Elaine Weitzman
This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]
May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members
May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide
aCknoWleDgements
graacuteinne murphy National Resource Team Down Syndrome Ireland
Dr Joan murphy (phd) Health Specialist
annette orsquo neill Down Syndrome Ireland
pat Clarke Chief Executive Down Syndrome Ireland
Clare leonard President Down Syndrome Ireland
Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland
4 5
Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before
feelings anD emotions
People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child
Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers
Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome
Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help
Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops
DaD
At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead
ldquo ldquo
mum
We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too
sister
When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time
aDult With DoWn synDrome
The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person
ldquo
ldquo
ldquo
ldquo
ldquo
ldquo
A publication by Down Syndrome Ireland copy 2011
Parent InformationBooklet
SELECTED WORK - NON PROFIT
SELECTED WORKGORTA
SELECTED WORK - NON PROFIT
Community Oriented Watershed Management
gortarsquos approach
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo capacity
and capability to move towards the achievement of prosperity
Children from the Wayaworr village sit
on the slopes of the Wayaworr water
storage dam In 2008 the existing
excavation was rehabilitated as a
water storage facility through the
ADWAC- gorta partnership The lake
is a deliberate catchment of rainwater
and is used for water for livestock
irrigation for tree planting in the
catchment area and the recharging
of groundwater which benefits wells in
the surrounding villages
Capacity Building and Technical Support
A grader provided by gorta successfully carried out the earthworks for the contour bunds Training
in the operation and maintenance of the heavy machinery was provided to ensure that this activity
will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the
collaboration of an agriculture engineer from Senegal who has provided on-going support and makes
periodic visits These activities are similar to the interventions carried out in Senegal by international
donors including USAID and the World Bank There the construction of two water storage dams with a
capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers
and reduced damage to crops due to improved cattle tracks from the dams to other water resources
In my district 80 of conflicts I address are related to cases between
farmers and cattle owners regarding grazing and drinking points Thanks
to the re-demarcation of the cattle tracks since 2010 I have never
arbitrated any case of such related conflicts
Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda
The programme involved training community members in Chamen village in the manual
construction of gabion boxes required for the reinforcement of the check dams Consequently
the limited availability of these boxes in the country and their high cost are no longer
constraints to the earthwork required for the soil conservation interventions Other livelihood
aspects of the integrated watershed management programme include water harvesting
through the construction of half moons establishment wood lots micro credit schemes in
10 villages rearing of small ruminants such as sheep and poultry and income generation
activities through food processing and marketing and processing of ground nuts and millet by
village cooperatives
We the women of Njonen are no more burdened with the use of mortar
and pestle While we save labour to do other economic activities we also
generate an income from the use of the milling machine
Mallah Jallow President of Njonen Women group
lsquolsquorsquorsquo
The 14 million litres water storage dam near Wayaworr
village in Njaba Kunda The Gambia provides water to
approximately 1200 cattle during the four months of the dry
season Since the construction of the dam there has been
a reduction in the number of conflicts over access to water
sources between farmers and herdsmen
One of the spillways in the 45km retention dyke is used to
control the salt intrusion near Marong Kunda village in Njaba
Kunda the Gambia The rehabilitation of 200 hectares has
supported the production of an extra 100000kg of rice
grown by 300 women
Mallah Jallow President of the
Njonen Women group in Njonen
village the Gambia
lsquolsquorsquorsquo
Programme Development
The implementation of the water resource
management programme with TFCG began
in June 2010 with massive sensitization
to raise awareness on water management
issues for over 30000 people Similar to other
awareness-raising programmes implemented
by TFCG training and sensitization meetings
were attended by a wide range of participants
These included representatives from the local
authorities district officials traditional leaders
and other stakeholders such as NGOs and local
networks Village Natural Resource Committees
(VNRC) farmers women and youth groups and
individuals Posters and t-shirts were distributed
and during a field visit to the project site by
a gorta representative in February 2012 the
participantsrsquo awareness of water management
issues and potential solutions was clearly
evident
Integrated catchment management plans were
developed for the upper Mkolo and Kwebululu
rivers involving all 21 villages Water committee
members were trained in the management of
water resources in order to enable them to
construct and manage the protection of the
springs that deliver water to 16 villages and
will provide safe and clean drinking water
to approximately 10000 people Protection
of the water sources included a wide range
of interventions from small water sources
providing water to 50-100 households to larger
water sources that include gravity delivery and
distribution systems to ensure that community
members have easy access to clean water
within reach The VNRC established in the
catchment area in 1997 received further training
in participatory management of the upper
catchment in order to ensure the quality of the
water and the vegetation that protects these
water sources As the patrolling of the forest
has been carried out by the participatory forest
conservation committees for the past 20 years
the additional water resource protection is a
natural step for these committees Reforestation
efforts have also taken place around the water
sources so as to promote their conservation
A gorta Case Study Tanzania
Eva Lolenzo and Lilian Williams from
Bagamoyo village
in Korogwe district
Tanzania climb up-hill
carrying water from a
spring that supplies
water to 80 households
out of 3400 people
living in the village
The Water Users
Committee received
training on sustainable
management of the
spring
The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since
2008 in Participatory Forest Management (PFM) and other livelihood interventions
such as improved agricultural practices Since 2010 water resource management
has been implemented in Lushoto and Korogwe districts of the Western Usambara
Mountain in Tanzaniarsquos Northeastern region TFCG have been working with
communities in 21 villages in the project area for the last 15 years where they have
been promoting sustainable livelihoods strategies through participatory forest
management improved sustainable agriculture practices rearing of small ruminants
and bee-keeping and aquaculture as income generation activities In 2009 a
participatory situation analysis was carried out by TFCG in Lushoto and Korogwe
districts where results revealed that only 46 of the people in Lushoto and 51 in
Korogwe had access to clean water This was affecting women in particular who had
to travel long distances in mountainous terrain to fetch water
Promoting Conservation
Agricultural Practices
Farmer field schools (FFS) provided training
to 630 farmers (246 women and 384 men) on
improved agriculture techniques that included
irrigation on a small scale Each of the FFS
were trained in improved agriculture techniques
based on conservation agriculture practices
The demonstration plots were developed on
the hillsides in areas where the slope reaches
100 Earth terraces were also constructed
where irrigation basins were formed to cultivate
a diversity of crops such as tomatoes beans
maize ginger cabbages green peppers and
potatoes and the ground was treated with
organic manure Irrigation is currently being
provided by gravity-fed irrigation canals and a
mobile improvised sprinkler Ten drip irrigation
systems of 500 square metres are due to be
placed on the demonstration plots and these will
be accompanied by intensive technical support to
ensure correct operation and maintenance Two
gravity schemes are planned to be rehabilitated
through the project and provide water to over 600
farmers irrigating approximately 450 acres
Complementary Interventions
Other water-related interventions promoted
through the programme include harvesting of
rainwater in 15 schools A total of 7500 students
will have improved access to drinking water
when water is scarce during the dry periods from
March to June and from September to November
The programme also involves participatory forest
management which TFCG have been practicing
since 1985 Tree nurseries were established in
primary schools with support from farmer groups
and it is expected that these trees (firewood and
timber varieties) will be distributed to at least
10000 farmers thus alleviating pressure on the
natural forest A total number of 1500000 trees
are expected to be planted during the three-year
programme
Bee-keeping activities have been practiced by
other communities supported by TFCG in the
Arc range mountains and have had very positive
results Selected community members have
received a total of 300 beehives It is estimated
that one beehive could provide 40 litres of honey
per year which can be sold at a weight value of
6000 Tanzania shillings (TSh) per kg which is
equal to approximately 3 Euro Therefore one
beehive provides an annual income of 240000
TSh (115 Euro) per year The expected total
income to be generated from 300 beehives would
be in the region of 72000000 TSh (33540 Euro)
per year
Participants planting tree saplings at a
Tanzania Forest Conservation Group
tree nursery in the West Usambara
Mountains Tanzania
Hausa and Jaacobo Lucas
irrigate the demonstration
plot that Bagamoyo Farm
Field School (FFS) cultivate
15 women and 15 men have
constructed soil terraces on
a le acre where they cultivate
ginger tomatoes cassava
maize cabbage and beans
Drip irrigation equipment
will soon be installed to
enhance the agriculture
production during the dry
season
SELECTED WORK - NON PROFIT
food prices brief
Brochure_WFDindd 1
12102011 111254
gortarsquos approach
In line with gortarsquos strategy and that of the
Irish Governmentrsquos Hunger Task Force we
recognise the important role smallholder
farmers play as part of the solution It is
essential that the current focus on price
volatility at both national and international
level leads to further investment in the
agriculture sector particularly focusing
on research and new and improved
technologies as well as in social security
in order to support the most vulnerable
gorta is working with local partners in
building their resilience to shocks by
creating safety nets as part of a coping
strategy
gorta is also bridging the gap between
agriculture research and smallholder farmers
We recognise the need to link research
with operations in the field and encourage
smallholder farmersrsquo access to training amp
information improved seed technology and
climate smart agriculture We adopt a model
of integrated community development which
promotes among others the safeguarding of
local biodiversity
gorta believes further
investment needs to be
made in strengthening
bull Research and innovation
bull Climate-smart agriculture
bull Improved seeds and farm management
techniques
bull Watershed management
bull Infrastructure marketing systems
extension and communication services
bull Market information and transparency
bull Protection of indigenous knowledge and
biodiversity
bull Food distribution systems food stocks
and reserves
bull Social safety nets
bull Small holder farmersrsquo active free and
meaningful participation in decision
making
Excessive fluctuations in commodity prices whether in situations
of price increases or price depressions create uncertainties for
farmers This affects decisions regarding agricultural investment
and as such has a long-term impact on world food security
The High Level Panel of Experts on Food Security and Nutrition of the
Committee on World Food Security July 2011
lsquolsquo
rsquorsquo
Brochure_WFDindd 6
12102011 111300
It is crucial to better understand our agricultural system and
it is imperative for research and development to start thinking
about new and sustainable approaches to improving the
quality safety and variety of food produced and consumed
around the world
Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International
Women selling grain at a marketplace
in Ghana
lsquolsquo
rsquorsquo
Brochure_WFDindd 7
12102011 111301
The issueldquoSmall import-dependent countries especially
in Africa were deeply affected by the food and
economic crises Some large countries were
able to insulate their markets from the crisis
through restrictive trade policies and protect
their consumers through safety nets However
trade insulation increased prices and volatility in
international marketsrdquo (FAO The State of Food
Insecurity in the World 2011)
The situation which brought about the 2011 food
price increase has some similarities to that which
led to the 20072008 global food crisis described
above during which FAO estimated that the
number of undernourished people increased
by 170 million in the period from 2007-2009
(FAO 2009) The situation was triggered by a
reduction in the levels of global grain stocks
higher oil prices increased financial investments
in agricultural commodities (WB and IMF 2011)
and an increase in international prices across
same According to the Committee on World
Food Security (CFS) High Level Panel of Experts
on Food Security and Nutrition (July 2011) since
2007 the volatility of food prices and the number
of countries effected by it has increased
The Food and Agriculture Organization of the
United Nations (FAO) publishes a monthly
Food Price Index which is viewed as a global
benchmark for food price trends and reports on
five food commodities cereals oilseeds sugar
dairy and meat According to it while global
food prices fell slightly in September 2011 due
largely to the global economic slowdown prices
across the five commodities remain high and are
still above those of 2010 (FAO 2011) The State
of Food Insecurity in the World 2011 an annual
global hunger report published jointly by FAO the
International Fund for Agricultural Development
(IFAD) and the World Food Programme (WFP)
predicts that high and volatile food prices will
persist with food importing countries especially
in Africa mostly at risk
Since the 20072008 price spike there has
been international recognition that investment
in agriculture at both micro and macro levels is
necessary to mitigate against further food price
volatility At the same time agriculture needs
to be viewed within a holistic multi-sectoral
framework Diversifying on-farm and off-farm
activities enables smallholder farmers to reduce
their risk and vulnerability to shocks Access to
market and commodity price information at the
right time remains critical for farmers in order for
them to plant accordingly
What are the factors involved
Among factors relating to food price volatility
are weather variability trade policies (including
export restrictions and bans) increasing oil
prices and the emergence of new financial
investors which are all likely to persist Each of
these highlights the urgent need to focus on
the drivers of food prices and to find long-term
sustainable solutions Other relevant elements
include the shift in the quality of demand for
foods that are more intensive in grains such as
meat and dairy the trade-off between grains
for food feed and biofuels population growth
ndash with figures set to rise to approximately 82
billion by 2030 (UN 2005) ndash and the reduction in
agriculture productivity All of these elements put
further pressure on an already under-invested
sector and on limited resources
Who is affected and how
Despite vast agricultural potential many African
countries are significant net food importers with
high food prices therefore having an immediate
impact on poor householdsrsquo purchasing
power and income share going to food With
approximately 60-80 percent of a householdrsquos
income spent on food any sudden and high
increase in food prices can result in severe
threats to food and nutrition security pushing
families deeper into poverty and hunger This
consequently impacts on their access to other
services such as health care and education
Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos
Farming Communities
Brochure_WFDindd 4
12102011 111259
A group of women hold up a bundle
of harvested ginger produce as part
of a Tanzanian Organic Agriculture
Movement initiative in Mnasi Tanzania
gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to
ginger production to breathe new life into previously struggling livelihoods Livelihoods in the
Korogwe District have dramatically improved since the intervention of gorta and TOAM with
the ginger crop last year outstripping the maize staple crop by four times Participants in the
programme can sell on their ginger harvests and with the proceeds are then able to invest in
other areas
TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining
a higher price and then informing them of the international market opportunities available for
the organic products TOAM also educates and trains the farmers to improve the quality of the
crop and gain certification so their produce will receive a fairer price
The gortaTOAM partnership provides expertise and training in ginger production helping
people in the local communities to become self-sufficient This in turn allows them to escape
poverty educate their children diversify their income into different farming areas and look
towards building a better life for themselves
Case Study Tanzanian Organic Agriculture Movement
Brochure_WFDindd 5
12102011 111259
Goretti Nakana sorts through her
crop of Irish potatoes Goretti is a
participant in the gortaEMESCO
programme in the Kibaale District
in Uganda which is currently being
implemented across 60 communities
and incorporates agriculture health
and water security
Brochure_WFDindd 2
12102011 111256
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo
capacity and capability to move towards the achievement of
prosperity ndash in this sense entrepreneurial development is key
Brochure_WFDindd 3
12102011 111259
SELECTED WORK - NON PROFIT
Annual Report 2010
Untitled-1 1
12082011 104455
About gorta 4
Foreward from the Chairman 6
CEos Message 8
Patron and Board Members 10
our Vision Mission and Values 12
Our Work ndash At Home 16
Hunger Secretariat and World
Food Day 18
Donor Engagement and
Communications 19
Fundraising 20
Networks 22
Stop Climate Chaos 24
International Alliance Against Hunger 25
Our Work ndash Overseas 26
Health 28
Education 30
Livelihoods 32
Water 34
Food 36
Accounts 38
Annual Financial statements 2010 40
cOntents
Photo caption to be placed
here Photo caption to be
placed here
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19
Our countries
Rosie Sambo Zagwa Million Dorothy Msonkho past
students of Bunda College of Agriculture Malawi
Rebecca Amukhoye of gorta speaks to particpants at the
Watershed Management Workshop in Mukono Uganda
Paticipants at the Watershed Management workshop in
Mukono Uganda
Pamela Nasimnu and William Keyah at the gorta funded
Baraka College Kenya
Uganda
bull Population 338
million
bull Life expectancy at
birth 541 years
Uganda has one of the highest
population growth rates in the world
with 26 living in chronic poverty As
one of Gortarsquos programme countries
since 1965 Uganda was designated as
a Gorta country of focus in 20078 The
elimination of poverty and hunger and the
creation of prosperous futures for the poorest
communities are part of Gortarsquos vision As
with each of our countries of focus Gorta
recognises that it is essential to work with
local district government officers and in line
with the National Development in order to
align their development efforts and to create
sustainable programmes that are owned by
the local communities Gortarsquos main focus in
Uganda has been on food security with an aim
to increase access to markets for smallholder
farmers while also working with local
partners on improving water and sanitation
and increasing awareness and access to
treatments of people living with HIVAids
Zambia
bullPopulation 132
million
bullLife expectancy at
birth 473 years
Decades of
economic decline
and neglect of
infrastructure
and services have
impacted heavily on
Zambiarsquos population of 115
million with 45 of the population ndash
52 million individuals ndash undernourished (FAo
2010) Gortarsquos involvement in Zambia has
been to five target areas where it is currently
working with local organisations on training
for beekeeping watershed management area
rehabilitation income generation and with
differently-abled groups
Kenya
bull Population 409 million
bull Life expectancy at birth 556 years
Kenyarsquos population is largely rural based
and rely on smallholder agriculture for their
livelihoods Unpredictable rainfall due to
climate change is having a significantly
negative effect on the food security status of
the country ndash droughts are on the rise placing
millions of Kenyans at risk of malnutrition
and starvation Gorta recognises the need
for training for smallholder farmers to adapt
their farming methods to a changing climate
Having been working in the country since the
mid-seventies and Kenya was designated as
a country of Gortarsquos focus in 20078 Gortarsquos
involvement was initially through small faith-
based organisations but recently we have
engaged with more strategic local partners
with the potential to scale-up and scale-out
Gortarsquos main area of work in Kenya is centred
on agricultural training and food security
through improved methods of agriculture
production
Malawi
bull Population 157 million
bull Life expectancy at birth 546 years
The Republic of Malawi is currently ranked
153 out of 169 on the Human Development
Index (2010) The majority of its population
of 123 million live below the poverty line
and about 83 of the people live in rural
areas with low access to basic health and
education services Agricultural production
is the mainstay of Malawirsquos economy
but landholdings are small leading to
encroachment on marginal lands and
increased erosion These conditions
combined with the high incidence of HIV
AIDS make the poor highly vulnerable
to effects of natural disasters and food
insecurity Gorta first began working in
Malawi in 2005 our focus of work is on water
and food security borehole rehabilitation
sanitation and hygiene irrigation schemes
exchange visits short training courses and the
promotion of self help groups
tanzania
bull Population 45 million
bull Life expectancy at birth 569 years
Climate change is already having an impact
on Tanzania and is likely to further affect
the country with increased temperatures
and lower rainfall which affects agriculture
forests water and coastal resources and
human health Tanzania became a country of
focus for Gorta in 2007 together with Kenya
Uganda Malawi and Zambia Since then
most of our programmes are concentrated
in the Northern regions of the country from
Lake Victoria to the Coast and include Mara
Arusha Manyara Kilimanjaro and Tanga
regions Gortarsquos programmes in Tanzania
focus specifically on maintaining and
improving forest conservation water security
projects and improving livelihoods through
income-generating schemes
ZAMBIA
UGANDA
Population and life expectancy statistics taken from the Human Development Report 2010
United Nations Development Programmes (UNDP)
KENYA
MALAWI
TANZANIA
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51
Financial Highlights 1 Where our money comes from
Donations and Fundraising
Income 5192
Trading Activities Income 936
Investment Income 596
Revenue based grants 178
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
2 How your money gets spent
Programmes Costs Including
Advocacy 7207
Costs of Generating Trading
Income 850
Governance Costs and
Currency Loss 42
Costs of Generating
Voluntary Income 1057
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
3 Breakdown of Fundraising
Income
Committed giving 4645
Legacies 159
Committee income 106
General donations 282
Gift in Kind 10
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
4 split of Grant Income by Donor
Irish Aid 150
Department of Agriculture
Fisheries and Food 19
Enterprise Ireland 975
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
5 split of Programmes spend
by country
Uganda 2276
Malawi 2053
Zambia 1109
Tanzania 710
Kenya 285
India 89
Haiti 52
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
6 split of Programmes spend by
thematic Area
Food Security 2407
Livelihoods 1927
Water and Sanitation 1247
Health 349
Education 295
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011
CASE STUDYTHE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience
The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope
The Hotel
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
Website
SELECTED WORKTopaz
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd
Testimonial
CASE STUDYWATERFORD AIRPORT
CASE STUDY - WATERFORD AIRPORT
Website
CASE STUDY - WATERFORD AIRPORT
Web Banners
CASE STUDY - WATERFORD AIRPORT
Facebook Marketing
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
The Big Idea ndash A Quayside OdysseyThe high seas have always offered the promise of adventure and an opportunity to experience people places and ideas beyond the realms of our own every day existence Any voyage aboard a tall ship now as then gives us the chance to set off on an epic voyage of self discovery and adventure
But what happens on the quayside As a very special gathering of the fleet the Tall Ships Races still offer us a unique chance to experience something completely different ndash even though
we may never set sail We get to explore new things see rare and beautiful sights tall ships at close quarters meet new people and learn a little about the worldMusic crafts food fireworks people dancing FUN FUN FUN and the ships themselves all pay their part in making our journey through the Tall Ships Race very very special indeed It becomes our very own QUAYSIDE ODYSSEY ndash from Rice Bridge to Reginaldrsquos Tower
Tall Ships Races Waterford 2011 ndash Irelandrsquos Biggest Quayside Party
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Reflecting the energy vibrancy and diversity that the Tall Ships Race brings with it this brand identity creates high impact in its colourful representation of this very special event in Waterfordrsquos 2011 calendar Using a strong festive colour palette to create a fun family friendly feel it
celebrates the coming together of cultures crews and communities 3 distinctive intersecting sail shapes unify to create a singular dynamic Tall Ship iconA strong solid slab-serif font is used to compliment the fluid sail shapes and to clearly identify the location Bluersquos are used in the
text to create some county pride A sense of the fun excitement and energy of this unique festival is encapsulated within this identity which was integrated into all marketing collateral making a striking and memorable brand
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Brand Identity
TOTEM applied the brand identity to a variety of marketing materials from the 106 page A5 Official Programme to the multifunctional Corporate Folder and 5 Sales Inserts which were pitched at securing different levels of sponsorshipA variety of other items were also designed such as postcards menus buntings door stickers and banners
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Marketing Literature
The Tall ShipS RaceS2011 WaTeRfoRd
Official SOuvenir BrOchure
30 june ndash 3 july WATERFORD CiTy iRElAnDSail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE
E50
0
feSt
ival P
rice
OnlY
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
A 48 sheet poster on a mobile ad-van was used in Hartlepool UK the closing destination for the 2010 race to advertise that Waterford would be the start of the Tall Ships Race for 2011In the run up to the race national 48 and 96 sheet posters were used to promote the eventIrelandrsquos largest poster ndash 120 feet wide ndash hangs on Waterfordrsquos North Quays which was used to promote the race to the local people in the 12 months leading to the event It is now used to commemorate the wonderful occasion that was Irelandrsquos Biggest Ever Quayside Party
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Outdoor Advertising
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
30 june ndash 3 july 2011 W A T E R F O R D c i T yw w wWate r fordTa l l Sh ip s R a c e ie
ThE TAll ShipS RAcESP r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
If you love to party then Waterford is the place to be this summer Wersquoll be celebrating the start of an epic sea voyage with fRee live music on the quayside of Irelandrsquos oldest cityWith four days of great entertainment street parties and exciting food stalls therersquos no better excuse for a daytrip So shake a leg Tell your friends and family and get on boardSail Training
International
Presented by Szczecin
THE T
ALL SHIPS RACESfood amp cRafT vIllageS
STReeT TheaTRe
lIve muSIc
gReaT value ShoppIng Waterford Institute of Technology
shake alegat I R e l a N D rsquo s B Ig ge st e V e R qUaYsIDe PaRtY
The primary format for the press ads was a 3 column wide advert that was the full height of the publication [next page] This distinctive shape helped the ad to stand out while also subtly reinforcing the lsquoTallrsquo aspect of the eventThese ads were then amended for a variety of shapes ndash Irish Times front and back page Solus [above] and a reverse L shaped advert [above] for GO the Travel Supplement from the same paper
Press Advertising
All AboArdFOR IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
In July 2011 the worldrsquos most beautiful ships will set sail from
the city of Waterford to embark on an epic sailing race Join us as
we celebrate four days amp nights of fantastic entertainment fun food
and fireworks Tell your friends and family to come home and experience the magic Get on
board and support the festival
Call to the Race Office at 41 The Quay Waterford
or visit
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
WaterfordTallShipsRaceie
shake alegAT IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
If you love to party then Waterford will be the place to be during the
summer of 2011 Wersquoll be celebrating the start of an epic sea voyage with
live music and free concerts right on the quayside Join us for four days
of great entertainment theatre and street parties So shake a leg
Tell your friends and family and get on board
Call to the Race Office at 41 The Quay Waterford
or visit WaterfordTallShipsRaceie
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
WaterfordTallShipsRaceie
shiver metimbers
In June 2011 a spectacular carnival will light up the quayside as the worldrsquos most beautiful ships set
sail on an epic sailing voyage from Waterford city Four days of parades
pageantry and performers will colour the streets as we celebrate
this unique festival and atmosphere on Waterfordrsquos quayside
Tell your friends and family and get on board
Call to the Race Office at 41 The Quay Waterford
or visit
ITrsquoS IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
TOTEM conceived and directed a 30 second TV advert that was aired on the RTE channels for the month of June in the run up to the event We worked in partnership with Nemeton TV who did the production work on the advertSome of the final story board is above and the actual 30 second ad is an mpeg file that accompanies this pdf
TV Advertising
Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency
Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd
Testimonial
SELECTED WORKDOWN SYNDROME IRELAND
SELECTED WORK - NON PROFIT
One of them will have a happy childhood find love and get a well paid job
The other one will too
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 5 15032012 0914
SELECTED WORK - NON PROFIT
Hello My name is JamesAny chance of a cuddle
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 1 15032012 0913
Shersquos my sister
And hersquos my brother
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 6 15032012 0914
wwwdownsyndromeie
Therersquos no place
The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family
Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families
(Sue Buckley amp Ben Sacks 2001)
like home
ldquo
ldquo
DSI Landscape [Snap Frame]indd 7 15032012 0914
wwwdownsyndromeie
Hersquos helpful smart loves a laugh and enjoys life to the full
Just like his son
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 8 15032012 0914
SELECTED WORK - NON PROFIT
2 3
Congratulations
on the Birth of your BaBy
The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness
Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other
There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault
All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development
taBle of Contents
Congratulations 3
feelings and emotions 4
telling Brothers and sisters 6
Down syndrome 7
Question time 9
a Bright future ahead 10
stimulation and Bonding 12
What to ask your Doctor 14
entitlements 18
Down syndrome ireland 20
recommended reading 22
6 7
telling Brothers anD sisters
Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need
Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings
Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things
They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born
They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease
Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated
At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo
DoWn synDrome
Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome
What is a syndrome
A syndrome is a collection of several symptoms and signs that usually occur together
What is a chromosome
Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total
22 23
reCommenDeD reaDing
Down syndromean introduction for parents amp Carers
Cliff Cunningham
a minor adjustment
Andy Merriman
early Communication skills for Children Down syndrome
Libby Kumin
Babies with Down syndrome
Karen Stray-Gendersen
Building healthy minds
Stanley Greenspan MD
it takes two to talk
Jan Pepper amp Elaine Weitzman
This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]
May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members
May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide
aCknoWleDgements
graacuteinne murphy National Resource Team Down Syndrome Ireland
Dr Joan murphy (phd) Health Specialist
annette orsquo neill Down Syndrome Ireland
pat Clarke Chief Executive Down Syndrome Ireland
Clare leonard President Down Syndrome Ireland
Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland
4 5
Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before
feelings anD emotions
People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child
Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers
Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome
Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help
Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops
DaD
At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead
ldquo ldquo
mum
We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too
sister
When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time
aDult With DoWn synDrome
The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person
ldquo
ldquo
ldquo
ldquo
ldquo
ldquo
A publication by Down Syndrome Ireland copy 2011
Parent InformationBooklet
SELECTED WORK - NON PROFIT
SELECTED WORKGORTA
SELECTED WORK - NON PROFIT
Community Oriented Watershed Management
gortarsquos approach
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo capacity
and capability to move towards the achievement of prosperity
Children from the Wayaworr village sit
on the slopes of the Wayaworr water
storage dam In 2008 the existing
excavation was rehabilitated as a
water storage facility through the
ADWAC- gorta partnership The lake
is a deliberate catchment of rainwater
and is used for water for livestock
irrigation for tree planting in the
catchment area and the recharging
of groundwater which benefits wells in
the surrounding villages
Capacity Building and Technical Support
A grader provided by gorta successfully carried out the earthworks for the contour bunds Training
in the operation and maintenance of the heavy machinery was provided to ensure that this activity
will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the
collaboration of an agriculture engineer from Senegal who has provided on-going support and makes
periodic visits These activities are similar to the interventions carried out in Senegal by international
donors including USAID and the World Bank There the construction of two water storage dams with a
capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers
and reduced damage to crops due to improved cattle tracks from the dams to other water resources
In my district 80 of conflicts I address are related to cases between
farmers and cattle owners regarding grazing and drinking points Thanks
to the re-demarcation of the cattle tracks since 2010 I have never
arbitrated any case of such related conflicts
Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda
The programme involved training community members in Chamen village in the manual
construction of gabion boxes required for the reinforcement of the check dams Consequently
the limited availability of these boxes in the country and their high cost are no longer
constraints to the earthwork required for the soil conservation interventions Other livelihood
aspects of the integrated watershed management programme include water harvesting
through the construction of half moons establishment wood lots micro credit schemes in
10 villages rearing of small ruminants such as sheep and poultry and income generation
activities through food processing and marketing and processing of ground nuts and millet by
village cooperatives
We the women of Njonen are no more burdened with the use of mortar
and pestle While we save labour to do other economic activities we also
generate an income from the use of the milling machine
Mallah Jallow President of Njonen Women group
lsquolsquorsquorsquo
The 14 million litres water storage dam near Wayaworr
village in Njaba Kunda The Gambia provides water to
approximately 1200 cattle during the four months of the dry
season Since the construction of the dam there has been
a reduction in the number of conflicts over access to water
sources between farmers and herdsmen
One of the spillways in the 45km retention dyke is used to
control the salt intrusion near Marong Kunda village in Njaba
Kunda the Gambia The rehabilitation of 200 hectares has
supported the production of an extra 100000kg of rice
grown by 300 women
Mallah Jallow President of the
Njonen Women group in Njonen
village the Gambia
lsquolsquorsquorsquo
Programme Development
The implementation of the water resource
management programme with TFCG began
in June 2010 with massive sensitization
to raise awareness on water management
issues for over 30000 people Similar to other
awareness-raising programmes implemented
by TFCG training and sensitization meetings
were attended by a wide range of participants
These included representatives from the local
authorities district officials traditional leaders
and other stakeholders such as NGOs and local
networks Village Natural Resource Committees
(VNRC) farmers women and youth groups and
individuals Posters and t-shirts were distributed
and during a field visit to the project site by
a gorta representative in February 2012 the
participantsrsquo awareness of water management
issues and potential solutions was clearly
evident
Integrated catchment management plans were
developed for the upper Mkolo and Kwebululu
rivers involving all 21 villages Water committee
members were trained in the management of
water resources in order to enable them to
construct and manage the protection of the
springs that deliver water to 16 villages and
will provide safe and clean drinking water
to approximately 10000 people Protection
of the water sources included a wide range
of interventions from small water sources
providing water to 50-100 households to larger
water sources that include gravity delivery and
distribution systems to ensure that community
members have easy access to clean water
within reach The VNRC established in the
catchment area in 1997 received further training
in participatory management of the upper
catchment in order to ensure the quality of the
water and the vegetation that protects these
water sources As the patrolling of the forest
has been carried out by the participatory forest
conservation committees for the past 20 years
the additional water resource protection is a
natural step for these committees Reforestation
efforts have also taken place around the water
sources so as to promote their conservation
A gorta Case Study Tanzania
Eva Lolenzo and Lilian Williams from
Bagamoyo village
in Korogwe district
Tanzania climb up-hill
carrying water from a
spring that supplies
water to 80 households
out of 3400 people
living in the village
The Water Users
Committee received
training on sustainable
management of the
spring
The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since
2008 in Participatory Forest Management (PFM) and other livelihood interventions
such as improved agricultural practices Since 2010 water resource management
has been implemented in Lushoto and Korogwe districts of the Western Usambara
Mountain in Tanzaniarsquos Northeastern region TFCG have been working with
communities in 21 villages in the project area for the last 15 years where they have
been promoting sustainable livelihoods strategies through participatory forest
management improved sustainable agriculture practices rearing of small ruminants
and bee-keeping and aquaculture as income generation activities In 2009 a
participatory situation analysis was carried out by TFCG in Lushoto and Korogwe
districts where results revealed that only 46 of the people in Lushoto and 51 in
Korogwe had access to clean water This was affecting women in particular who had
to travel long distances in mountainous terrain to fetch water
Promoting Conservation
Agricultural Practices
Farmer field schools (FFS) provided training
to 630 farmers (246 women and 384 men) on
improved agriculture techniques that included
irrigation on a small scale Each of the FFS
were trained in improved agriculture techniques
based on conservation agriculture practices
The demonstration plots were developed on
the hillsides in areas where the slope reaches
100 Earth terraces were also constructed
where irrigation basins were formed to cultivate
a diversity of crops such as tomatoes beans
maize ginger cabbages green peppers and
potatoes and the ground was treated with
organic manure Irrigation is currently being
provided by gravity-fed irrigation canals and a
mobile improvised sprinkler Ten drip irrigation
systems of 500 square metres are due to be
placed on the demonstration plots and these will
be accompanied by intensive technical support to
ensure correct operation and maintenance Two
gravity schemes are planned to be rehabilitated
through the project and provide water to over 600
farmers irrigating approximately 450 acres
Complementary Interventions
Other water-related interventions promoted
through the programme include harvesting of
rainwater in 15 schools A total of 7500 students
will have improved access to drinking water
when water is scarce during the dry periods from
March to June and from September to November
The programme also involves participatory forest
management which TFCG have been practicing
since 1985 Tree nurseries were established in
primary schools with support from farmer groups
and it is expected that these trees (firewood and
timber varieties) will be distributed to at least
10000 farmers thus alleviating pressure on the
natural forest A total number of 1500000 trees
are expected to be planted during the three-year
programme
Bee-keeping activities have been practiced by
other communities supported by TFCG in the
Arc range mountains and have had very positive
results Selected community members have
received a total of 300 beehives It is estimated
that one beehive could provide 40 litres of honey
per year which can be sold at a weight value of
6000 Tanzania shillings (TSh) per kg which is
equal to approximately 3 Euro Therefore one
beehive provides an annual income of 240000
TSh (115 Euro) per year The expected total
income to be generated from 300 beehives would
be in the region of 72000000 TSh (33540 Euro)
per year
Participants planting tree saplings at a
Tanzania Forest Conservation Group
tree nursery in the West Usambara
Mountains Tanzania
Hausa and Jaacobo Lucas
irrigate the demonstration
plot that Bagamoyo Farm
Field School (FFS) cultivate
15 women and 15 men have
constructed soil terraces on
a le acre where they cultivate
ginger tomatoes cassava
maize cabbage and beans
Drip irrigation equipment
will soon be installed to
enhance the agriculture
production during the dry
season
SELECTED WORK - NON PROFIT
food prices brief
Brochure_WFDindd 1
12102011 111254
gortarsquos approach
In line with gortarsquos strategy and that of the
Irish Governmentrsquos Hunger Task Force we
recognise the important role smallholder
farmers play as part of the solution It is
essential that the current focus on price
volatility at both national and international
level leads to further investment in the
agriculture sector particularly focusing
on research and new and improved
technologies as well as in social security
in order to support the most vulnerable
gorta is working with local partners in
building their resilience to shocks by
creating safety nets as part of a coping
strategy
gorta is also bridging the gap between
agriculture research and smallholder farmers
We recognise the need to link research
with operations in the field and encourage
smallholder farmersrsquo access to training amp
information improved seed technology and
climate smart agriculture We adopt a model
of integrated community development which
promotes among others the safeguarding of
local biodiversity
gorta believes further
investment needs to be
made in strengthening
bull Research and innovation
bull Climate-smart agriculture
bull Improved seeds and farm management
techniques
bull Watershed management
bull Infrastructure marketing systems
extension and communication services
bull Market information and transparency
bull Protection of indigenous knowledge and
biodiversity
bull Food distribution systems food stocks
and reserves
bull Social safety nets
bull Small holder farmersrsquo active free and
meaningful participation in decision
making
Excessive fluctuations in commodity prices whether in situations
of price increases or price depressions create uncertainties for
farmers This affects decisions regarding agricultural investment
and as such has a long-term impact on world food security
The High Level Panel of Experts on Food Security and Nutrition of the
Committee on World Food Security July 2011
lsquolsquo
rsquorsquo
Brochure_WFDindd 6
12102011 111300
It is crucial to better understand our agricultural system and
it is imperative for research and development to start thinking
about new and sustainable approaches to improving the
quality safety and variety of food produced and consumed
around the world
Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International
Women selling grain at a marketplace
in Ghana
lsquolsquo
rsquorsquo
Brochure_WFDindd 7
12102011 111301
The issueldquoSmall import-dependent countries especially
in Africa were deeply affected by the food and
economic crises Some large countries were
able to insulate their markets from the crisis
through restrictive trade policies and protect
their consumers through safety nets However
trade insulation increased prices and volatility in
international marketsrdquo (FAO The State of Food
Insecurity in the World 2011)
The situation which brought about the 2011 food
price increase has some similarities to that which
led to the 20072008 global food crisis described
above during which FAO estimated that the
number of undernourished people increased
by 170 million in the period from 2007-2009
(FAO 2009) The situation was triggered by a
reduction in the levels of global grain stocks
higher oil prices increased financial investments
in agricultural commodities (WB and IMF 2011)
and an increase in international prices across
same According to the Committee on World
Food Security (CFS) High Level Panel of Experts
on Food Security and Nutrition (July 2011) since
2007 the volatility of food prices and the number
of countries effected by it has increased
The Food and Agriculture Organization of the
United Nations (FAO) publishes a monthly
Food Price Index which is viewed as a global
benchmark for food price trends and reports on
five food commodities cereals oilseeds sugar
dairy and meat According to it while global
food prices fell slightly in September 2011 due
largely to the global economic slowdown prices
across the five commodities remain high and are
still above those of 2010 (FAO 2011) The State
of Food Insecurity in the World 2011 an annual
global hunger report published jointly by FAO the
International Fund for Agricultural Development
(IFAD) and the World Food Programme (WFP)
predicts that high and volatile food prices will
persist with food importing countries especially
in Africa mostly at risk
Since the 20072008 price spike there has
been international recognition that investment
in agriculture at both micro and macro levels is
necessary to mitigate against further food price
volatility At the same time agriculture needs
to be viewed within a holistic multi-sectoral
framework Diversifying on-farm and off-farm
activities enables smallholder farmers to reduce
their risk and vulnerability to shocks Access to
market and commodity price information at the
right time remains critical for farmers in order for
them to plant accordingly
What are the factors involved
Among factors relating to food price volatility
are weather variability trade policies (including
export restrictions and bans) increasing oil
prices and the emergence of new financial
investors which are all likely to persist Each of
these highlights the urgent need to focus on
the drivers of food prices and to find long-term
sustainable solutions Other relevant elements
include the shift in the quality of demand for
foods that are more intensive in grains such as
meat and dairy the trade-off between grains
for food feed and biofuels population growth
ndash with figures set to rise to approximately 82
billion by 2030 (UN 2005) ndash and the reduction in
agriculture productivity All of these elements put
further pressure on an already under-invested
sector and on limited resources
Who is affected and how
Despite vast agricultural potential many African
countries are significant net food importers with
high food prices therefore having an immediate
impact on poor householdsrsquo purchasing
power and income share going to food With
approximately 60-80 percent of a householdrsquos
income spent on food any sudden and high
increase in food prices can result in severe
threats to food and nutrition security pushing
families deeper into poverty and hunger This
consequently impacts on their access to other
services such as health care and education
Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos
Farming Communities
Brochure_WFDindd 4
12102011 111259
A group of women hold up a bundle
of harvested ginger produce as part
of a Tanzanian Organic Agriculture
Movement initiative in Mnasi Tanzania
gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to
ginger production to breathe new life into previously struggling livelihoods Livelihoods in the
Korogwe District have dramatically improved since the intervention of gorta and TOAM with
the ginger crop last year outstripping the maize staple crop by four times Participants in the
programme can sell on their ginger harvests and with the proceeds are then able to invest in
other areas
TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining
a higher price and then informing them of the international market opportunities available for
the organic products TOAM also educates and trains the farmers to improve the quality of the
crop and gain certification so their produce will receive a fairer price
The gortaTOAM partnership provides expertise and training in ginger production helping
people in the local communities to become self-sufficient This in turn allows them to escape
poverty educate their children diversify their income into different farming areas and look
towards building a better life for themselves
Case Study Tanzanian Organic Agriculture Movement
Brochure_WFDindd 5
12102011 111259
Goretti Nakana sorts through her
crop of Irish potatoes Goretti is a
participant in the gortaEMESCO
programme in the Kibaale District
in Uganda which is currently being
implemented across 60 communities
and incorporates agriculture health
and water security
Brochure_WFDindd 2
12102011 111256
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo
capacity and capability to move towards the achievement of
prosperity ndash in this sense entrepreneurial development is key
Brochure_WFDindd 3
12102011 111259
SELECTED WORK - NON PROFIT
Annual Report 2010
Untitled-1 1
12082011 104455
About gorta 4
Foreward from the Chairman 6
CEos Message 8
Patron and Board Members 10
our Vision Mission and Values 12
Our Work ndash At Home 16
Hunger Secretariat and World
Food Day 18
Donor Engagement and
Communications 19
Fundraising 20
Networks 22
Stop Climate Chaos 24
International Alliance Against Hunger 25
Our Work ndash Overseas 26
Health 28
Education 30
Livelihoods 32
Water 34
Food 36
Accounts 38
Annual Financial statements 2010 40
cOntents
Photo caption to be placed
here Photo caption to be
placed here
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19
Our countries
Rosie Sambo Zagwa Million Dorothy Msonkho past
students of Bunda College of Agriculture Malawi
Rebecca Amukhoye of gorta speaks to particpants at the
Watershed Management Workshop in Mukono Uganda
Paticipants at the Watershed Management workshop in
Mukono Uganda
Pamela Nasimnu and William Keyah at the gorta funded
Baraka College Kenya
Uganda
bull Population 338
million
bull Life expectancy at
birth 541 years
Uganda has one of the highest
population growth rates in the world
with 26 living in chronic poverty As
one of Gortarsquos programme countries
since 1965 Uganda was designated as
a Gorta country of focus in 20078 The
elimination of poverty and hunger and the
creation of prosperous futures for the poorest
communities are part of Gortarsquos vision As
with each of our countries of focus Gorta
recognises that it is essential to work with
local district government officers and in line
with the National Development in order to
align their development efforts and to create
sustainable programmes that are owned by
the local communities Gortarsquos main focus in
Uganda has been on food security with an aim
to increase access to markets for smallholder
farmers while also working with local
partners on improving water and sanitation
and increasing awareness and access to
treatments of people living with HIVAids
Zambia
bullPopulation 132
million
bullLife expectancy at
birth 473 years
Decades of
economic decline
and neglect of
infrastructure
and services have
impacted heavily on
Zambiarsquos population of 115
million with 45 of the population ndash
52 million individuals ndash undernourished (FAo
2010) Gortarsquos involvement in Zambia has
been to five target areas where it is currently
working with local organisations on training
for beekeeping watershed management area
rehabilitation income generation and with
differently-abled groups
Kenya
bull Population 409 million
bull Life expectancy at birth 556 years
Kenyarsquos population is largely rural based
and rely on smallholder agriculture for their
livelihoods Unpredictable rainfall due to
climate change is having a significantly
negative effect on the food security status of
the country ndash droughts are on the rise placing
millions of Kenyans at risk of malnutrition
and starvation Gorta recognises the need
for training for smallholder farmers to adapt
their farming methods to a changing climate
Having been working in the country since the
mid-seventies and Kenya was designated as
a country of Gortarsquos focus in 20078 Gortarsquos
involvement was initially through small faith-
based organisations but recently we have
engaged with more strategic local partners
with the potential to scale-up and scale-out
Gortarsquos main area of work in Kenya is centred
on agricultural training and food security
through improved methods of agriculture
production
Malawi
bull Population 157 million
bull Life expectancy at birth 546 years
The Republic of Malawi is currently ranked
153 out of 169 on the Human Development
Index (2010) The majority of its population
of 123 million live below the poverty line
and about 83 of the people live in rural
areas with low access to basic health and
education services Agricultural production
is the mainstay of Malawirsquos economy
but landholdings are small leading to
encroachment on marginal lands and
increased erosion These conditions
combined with the high incidence of HIV
AIDS make the poor highly vulnerable
to effects of natural disasters and food
insecurity Gorta first began working in
Malawi in 2005 our focus of work is on water
and food security borehole rehabilitation
sanitation and hygiene irrigation schemes
exchange visits short training courses and the
promotion of self help groups
tanzania
bull Population 45 million
bull Life expectancy at birth 569 years
Climate change is already having an impact
on Tanzania and is likely to further affect
the country with increased temperatures
and lower rainfall which affects agriculture
forests water and coastal resources and
human health Tanzania became a country of
focus for Gorta in 2007 together with Kenya
Uganda Malawi and Zambia Since then
most of our programmes are concentrated
in the Northern regions of the country from
Lake Victoria to the Coast and include Mara
Arusha Manyara Kilimanjaro and Tanga
regions Gortarsquos programmes in Tanzania
focus specifically on maintaining and
improving forest conservation water security
projects and improving livelihoods through
income-generating schemes
ZAMBIA
UGANDA
Population and life expectancy statistics taken from the Human Development Report 2010
United Nations Development Programmes (UNDP)
KENYA
MALAWI
TANZANIA
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51
Financial Highlights 1 Where our money comes from
Donations and Fundraising
Income 5192
Trading Activities Income 936
Investment Income 596
Revenue based grants 178
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
2 How your money gets spent
Programmes Costs Including
Advocacy 7207
Costs of Generating Trading
Income 850
Governance Costs and
Currency Loss 42
Costs of Generating
Voluntary Income 1057
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
3 Breakdown of Fundraising
Income
Committed giving 4645
Legacies 159
Committee income 106
General donations 282
Gift in Kind 10
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
4 split of Grant Income by Donor
Irish Aid 150
Department of Agriculture
Fisheries and Food 19
Enterprise Ireland 975
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
5 split of Programmes spend
by country
Uganda 2276
Malawi 2053
Zambia 1109
Tanzania 710
Kenya 285
India 89
Haiti 52
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
6 split of Programmes spend by
thematic Area
Food Security 2407
Livelihoods 1927
Water and Sanitation 1247
Health 349
Education 295
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011
CASE STUDYTHE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience
The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope
The Hotel
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
Website
SELECTED WORKTopaz
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd
Testimonial
CASE STUDYWATERFORD AIRPORT
CASE STUDY - WATERFORD AIRPORT
Website
CASE STUDY - WATERFORD AIRPORT
Web Banners
CASE STUDY - WATERFORD AIRPORT
Facebook Marketing
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
Reflecting the energy vibrancy and diversity that the Tall Ships Race brings with it this brand identity creates high impact in its colourful representation of this very special event in Waterfordrsquos 2011 calendar Using a strong festive colour palette to create a fun family friendly feel it
celebrates the coming together of cultures crews and communities 3 distinctive intersecting sail shapes unify to create a singular dynamic Tall Ship iconA strong solid slab-serif font is used to compliment the fluid sail shapes and to clearly identify the location Bluersquos are used in the
text to create some county pride A sense of the fun excitement and energy of this unique festival is encapsulated within this identity which was integrated into all marketing collateral making a striking and memorable brand
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Brand Identity
TOTEM applied the brand identity to a variety of marketing materials from the 106 page A5 Official Programme to the multifunctional Corporate Folder and 5 Sales Inserts which were pitched at securing different levels of sponsorshipA variety of other items were also designed such as postcards menus buntings door stickers and banners
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Marketing Literature
The Tall ShipS RaceS2011 WaTeRfoRd
Official SOuvenir BrOchure
30 june ndash 3 july WATERFORD CiTy iRElAnDSail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE
E50
0
feSt
ival P
rice
OnlY
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
A 48 sheet poster on a mobile ad-van was used in Hartlepool UK the closing destination for the 2010 race to advertise that Waterford would be the start of the Tall Ships Race for 2011In the run up to the race national 48 and 96 sheet posters were used to promote the eventIrelandrsquos largest poster ndash 120 feet wide ndash hangs on Waterfordrsquos North Quays which was used to promote the race to the local people in the 12 months leading to the event It is now used to commemorate the wonderful occasion that was Irelandrsquos Biggest Ever Quayside Party
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Outdoor Advertising
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
30 june ndash 3 july 2011 W A T E R F O R D c i T yw w wWate r fordTa l l Sh ip s R a c e ie
ThE TAll ShipS RAcESP r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
If you love to party then Waterford is the place to be this summer Wersquoll be celebrating the start of an epic sea voyage with fRee live music on the quayside of Irelandrsquos oldest cityWith four days of great entertainment street parties and exciting food stalls therersquos no better excuse for a daytrip So shake a leg Tell your friends and family and get on boardSail Training
International
Presented by Szczecin
THE T
ALL SHIPS RACESfood amp cRafT vIllageS
STReeT TheaTRe
lIve muSIc
gReaT value ShoppIng Waterford Institute of Technology
shake alegat I R e l a N D rsquo s B Ig ge st e V e R qUaYsIDe PaRtY
The primary format for the press ads was a 3 column wide advert that was the full height of the publication [next page] This distinctive shape helped the ad to stand out while also subtly reinforcing the lsquoTallrsquo aspect of the eventThese ads were then amended for a variety of shapes ndash Irish Times front and back page Solus [above] and a reverse L shaped advert [above] for GO the Travel Supplement from the same paper
Press Advertising
All AboArdFOR IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
In July 2011 the worldrsquos most beautiful ships will set sail from
the city of Waterford to embark on an epic sailing race Join us as
we celebrate four days amp nights of fantastic entertainment fun food
and fireworks Tell your friends and family to come home and experience the magic Get on
board and support the festival
Call to the Race Office at 41 The Quay Waterford
or visit
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
WaterfordTallShipsRaceie
shake alegAT IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
If you love to party then Waterford will be the place to be during the
summer of 2011 Wersquoll be celebrating the start of an epic sea voyage with
live music and free concerts right on the quayside Join us for four days
of great entertainment theatre and street parties So shake a leg
Tell your friends and family and get on board
Call to the Race Office at 41 The Quay Waterford
or visit WaterfordTallShipsRaceie
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
WaterfordTallShipsRaceie
shiver metimbers
In June 2011 a spectacular carnival will light up the quayside as the worldrsquos most beautiful ships set
sail on an epic sailing voyage from Waterford city Four days of parades
pageantry and performers will colour the streets as we celebrate
this unique festival and atmosphere on Waterfordrsquos quayside
Tell your friends and family and get on board
Call to the Race Office at 41 The Quay Waterford
or visit
ITrsquoS IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
TOTEM conceived and directed a 30 second TV advert that was aired on the RTE channels for the month of June in the run up to the event We worked in partnership with Nemeton TV who did the production work on the advertSome of the final story board is above and the actual 30 second ad is an mpeg file that accompanies this pdf
TV Advertising
Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency
Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd
Testimonial
SELECTED WORKDOWN SYNDROME IRELAND
SELECTED WORK - NON PROFIT
One of them will have a happy childhood find love and get a well paid job
The other one will too
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 5 15032012 0914
SELECTED WORK - NON PROFIT
Hello My name is JamesAny chance of a cuddle
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 1 15032012 0913
Shersquos my sister
And hersquos my brother
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 6 15032012 0914
wwwdownsyndromeie
Therersquos no place
The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family
Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families
(Sue Buckley amp Ben Sacks 2001)
like home
ldquo
ldquo
DSI Landscape [Snap Frame]indd 7 15032012 0914
wwwdownsyndromeie
Hersquos helpful smart loves a laugh and enjoys life to the full
Just like his son
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 8 15032012 0914
SELECTED WORK - NON PROFIT
2 3
Congratulations
on the Birth of your BaBy
The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness
Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other
There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault
All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development
taBle of Contents
Congratulations 3
feelings and emotions 4
telling Brothers and sisters 6
Down syndrome 7
Question time 9
a Bright future ahead 10
stimulation and Bonding 12
What to ask your Doctor 14
entitlements 18
Down syndrome ireland 20
recommended reading 22
6 7
telling Brothers anD sisters
Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need
Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings
Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things
They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born
They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease
Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated
At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo
DoWn synDrome
Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome
What is a syndrome
A syndrome is a collection of several symptoms and signs that usually occur together
What is a chromosome
Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total
22 23
reCommenDeD reaDing
Down syndromean introduction for parents amp Carers
Cliff Cunningham
a minor adjustment
Andy Merriman
early Communication skills for Children Down syndrome
Libby Kumin
Babies with Down syndrome
Karen Stray-Gendersen
Building healthy minds
Stanley Greenspan MD
it takes two to talk
Jan Pepper amp Elaine Weitzman
This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]
May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members
May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide
aCknoWleDgements
graacuteinne murphy National Resource Team Down Syndrome Ireland
Dr Joan murphy (phd) Health Specialist
annette orsquo neill Down Syndrome Ireland
pat Clarke Chief Executive Down Syndrome Ireland
Clare leonard President Down Syndrome Ireland
Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland
4 5
Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before
feelings anD emotions
People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child
Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers
Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome
Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help
Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops
DaD
At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead
ldquo ldquo
mum
We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too
sister
When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time
aDult With DoWn synDrome
The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person
ldquo
ldquo
ldquo
ldquo
ldquo
ldquo
A publication by Down Syndrome Ireland copy 2011
Parent InformationBooklet
SELECTED WORK - NON PROFIT
SELECTED WORKGORTA
SELECTED WORK - NON PROFIT
Community Oriented Watershed Management
gortarsquos approach
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo capacity
and capability to move towards the achievement of prosperity
Children from the Wayaworr village sit
on the slopes of the Wayaworr water
storage dam In 2008 the existing
excavation was rehabilitated as a
water storage facility through the
ADWAC- gorta partnership The lake
is a deliberate catchment of rainwater
and is used for water for livestock
irrigation for tree planting in the
catchment area and the recharging
of groundwater which benefits wells in
the surrounding villages
Capacity Building and Technical Support
A grader provided by gorta successfully carried out the earthworks for the contour bunds Training
in the operation and maintenance of the heavy machinery was provided to ensure that this activity
will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the
collaboration of an agriculture engineer from Senegal who has provided on-going support and makes
periodic visits These activities are similar to the interventions carried out in Senegal by international
donors including USAID and the World Bank There the construction of two water storage dams with a
capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers
and reduced damage to crops due to improved cattle tracks from the dams to other water resources
In my district 80 of conflicts I address are related to cases between
farmers and cattle owners regarding grazing and drinking points Thanks
to the re-demarcation of the cattle tracks since 2010 I have never
arbitrated any case of such related conflicts
Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda
The programme involved training community members in Chamen village in the manual
construction of gabion boxes required for the reinforcement of the check dams Consequently
the limited availability of these boxes in the country and their high cost are no longer
constraints to the earthwork required for the soil conservation interventions Other livelihood
aspects of the integrated watershed management programme include water harvesting
through the construction of half moons establishment wood lots micro credit schemes in
10 villages rearing of small ruminants such as sheep and poultry and income generation
activities through food processing and marketing and processing of ground nuts and millet by
village cooperatives
We the women of Njonen are no more burdened with the use of mortar
and pestle While we save labour to do other economic activities we also
generate an income from the use of the milling machine
Mallah Jallow President of Njonen Women group
lsquolsquorsquorsquo
The 14 million litres water storage dam near Wayaworr
village in Njaba Kunda The Gambia provides water to
approximately 1200 cattle during the four months of the dry
season Since the construction of the dam there has been
a reduction in the number of conflicts over access to water
sources between farmers and herdsmen
One of the spillways in the 45km retention dyke is used to
control the salt intrusion near Marong Kunda village in Njaba
Kunda the Gambia The rehabilitation of 200 hectares has
supported the production of an extra 100000kg of rice
grown by 300 women
Mallah Jallow President of the
Njonen Women group in Njonen
village the Gambia
lsquolsquorsquorsquo
Programme Development
The implementation of the water resource
management programme with TFCG began
in June 2010 with massive sensitization
to raise awareness on water management
issues for over 30000 people Similar to other
awareness-raising programmes implemented
by TFCG training and sensitization meetings
were attended by a wide range of participants
These included representatives from the local
authorities district officials traditional leaders
and other stakeholders such as NGOs and local
networks Village Natural Resource Committees
(VNRC) farmers women and youth groups and
individuals Posters and t-shirts were distributed
and during a field visit to the project site by
a gorta representative in February 2012 the
participantsrsquo awareness of water management
issues and potential solutions was clearly
evident
Integrated catchment management plans were
developed for the upper Mkolo and Kwebululu
rivers involving all 21 villages Water committee
members were trained in the management of
water resources in order to enable them to
construct and manage the protection of the
springs that deliver water to 16 villages and
will provide safe and clean drinking water
to approximately 10000 people Protection
of the water sources included a wide range
of interventions from small water sources
providing water to 50-100 households to larger
water sources that include gravity delivery and
distribution systems to ensure that community
members have easy access to clean water
within reach The VNRC established in the
catchment area in 1997 received further training
in participatory management of the upper
catchment in order to ensure the quality of the
water and the vegetation that protects these
water sources As the patrolling of the forest
has been carried out by the participatory forest
conservation committees for the past 20 years
the additional water resource protection is a
natural step for these committees Reforestation
efforts have also taken place around the water
sources so as to promote their conservation
A gorta Case Study Tanzania
Eva Lolenzo and Lilian Williams from
Bagamoyo village
in Korogwe district
Tanzania climb up-hill
carrying water from a
spring that supplies
water to 80 households
out of 3400 people
living in the village
The Water Users
Committee received
training on sustainable
management of the
spring
The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since
2008 in Participatory Forest Management (PFM) and other livelihood interventions
such as improved agricultural practices Since 2010 water resource management
has been implemented in Lushoto and Korogwe districts of the Western Usambara
Mountain in Tanzaniarsquos Northeastern region TFCG have been working with
communities in 21 villages in the project area for the last 15 years where they have
been promoting sustainable livelihoods strategies through participatory forest
management improved sustainable agriculture practices rearing of small ruminants
and bee-keeping and aquaculture as income generation activities In 2009 a
participatory situation analysis was carried out by TFCG in Lushoto and Korogwe
districts where results revealed that only 46 of the people in Lushoto and 51 in
Korogwe had access to clean water This was affecting women in particular who had
to travel long distances in mountainous terrain to fetch water
Promoting Conservation
Agricultural Practices
Farmer field schools (FFS) provided training
to 630 farmers (246 women and 384 men) on
improved agriculture techniques that included
irrigation on a small scale Each of the FFS
were trained in improved agriculture techniques
based on conservation agriculture practices
The demonstration plots were developed on
the hillsides in areas where the slope reaches
100 Earth terraces were also constructed
where irrigation basins were formed to cultivate
a diversity of crops such as tomatoes beans
maize ginger cabbages green peppers and
potatoes and the ground was treated with
organic manure Irrigation is currently being
provided by gravity-fed irrigation canals and a
mobile improvised sprinkler Ten drip irrigation
systems of 500 square metres are due to be
placed on the demonstration plots and these will
be accompanied by intensive technical support to
ensure correct operation and maintenance Two
gravity schemes are planned to be rehabilitated
through the project and provide water to over 600
farmers irrigating approximately 450 acres
Complementary Interventions
Other water-related interventions promoted
through the programme include harvesting of
rainwater in 15 schools A total of 7500 students
will have improved access to drinking water
when water is scarce during the dry periods from
March to June and from September to November
The programme also involves participatory forest
management which TFCG have been practicing
since 1985 Tree nurseries were established in
primary schools with support from farmer groups
and it is expected that these trees (firewood and
timber varieties) will be distributed to at least
10000 farmers thus alleviating pressure on the
natural forest A total number of 1500000 trees
are expected to be planted during the three-year
programme
Bee-keeping activities have been practiced by
other communities supported by TFCG in the
Arc range mountains and have had very positive
results Selected community members have
received a total of 300 beehives It is estimated
that one beehive could provide 40 litres of honey
per year which can be sold at a weight value of
6000 Tanzania shillings (TSh) per kg which is
equal to approximately 3 Euro Therefore one
beehive provides an annual income of 240000
TSh (115 Euro) per year The expected total
income to be generated from 300 beehives would
be in the region of 72000000 TSh (33540 Euro)
per year
Participants planting tree saplings at a
Tanzania Forest Conservation Group
tree nursery in the West Usambara
Mountains Tanzania
Hausa and Jaacobo Lucas
irrigate the demonstration
plot that Bagamoyo Farm
Field School (FFS) cultivate
15 women and 15 men have
constructed soil terraces on
a le acre where they cultivate
ginger tomatoes cassava
maize cabbage and beans
Drip irrigation equipment
will soon be installed to
enhance the agriculture
production during the dry
season
SELECTED WORK - NON PROFIT
food prices brief
Brochure_WFDindd 1
12102011 111254
gortarsquos approach
In line with gortarsquos strategy and that of the
Irish Governmentrsquos Hunger Task Force we
recognise the important role smallholder
farmers play as part of the solution It is
essential that the current focus on price
volatility at both national and international
level leads to further investment in the
agriculture sector particularly focusing
on research and new and improved
technologies as well as in social security
in order to support the most vulnerable
gorta is working with local partners in
building their resilience to shocks by
creating safety nets as part of a coping
strategy
gorta is also bridging the gap between
agriculture research and smallholder farmers
We recognise the need to link research
with operations in the field and encourage
smallholder farmersrsquo access to training amp
information improved seed technology and
climate smart agriculture We adopt a model
of integrated community development which
promotes among others the safeguarding of
local biodiversity
gorta believes further
investment needs to be
made in strengthening
bull Research and innovation
bull Climate-smart agriculture
bull Improved seeds and farm management
techniques
bull Watershed management
bull Infrastructure marketing systems
extension and communication services
bull Market information and transparency
bull Protection of indigenous knowledge and
biodiversity
bull Food distribution systems food stocks
and reserves
bull Social safety nets
bull Small holder farmersrsquo active free and
meaningful participation in decision
making
Excessive fluctuations in commodity prices whether in situations
of price increases or price depressions create uncertainties for
farmers This affects decisions regarding agricultural investment
and as such has a long-term impact on world food security
The High Level Panel of Experts on Food Security and Nutrition of the
Committee on World Food Security July 2011
lsquolsquo
rsquorsquo
Brochure_WFDindd 6
12102011 111300
It is crucial to better understand our agricultural system and
it is imperative for research and development to start thinking
about new and sustainable approaches to improving the
quality safety and variety of food produced and consumed
around the world
Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International
Women selling grain at a marketplace
in Ghana
lsquolsquo
rsquorsquo
Brochure_WFDindd 7
12102011 111301
The issueldquoSmall import-dependent countries especially
in Africa were deeply affected by the food and
economic crises Some large countries were
able to insulate their markets from the crisis
through restrictive trade policies and protect
their consumers through safety nets However
trade insulation increased prices and volatility in
international marketsrdquo (FAO The State of Food
Insecurity in the World 2011)
The situation which brought about the 2011 food
price increase has some similarities to that which
led to the 20072008 global food crisis described
above during which FAO estimated that the
number of undernourished people increased
by 170 million in the period from 2007-2009
(FAO 2009) The situation was triggered by a
reduction in the levels of global grain stocks
higher oil prices increased financial investments
in agricultural commodities (WB and IMF 2011)
and an increase in international prices across
same According to the Committee on World
Food Security (CFS) High Level Panel of Experts
on Food Security and Nutrition (July 2011) since
2007 the volatility of food prices and the number
of countries effected by it has increased
The Food and Agriculture Organization of the
United Nations (FAO) publishes a monthly
Food Price Index which is viewed as a global
benchmark for food price trends and reports on
five food commodities cereals oilseeds sugar
dairy and meat According to it while global
food prices fell slightly in September 2011 due
largely to the global economic slowdown prices
across the five commodities remain high and are
still above those of 2010 (FAO 2011) The State
of Food Insecurity in the World 2011 an annual
global hunger report published jointly by FAO the
International Fund for Agricultural Development
(IFAD) and the World Food Programme (WFP)
predicts that high and volatile food prices will
persist with food importing countries especially
in Africa mostly at risk
Since the 20072008 price spike there has
been international recognition that investment
in agriculture at both micro and macro levels is
necessary to mitigate against further food price
volatility At the same time agriculture needs
to be viewed within a holistic multi-sectoral
framework Diversifying on-farm and off-farm
activities enables smallholder farmers to reduce
their risk and vulnerability to shocks Access to
market and commodity price information at the
right time remains critical for farmers in order for
them to plant accordingly
What are the factors involved
Among factors relating to food price volatility
are weather variability trade policies (including
export restrictions and bans) increasing oil
prices and the emergence of new financial
investors which are all likely to persist Each of
these highlights the urgent need to focus on
the drivers of food prices and to find long-term
sustainable solutions Other relevant elements
include the shift in the quality of demand for
foods that are more intensive in grains such as
meat and dairy the trade-off between grains
for food feed and biofuels population growth
ndash with figures set to rise to approximately 82
billion by 2030 (UN 2005) ndash and the reduction in
agriculture productivity All of these elements put
further pressure on an already under-invested
sector and on limited resources
Who is affected and how
Despite vast agricultural potential many African
countries are significant net food importers with
high food prices therefore having an immediate
impact on poor householdsrsquo purchasing
power and income share going to food With
approximately 60-80 percent of a householdrsquos
income spent on food any sudden and high
increase in food prices can result in severe
threats to food and nutrition security pushing
families deeper into poverty and hunger This
consequently impacts on their access to other
services such as health care and education
Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos
Farming Communities
Brochure_WFDindd 4
12102011 111259
A group of women hold up a bundle
of harvested ginger produce as part
of a Tanzanian Organic Agriculture
Movement initiative in Mnasi Tanzania
gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to
ginger production to breathe new life into previously struggling livelihoods Livelihoods in the
Korogwe District have dramatically improved since the intervention of gorta and TOAM with
the ginger crop last year outstripping the maize staple crop by four times Participants in the
programme can sell on their ginger harvests and with the proceeds are then able to invest in
other areas
TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining
a higher price and then informing them of the international market opportunities available for
the organic products TOAM also educates and trains the farmers to improve the quality of the
crop and gain certification so their produce will receive a fairer price
The gortaTOAM partnership provides expertise and training in ginger production helping
people in the local communities to become self-sufficient This in turn allows them to escape
poverty educate their children diversify their income into different farming areas and look
towards building a better life for themselves
Case Study Tanzanian Organic Agriculture Movement
Brochure_WFDindd 5
12102011 111259
Goretti Nakana sorts through her
crop of Irish potatoes Goretti is a
participant in the gortaEMESCO
programme in the Kibaale District
in Uganda which is currently being
implemented across 60 communities
and incorporates agriculture health
and water security
Brochure_WFDindd 2
12102011 111256
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo
capacity and capability to move towards the achievement of
prosperity ndash in this sense entrepreneurial development is key
Brochure_WFDindd 3
12102011 111259
SELECTED WORK - NON PROFIT
Annual Report 2010
Untitled-1 1
12082011 104455
About gorta 4
Foreward from the Chairman 6
CEos Message 8
Patron and Board Members 10
our Vision Mission and Values 12
Our Work ndash At Home 16
Hunger Secretariat and World
Food Day 18
Donor Engagement and
Communications 19
Fundraising 20
Networks 22
Stop Climate Chaos 24
International Alliance Against Hunger 25
Our Work ndash Overseas 26
Health 28
Education 30
Livelihoods 32
Water 34
Food 36
Accounts 38
Annual Financial statements 2010 40
cOntents
Photo caption to be placed
here Photo caption to be
placed here
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19
Our countries
Rosie Sambo Zagwa Million Dorothy Msonkho past
students of Bunda College of Agriculture Malawi
Rebecca Amukhoye of gorta speaks to particpants at the
Watershed Management Workshop in Mukono Uganda
Paticipants at the Watershed Management workshop in
Mukono Uganda
Pamela Nasimnu and William Keyah at the gorta funded
Baraka College Kenya
Uganda
bull Population 338
million
bull Life expectancy at
birth 541 years
Uganda has one of the highest
population growth rates in the world
with 26 living in chronic poverty As
one of Gortarsquos programme countries
since 1965 Uganda was designated as
a Gorta country of focus in 20078 The
elimination of poverty and hunger and the
creation of prosperous futures for the poorest
communities are part of Gortarsquos vision As
with each of our countries of focus Gorta
recognises that it is essential to work with
local district government officers and in line
with the National Development in order to
align their development efforts and to create
sustainable programmes that are owned by
the local communities Gortarsquos main focus in
Uganda has been on food security with an aim
to increase access to markets for smallholder
farmers while also working with local
partners on improving water and sanitation
and increasing awareness and access to
treatments of people living with HIVAids
Zambia
bullPopulation 132
million
bullLife expectancy at
birth 473 years
Decades of
economic decline
and neglect of
infrastructure
and services have
impacted heavily on
Zambiarsquos population of 115
million with 45 of the population ndash
52 million individuals ndash undernourished (FAo
2010) Gortarsquos involvement in Zambia has
been to five target areas where it is currently
working with local organisations on training
for beekeeping watershed management area
rehabilitation income generation and with
differently-abled groups
Kenya
bull Population 409 million
bull Life expectancy at birth 556 years
Kenyarsquos population is largely rural based
and rely on smallholder agriculture for their
livelihoods Unpredictable rainfall due to
climate change is having a significantly
negative effect on the food security status of
the country ndash droughts are on the rise placing
millions of Kenyans at risk of malnutrition
and starvation Gorta recognises the need
for training for smallholder farmers to adapt
their farming methods to a changing climate
Having been working in the country since the
mid-seventies and Kenya was designated as
a country of Gortarsquos focus in 20078 Gortarsquos
involvement was initially through small faith-
based organisations but recently we have
engaged with more strategic local partners
with the potential to scale-up and scale-out
Gortarsquos main area of work in Kenya is centred
on agricultural training and food security
through improved methods of agriculture
production
Malawi
bull Population 157 million
bull Life expectancy at birth 546 years
The Republic of Malawi is currently ranked
153 out of 169 on the Human Development
Index (2010) The majority of its population
of 123 million live below the poverty line
and about 83 of the people live in rural
areas with low access to basic health and
education services Agricultural production
is the mainstay of Malawirsquos economy
but landholdings are small leading to
encroachment on marginal lands and
increased erosion These conditions
combined with the high incidence of HIV
AIDS make the poor highly vulnerable
to effects of natural disasters and food
insecurity Gorta first began working in
Malawi in 2005 our focus of work is on water
and food security borehole rehabilitation
sanitation and hygiene irrigation schemes
exchange visits short training courses and the
promotion of self help groups
tanzania
bull Population 45 million
bull Life expectancy at birth 569 years
Climate change is already having an impact
on Tanzania and is likely to further affect
the country with increased temperatures
and lower rainfall which affects agriculture
forests water and coastal resources and
human health Tanzania became a country of
focus for Gorta in 2007 together with Kenya
Uganda Malawi and Zambia Since then
most of our programmes are concentrated
in the Northern regions of the country from
Lake Victoria to the Coast and include Mara
Arusha Manyara Kilimanjaro and Tanga
regions Gortarsquos programmes in Tanzania
focus specifically on maintaining and
improving forest conservation water security
projects and improving livelihoods through
income-generating schemes
ZAMBIA
UGANDA
Population and life expectancy statistics taken from the Human Development Report 2010
United Nations Development Programmes (UNDP)
KENYA
MALAWI
TANZANIA
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51
Financial Highlights 1 Where our money comes from
Donations and Fundraising
Income 5192
Trading Activities Income 936
Investment Income 596
Revenue based grants 178
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
2 How your money gets spent
Programmes Costs Including
Advocacy 7207
Costs of Generating Trading
Income 850
Governance Costs and
Currency Loss 42
Costs of Generating
Voluntary Income 1057
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
3 Breakdown of Fundraising
Income
Committed giving 4645
Legacies 159
Committee income 106
General donations 282
Gift in Kind 10
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
4 split of Grant Income by Donor
Irish Aid 150
Department of Agriculture
Fisheries and Food 19
Enterprise Ireland 975
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
5 split of Programmes spend
by country
Uganda 2276
Malawi 2053
Zambia 1109
Tanzania 710
Kenya 285
India 89
Haiti 52
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
6 split of Programmes spend by
thematic Area
Food Security 2407
Livelihoods 1927
Water and Sanitation 1247
Health 349
Education 295
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011
CASE STUDYTHE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience
The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope
The Hotel
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
Website
SELECTED WORKTopaz
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd
Testimonial
CASE STUDYWATERFORD AIRPORT
CASE STUDY - WATERFORD AIRPORT
Website
CASE STUDY - WATERFORD AIRPORT
Web Banners
CASE STUDY - WATERFORD AIRPORT
Facebook Marketing
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
TOTEM applied the brand identity to a variety of marketing materials from the 106 page A5 Official Programme to the multifunctional Corporate Folder and 5 Sales Inserts which were pitched at securing different levels of sponsorshipA variety of other items were also designed such as postcards menus buntings door stickers and banners
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Marketing Literature
The Tall ShipS RaceS2011 WaTeRfoRd
Official SOuvenir BrOchure
30 june ndash 3 july WATERFORD CiTy iRElAnDSail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE
E50
0
feSt
ival P
rice
OnlY
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
A 48 sheet poster on a mobile ad-van was used in Hartlepool UK the closing destination for the 2010 race to advertise that Waterford would be the start of the Tall Ships Race for 2011In the run up to the race national 48 and 96 sheet posters were used to promote the eventIrelandrsquos largest poster ndash 120 feet wide ndash hangs on Waterfordrsquos North Quays which was used to promote the race to the local people in the 12 months leading to the event It is now used to commemorate the wonderful occasion that was Irelandrsquos Biggest Ever Quayside Party
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Outdoor Advertising
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
30 june ndash 3 july 2011 W A T E R F O R D c i T yw w wWate r fordTa l l Sh ip s R a c e ie
ThE TAll ShipS RAcESP r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
If you love to party then Waterford is the place to be this summer Wersquoll be celebrating the start of an epic sea voyage with fRee live music on the quayside of Irelandrsquos oldest cityWith four days of great entertainment street parties and exciting food stalls therersquos no better excuse for a daytrip So shake a leg Tell your friends and family and get on boardSail Training
International
Presented by Szczecin
THE T
ALL SHIPS RACESfood amp cRafT vIllageS
STReeT TheaTRe
lIve muSIc
gReaT value ShoppIng Waterford Institute of Technology
shake alegat I R e l a N D rsquo s B Ig ge st e V e R qUaYsIDe PaRtY
The primary format for the press ads was a 3 column wide advert that was the full height of the publication [next page] This distinctive shape helped the ad to stand out while also subtly reinforcing the lsquoTallrsquo aspect of the eventThese ads were then amended for a variety of shapes ndash Irish Times front and back page Solus [above] and a reverse L shaped advert [above] for GO the Travel Supplement from the same paper
Press Advertising
All AboArdFOR IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
In July 2011 the worldrsquos most beautiful ships will set sail from
the city of Waterford to embark on an epic sailing race Join us as
we celebrate four days amp nights of fantastic entertainment fun food
and fireworks Tell your friends and family to come home and experience the magic Get on
board and support the festival
Call to the Race Office at 41 The Quay Waterford
or visit
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
WaterfordTallShipsRaceie
shake alegAT IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
If you love to party then Waterford will be the place to be during the
summer of 2011 Wersquoll be celebrating the start of an epic sea voyage with
live music and free concerts right on the quayside Join us for four days
of great entertainment theatre and street parties So shake a leg
Tell your friends and family and get on board
Call to the Race Office at 41 The Quay Waterford
or visit WaterfordTallShipsRaceie
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
WaterfordTallShipsRaceie
shiver metimbers
In June 2011 a spectacular carnival will light up the quayside as the worldrsquos most beautiful ships set
sail on an epic sailing voyage from Waterford city Four days of parades
pageantry and performers will colour the streets as we celebrate
this unique festival and atmosphere on Waterfordrsquos quayside
Tell your friends and family and get on board
Call to the Race Office at 41 The Quay Waterford
or visit
ITrsquoS IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
TOTEM conceived and directed a 30 second TV advert that was aired on the RTE channels for the month of June in the run up to the event We worked in partnership with Nemeton TV who did the production work on the advertSome of the final story board is above and the actual 30 second ad is an mpeg file that accompanies this pdf
TV Advertising
Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency
Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd
Testimonial
SELECTED WORKDOWN SYNDROME IRELAND
SELECTED WORK - NON PROFIT
One of them will have a happy childhood find love and get a well paid job
The other one will too
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 5 15032012 0914
SELECTED WORK - NON PROFIT
Hello My name is JamesAny chance of a cuddle
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 1 15032012 0913
Shersquos my sister
And hersquos my brother
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 6 15032012 0914
wwwdownsyndromeie
Therersquos no place
The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family
Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families
(Sue Buckley amp Ben Sacks 2001)
like home
ldquo
ldquo
DSI Landscape [Snap Frame]indd 7 15032012 0914
wwwdownsyndromeie
Hersquos helpful smart loves a laugh and enjoys life to the full
Just like his son
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 8 15032012 0914
SELECTED WORK - NON PROFIT
2 3
Congratulations
on the Birth of your BaBy
The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness
Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other
There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault
All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development
taBle of Contents
Congratulations 3
feelings and emotions 4
telling Brothers and sisters 6
Down syndrome 7
Question time 9
a Bright future ahead 10
stimulation and Bonding 12
What to ask your Doctor 14
entitlements 18
Down syndrome ireland 20
recommended reading 22
6 7
telling Brothers anD sisters
Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need
Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings
Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things
They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born
They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease
Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated
At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo
DoWn synDrome
Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome
What is a syndrome
A syndrome is a collection of several symptoms and signs that usually occur together
What is a chromosome
Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total
22 23
reCommenDeD reaDing
Down syndromean introduction for parents amp Carers
Cliff Cunningham
a minor adjustment
Andy Merriman
early Communication skills for Children Down syndrome
Libby Kumin
Babies with Down syndrome
Karen Stray-Gendersen
Building healthy minds
Stanley Greenspan MD
it takes two to talk
Jan Pepper amp Elaine Weitzman
This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]
May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members
May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide
aCknoWleDgements
graacuteinne murphy National Resource Team Down Syndrome Ireland
Dr Joan murphy (phd) Health Specialist
annette orsquo neill Down Syndrome Ireland
pat Clarke Chief Executive Down Syndrome Ireland
Clare leonard President Down Syndrome Ireland
Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland
4 5
Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before
feelings anD emotions
People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child
Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers
Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome
Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help
Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops
DaD
At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead
ldquo ldquo
mum
We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too
sister
When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time
aDult With DoWn synDrome
The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person
ldquo
ldquo
ldquo
ldquo
ldquo
ldquo
A publication by Down Syndrome Ireland copy 2011
Parent InformationBooklet
SELECTED WORK - NON PROFIT
SELECTED WORKGORTA
SELECTED WORK - NON PROFIT
Community Oriented Watershed Management
gortarsquos approach
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo capacity
and capability to move towards the achievement of prosperity
Children from the Wayaworr village sit
on the slopes of the Wayaworr water
storage dam In 2008 the existing
excavation was rehabilitated as a
water storage facility through the
ADWAC- gorta partnership The lake
is a deliberate catchment of rainwater
and is used for water for livestock
irrigation for tree planting in the
catchment area and the recharging
of groundwater which benefits wells in
the surrounding villages
Capacity Building and Technical Support
A grader provided by gorta successfully carried out the earthworks for the contour bunds Training
in the operation and maintenance of the heavy machinery was provided to ensure that this activity
will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the
collaboration of an agriculture engineer from Senegal who has provided on-going support and makes
periodic visits These activities are similar to the interventions carried out in Senegal by international
donors including USAID and the World Bank There the construction of two water storage dams with a
capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers
and reduced damage to crops due to improved cattle tracks from the dams to other water resources
In my district 80 of conflicts I address are related to cases between
farmers and cattle owners regarding grazing and drinking points Thanks
to the re-demarcation of the cattle tracks since 2010 I have never
arbitrated any case of such related conflicts
Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda
The programme involved training community members in Chamen village in the manual
construction of gabion boxes required for the reinforcement of the check dams Consequently
the limited availability of these boxes in the country and their high cost are no longer
constraints to the earthwork required for the soil conservation interventions Other livelihood
aspects of the integrated watershed management programme include water harvesting
through the construction of half moons establishment wood lots micro credit schemes in
10 villages rearing of small ruminants such as sheep and poultry and income generation
activities through food processing and marketing and processing of ground nuts and millet by
village cooperatives
We the women of Njonen are no more burdened with the use of mortar
and pestle While we save labour to do other economic activities we also
generate an income from the use of the milling machine
Mallah Jallow President of Njonen Women group
lsquolsquorsquorsquo
The 14 million litres water storage dam near Wayaworr
village in Njaba Kunda The Gambia provides water to
approximately 1200 cattle during the four months of the dry
season Since the construction of the dam there has been
a reduction in the number of conflicts over access to water
sources between farmers and herdsmen
One of the spillways in the 45km retention dyke is used to
control the salt intrusion near Marong Kunda village in Njaba
Kunda the Gambia The rehabilitation of 200 hectares has
supported the production of an extra 100000kg of rice
grown by 300 women
Mallah Jallow President of the
Njonen Women group in Njonen
village the Gambia
lsquolsquorsquorsquo
Programme Development
The implementation of the water resource
management programme with TFCG began
in June 2010 with massive sensitization
to raise awareness on water management
issues for over 30000 people Similar to other
awareness-raising programmes implemented
by TFCG training and sensitization meetings
were attended by a wide range of participants
These included representatives from the local
authorities district officials traditional leaders
and other stakeholders such as NGOs and local
networks Village Natural Resource Committees
(VNRC) farmers women and youth groups and
individuals Posters and t-shirts were distributed
and during a field visit to the project site by
a gorta representative in February 2012 the
participantsrsquo awareness of water management
issues and potential solutions was clearly
evident
Integrated catchment management plans were
developed for the upper Mkolo and Kwebululu
rivers involving all 21 villages Water committee
members were trained in the management of
water resources in order to enable them to
construct and manage the protection of the
springs that deliver water to 16 villages and
will provide safe and clean drinking water
to approximately 10000 people Protection
of the water sources included a wide range
of interventions from small water sources
providing water to 50-100 households to larger
water sources that include gravity delivery and
distribution systems to ensure that community
members have easy access to clean water
within reach The VNRC established in the
catchment area in 1997 received further training
in participatory management of the upper
catchment in order to ensure the quality of the
water and the vegetation that protects these
water sources As the patrolling of the forest
has been carried out by the participatory forest
conservation committees for the past 20 years
the additional water resource protection is a
natural step for these committees Reforestation
efforts have also taken place around the water
sources so as to promote their conservation
A gorta Case Study Tanzania
Eva Lolenzo and Lilian Williams from
Bagamoyo village
in Korogwe district
Tanzania climb up-hill
carrying water from a
spring that supplies
water to 80 households
out of 3400 people
living in the village
The Water Users
Committee received
training on sustainable
management of the
spring
The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since
2008 in Participatory Forest Management (PFM) and other livelihood interventions
such as improved agricultural practices Since 2010 water resource management
has been implemented in Lushoto and Korogwe districts of the Western Usambara
Mountain in Tanzaniarsquos Northeastern region TFCG have been working with
communities in 21 villages in the project area for the last 15 years where they have
been promoting sustainable livelihoods strategies through participatory forest
management improved sustainable agriculture practices rearing of small ruminants
and bee-keeping and aquaculture as income generation activities In 2009 a
participatory situation analysis was carried out by TFCG in Lushoto and Korogwe
districts where results revealed that only 46 of the people in Lushoto and 51 in
Korogwe had access to clean water This was affecting women in particular who had
to travel long distances in mountainous terrain to fetch water
Promoting Conservation
Agricultural Practices
Farmer field schools (FFS) provided training
to 630 farmers (246 women and 384 men) on
improved agriculture techniques that included
irrigation on a small scale Each of the FFS
were trained in improved agriculture techniques
based on conservation agriculture practices
The demonstration plots were developed on
the hillsides in areas where the slope reaches
100 Earth terraces were also constructed
where irrigation basins were formed to cultivate
a diversity of crops such as tomatoes beans
maize ginger cabbages green peppers and
potatoes and the ground was treated with
organic manure Irrigation is currently being
provided by gravity-fed irrigation canals and a
mobile improvised sprinkler Ten drip irrigation
systems of 500 square metres are due to be
placed on the demonstration plots and these will
be accompanied by intensive technical support to
ensure correct operation and maintenance Two
gravity schemes are planned to be rehabilitated
through the project and provide water to over 600
farmers irrigating approximately 450 acres
Complementary Interventions
Other water-related interventions promoted
through the programme include harvesting of
rainwater in 15 schools A total of 7500 students
will have improved access to drinking water
when water is scarce during the dry periods from
March to June and from September to November
The programme also involves participatory forest
management which TFCG have been practicing
since 1985 Tree nurseries were established in
primary schools with support from farmer groups
and it is expected that these trees (firewood and
timber varieties) will be distributed to at least
10000 farmers thus alleviating pressure on the
natural forest A total number of 1500000 trees
are expected to be planted during the three-year
programme
Bee-keeping activities have been practiced by
other communities supported by TFCG in the
Arc range mountains and have had very positive
results Selected community members have
received a total of 300 beehives It is estimated
that one beehive could provide 40 litres of honey
per year which can be sold at a weight value of
6000 Tanzania shillings (TSh) per kg which is
equal to approximately 3 Euro Therefore one
beehive provides an annual income of 240000
TSh (115 Euro) per year The expected total
income to be generated from 300 beehives would
be in the region of 72000000 TSh (33540 Euro)
per year
Participants planting tree saplings at a
Tanzania Forest Conservation Group
tree nursery in the West Usambara
Mountains Tanzania
Hausa and Jaacobo Lucas
irrigate the demonstration
plot that Bagamoyo Farm
Field School (FFS) cultivate
15 women and 15 men have
constructed soil terraces on
a le acre where they cultivate
ginger tomatoes cassava
maize cabbage and beans
Drip irrigation equipment
will soon be installed to
enhance the agriculture
production during the dry
season
SELECTED WORK - NON PROFIT
food prices brief
Brochure_WFDindd 1
12102011 111254
gortarsquos approach
In line with gortarsquos strategy and that of the
Irish Governmentrsquos Hunger Task Force we
recognise the important role smallholder
farmers play as part of the solution It is
essential that the current focus on price
volatility at both national and international
level leads to further investment in the
agriculture sector particularly focusing
on research and new and improved
technologies as well as in social security
in order to support the most vulnerable
gorta is working with local partners in
building their resilience to shocks by
creating safety nets as part of a coping
strategy
gorta is also bridging the gap between
agriculture research and smallholder farmers
We recognise the need to link research
with operations in the field and encourage
smallholder farmersrsquo access to training amp
information improved seed technology and
climate smart agriculture We adopt a model
of integrated community development which
promotes among others the safeguarding of
local biodiversity
gorta believes further
investment needs to be
made in strengthening
bull Research and innovation
bull Climate-smart agriculture
bull Improved seeds and farm management
techniques
bull Watershed management
bull Infrastructure marketing systems
extension and communication services
bull Market information and transparency
bull Protection of indigenous knowledge and
biodiversity
bull Food distribution systems food stocks
and reserves
bull Social safety nets
bull Small holder farmersrsquo active free and
meaningful participation in decision
making
Excessive fluctuations in commodity prices whether in situations
of price increases or price depressions create uncertainties for
farmers This affects decisions regarding agricultural investment
and as such has a long-term impact on world food security
The High Level Panel of Experts on Food Security and Nutrition of the
Committee on World Food Security July 2011
lsquolsquo
rsquorsquo
Brochure_WFDindd 6
12102011 111300
It is crucial to better understand our agricultural system and
it is imperative for research and development to start thinking
about new and sustainable approaches to improving the
quality safety and variety of food produced and consumed
around the world
Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International
Women selling grain at a marketplace
in Ghana
lsquolsquo
rsquorsquo
Brochure_WFDindd 7
12102011 111301
The issueldquoSmall import-dependent countries especially
in Africa were deeply affected by the food and
economic crises Some large countries were
able to insulate their markets from the crisis
through restrictive trade policies and protect
their consumers through safety nets However
trade insulation increased prices and volatility in
international marketsrdquo (FAO The State of Food
Insecurity in the World 2011)
The situation which brought about the 2011 food
price increase has some similarities to that which
led to the 20072008 global food crisis described
above during which FAO estimated that the
number of undernourished people increased
by 170 million in the period from 2007-2009
(FAO 2009) The situation was triggered by a
reduction in the levels of global grain stocks
higher oil prices increased financial investments
in agricultural commodities (WB and IMF 2011)
and an increase in international prices across
same According to the Committee on World
Food Security (CFS) High Level Panel of Experts
on Food Security and Nutrition (July 2011) since
2007 the volatility of food prices and the number
of countries effected by it has increased
The Food and Agriculture Organization of the
United Nations (FAO) publishes a monthly
Food Price Index which is viewed as a global
benchmark for food price trends and reports on
five food commodities cereals oilseeds sugar
dairy and meat According to it while global
food prices fell slightly in September 2011 due
largely to the global economic slowdown prices
across the five commodities remain high and are
still above those of 2010 (FAO 2011) The State
of Food Insecurity in the World 2011 an annual
global hunger report published jointly by FAO the
International Fund for Agricultural Development
(IFAD) and the World Food Programme (WFP)
predicts that high and volatile food prices will
persist with food importing countries especially
in Africa mostly at risk
Since the 20072008 price spike there has
been international recognition that investment
in agriculture at both micro and macro levels is
necessary to mitigate against further food price
volatility At the same time agriculture needs
to be viewed within a holistic multi-sectoral
framework Diversifying on-farm and off-farm
activities enables smallholder farmers to reduce
their risk and vulnerability to shocks Access to
market and commodity price information at the
right time remains critical for farmers in order for
them to plant accordingly
What are the factors involved
Among factors relating to food price volatility
are weather variability trade policies (including
export restrictions and bans) increasing oil
prices and the emergence of new financial
investors which are all likely to persist Each of
these highlights the urgent need to focus on
the drivers of food prices and to find long-term
sustainable solutions Other relevant elements
include the shift in the quality of demand for
foods that are more intensive in grains such as
meat and dairy the trade-off between grains
for food feed and biofuels population growth
ndash with figures set to rise to approximately 82
billion by 2030 (UN 2005) ndash and the reduction in
agriculture productivity All of these elements put
further pressure on an already under-invested
sector and on limited resources
Who is affected and how
Despite vast agricultural potential many African
countries are significant net food importers with
high food prices therefore having an immediate
impact on poor householdsrsquo purchasing
power and income share going to food With
approximately 60-80 percent of a householdrsquos
income spent on food any sudden and high
increase in food prices can result in severe
threats to food and nutrition security pushing
families deeper into poverty and hunger This
consequently impacts on their access to other
services such as health care and education
Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos
Farming Communities
Brochure_WFDindd 4
12102011 111259
A group of women hold up a bundle
of harvested ginger produce as part
of a Tanzanian Organic Agriculture
Movement initiative in Mnasi Tanzania
gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to
ginger production to breathe new life into previously struggling livelihoods Livelihoods in the
Korogwe District have dramatically improved since the intervention of gorta and TOAM with
the ginger crop last year outstripping the maize staple crop by four times Participants in the
programme can sell on their ginger harvests and with the proceeds are then able to invest in
other areas
TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining
a higher price and then informing them of the international market opportunities available for
the organic products TOAM also educates and trains the farmers to improve the quality of the
crop and gain certification so their produce will receive a fairer price
The gortaTOAM partnership provides expertise and training in ginger production helping
people in the local communities to become self-sufficient This in turn allows them to escape
poverty educate their children diversify their income into different farming areas and look
towards building a better life for themselves
Case Study Tanzanian Organic Agriculture Movement
Brochure_WFDindd 5
12102011 111259
Goretti Nakana sorts through her
crop of Irish potatoes Goretti is a
participant in the gortaEMESCO
programme in the Kibaale District
in Uganda which is currently being
implemented across 60 communities
and incorporates agriculture health
and water security
Brochure_WFDindd 2
12102011 111256
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo
capacity and capability to move towards the achievement of
prosperity ndash in this sense entrepreneurial development is key
Brochure_WFDindd 3
12102011 111259
SELECTED WORK - NON PROFIT
Annual Report 2010
Untitled-1 1
12082011 104455
About gorta 4
Foreward from the Chairman 6
CEos Message 8
Patron and Board Members 10
our Vision Mission and Values 12
Our Work ndash At Home 16
Hunger Secretariat and World
Food Day 18
Donor Engagement and
Communications 19
Fundraising 20
Networks 22
Stop Climate Chaos 24
International Alliance Against Hunger 25
Our Work ndash Overseas 26
Health 28
Education 30
Livelihoods 32
Water 34
Food 36
Accounts 38
Annual Financial statements 2010 40
cOntents
Photo caption to be placed
here Photo caption to be
placed here
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19
Our countries
Rosie Sambo Zagwa Million Dorothy Msonkho past
students of Bunda College of Agriculture Malawi
Rebecca Amukhoye of gorta speaks to particpants at the
Watershed Management Workshop in Mukono Uganda
Paticipants at the Watershed Management workshop in
Mukono Uganda
Pamela Nasimnu and William Keyah at the gorta funded
Baraka College Kenya
Uganda
bull Population 338
million
bull Life expectancy at
birth 541 years
Uganda has one of the highest
population growth rates in the world
with 26 living in chronic poverty As
one of Gortarsquos programme countries
since 1965 Uganda was designated as
a Gorta country of focus in 20078 The
elimination of poverty and hunger and the
creation of prosperous futures for the poorest
communities are part of Gortarsquos vision As
with each of our countries of focus Gorta
recognises that it is essential to work with
local district government officers and in line
with the National Development in order to
align their development efforts and to create
sustainable programmes that are owned by
the local communities Gortarsquos main focus in
Uganda has been on food security with an aim
to increase access to markets for smallholder
farmers while also working with local
partners on improving water and sanitation
and increasing awareness and access to
treatments of people living with HIVAids
Zambia
bullPopulation 132
million
bullLife expectancy at
birth 473 years
Decades of
economic decline
and neglect of
infrastructure
and services have
impacted heavily on
Zambiarsquos population of 115
million with 45 of the population ndash
52 million individuals ndash undernourished (FAo
2010) Gortarsquos involvement in Zambia has
been to five target areas where it is currently
working with local organisations on training
for beekeeping watershed management area
rehabilitation income generation and with
differently-abled groups
Kenya
bull Population 409 million
bull Life expectancy at birth 556 years
Kenyarsquos population is largely rural based
and rely on smallholder agriculture for their
livelihoods Unpredictable rainfall due to
climate change is having a significantly
negative effect on the food security status of
the country ndash droughts are on the rise placing
millions of Kenyans at risk of malnutrition
and starvation Gorta recognises the need
for training for smallholder farmers to adapt
their farming methods to a changing climate
Having been working in the country since the
mid-seventies and Kenya was designated as
a country of Gortarsquos focus in 20078 Gortarsquos
involvement was initially through small faith-
based organisations but recently we have
engaged with more strategic local partners
with the potential to scale-up and scale-out
Gortarsquos main area of work in Kenya is centred
on agricultural training and food security
through improved methods of agriculture
production
Malawi
bull Population 157 million
bull Life expectancy at birth 546 years
The Republic of Malawi is currently ranked
153 out of 169 on the Human Development
Index (2010) The majority of its population
of 123 million live below the poverty line
and about 83 of the people live in rural
areas with low access to basic health and
education services Agricultural production
is the mainstay of Malawirsquos economy
but landholdings are small leading to
encroachment on marginal lands and
increased erosion These conditions
combined with the high incidence of HIV
AIDS make the poor highly vulnerable
to effects of natural disasters and food
insecurity Gorta first began working in
Malawi in 2005 our focus of work is on water
and food security borehole rehabilitation
sanitation and hygiene irrigation schemes
exchange visits short training courses and the
promotion of self help groups
tanzania
bull Population 45 million
bull Life expectancy at birth 569 years
Climate change is already having an impact
on Tanzania and is likely to further affect
the country with increased temperatures
and lower rainfall which affects agriculture
forests water and coastal resources and
human health Tanzania became a country of
focus for Gorta in 2007 together with Kenya
Uganda Malawi and Zambia Since then
most of our programmes are concentrated
in the Northern regions of the country from
Lake Victoria to the Coast and include Mara
Arusha Manyara Kilimanjaro and Tanga
regions Gortarsquos programmes in Tanzania
focus specifically on maintaining and
improving forest conservation water security
projects and improving livelihoods through
income-generating schemes
ZAMBIA
UGANDA
Population and life expectancy statistics taken from the Human Development Report 2010
United Nations Development Programmes (UNDP)
KENYA
MALAWI
TANZANIA
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51
Financial Highlights 1 Where our money comes from
Donations and Fundraising
Income 5192
Trading Activities Income 936
Investment Income 596
Revenue based grants 178
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
2 How your money gets spent
Programmes Costs Including
Advocacy 7207
Costs of Generating Trading
Income 850
Governance Costs and
Currency Loss 42
Costs of Generating
Voluntary Income 1057
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
3 Breakdown of Fundraising
Income
Committed giving 4645
Legacies 159
Committee income 106
General donations 282
Gift in Kind 10
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
4 split of Grant Income by Donor
Irish Aid 150
Department of Agriculture
Fisheries and Food 19
Enterprise Ireland 975
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
5 split of Programmes spend
by country
Uganda 2276
Malawi 2053
Zambia 1109
Tanzania 710
Kenya 285
India 89
Haiti 52
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
6 split of Programmes spend by
thematic Area
Food Security 2407
Livelihoods 1927
Water and Sanitation 1247
Health 349
Education 295
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011
CASE STUDYTHE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience
The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope
The Hotel
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
Website
SELECTED WORKTopaz
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd
Testimonial
CASE STUDYWATERFORD AIRPORT
CASE STUDY - WATERFORD AIRPORT
Website
CASE STUDY - WATERFORD AIRPORT
Web Banners
CASE STUDY - WATERFORD AIRPORT
Facebook Marketing
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
A 48 sheet poster on a mobile ad-van was used in Hartlepool UK the closing destination for the 2010 race to advertise that Waterford would be the start of the Tall Ships Race for 2011In the run up to the race national 48 and 96 sheet posters were used to promote the eventIrelandrsquos largest poster ndash 120 feet wide ndash hangs on Waterfordrsquos North Quays which was used to promote the race to the local people in the 12 months leading to the event It is now used to commemorate the wonderful occasion that was Irelandrsquos Biggest Ever Quayside Party
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Outdoor Advertising
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
30 june ndash 3 july 2011 W A T E R F O R D c i T yw w wWate r fordTa l l Sh ip s R a c e ie
ThE TAll ShipS RAcESP r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
If you love to party then Waterford is the place to be this summer Wersquoll be celebrating the start of an epic sea voyage with fRee live music on the quayside of Irelandrsquos oldest cityWith four days of great entertainment street parties and exciting food stalls therersquos no better excuse for a daytrip So shake a leg Tell your friends and family and get on boardSail Training
International
Presented by Szczecin
THE T
ALL SHIPS RACESfood amp cRafT vIllageS
STReeT TheaTRe
lIve muSIc
gReaT value ShoppIng Waterford Institute of Technology
shake alegat I R e l a N D rsquo s B Ig ge st e V e R qUaYsIDe PaRtY
The primary format for the press ads was a 3 column wide advert that was the full height of the publication [next page] This distinctive shape helped the ad to stand out while also subtly reinforcing the lsquoTallrsquo aspect of the eventThese ads were then amended for a variety of shapes ndash Irish Times front and back page Solus [above] and a reverse L shaped advert [above] for GO the Travel Supplement from the same paper
Press Advertising
All AboArdFOR IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
In July 2011 the worldrsquos most beautiful ships will set sail from
the city of Waterford to embark on an epic sailing race Join us as
we celebrate four days amp nights of fantastic entertainment fun food
and fireworks Tell your friends and family to come home and experience the magic Get on
board and support the festival
Call to the Race Office at 41 The Quay Waterford
or visit
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
WaterfordTallShipsRaceie
shake alegAT IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
If you love to party then Waterford will be the place to be during the
summer of 2011 Wersquoll be celebrating the start of an epic sea voyage with
live music and free concerts right on the quayside Join us for four days
of great entertainment theatre and street parties So shake a leg
Tell your friends and family and get on board
Call to the Race Office at 41 The Quay Waterford
or visit WaterfordTallShipsRaceie
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
WaterfordTallShipsRaceie
shiver metimbers
In June 2011 a spectacular carnival will light up the quayside as the worldrsquos most beautiful ships set
sail on an epic sailing voyage from Waterford city Four days of parades
pageantry and performers will colour the streets as we celebrate
this unique festival and atmosphere on Waterfordrsquos quayside
Tell your friends and family and get on board
Call to the Race Office at 41 The Quay Waterford
or visit
ITrsquoS IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
TOTEM conceived and directed a 30 second TV advert that was aired on the RTE channels for the month of June in the run up to the event We worked in partnership with Nemeton TV who did the production work on the advertSome of the final story board is above and the actual 30 second ad is an mpeg file that accompanies this pdf
TV Advertising
Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency
Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd
Testimonial
SELECTED WORKDOWN SYNDROME IRELAND
SELECTED WORK - NON PROFIT
One of them will have a happy childhood find love and get a well paid job
The other one will too
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 5 15032012 0914
SELECTED WORK - NON PROFIT
Hello My name is JamesAny chance of a cuddle
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 1 15032012 0913
Shersquos my sister
And hersquos my brother
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 6 15032012 0914
wwwdownsyndromeie
Therersquos no place
The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family
Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families
(Sue Buckley amp Ben Sacks 2001)
like home
ldquo
ldquo
DSI Landscape [Snap Frame]indd 7 15032012 0914
wwwdownsyndromeie
Hersquos helpful smart loves a laugh and enjoys life to the full
Just like his son
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 8 15032012 0914
SELECTED WORK - NON PROFIT
2 3
Congratulations
on the Birth of your BaBy
The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness
Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other
There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault
All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development
taBle of Contents
Congratulations 3
feelings and emotions 4
telling Brothers and sisters 6
Down syndrome 7
Question time 9
a Bright future ahead 10
stimulation and Bonding 12
What to ask your Doctor 14
entitlements 18
Down syndrome ireland 20
recommended reading 22
6 7
telling Brothers anD sisters
Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need
Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings
Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things
They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born
They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease
Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated
At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo
DoWn synDrome
Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome
What is a syndrome
A syndrome is a collection of several symptoms and signs that usually occur together
What is a chromosome
Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total
22 23
reCommenDeD reaDing
Down syndromean introduction for parents amp Carers
Cliff Cunningham
a minor adjustment
Andy Merriman
early Communication skills for Children Down syndrome
Libby Kumin
Babies with Down syndrome
Karen Stray-Gendersen
Building healthy minds
Stanley Greenspan MD
it takes two to talk
Jan Pepper amp Elaine Weitzman
This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]
May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members
May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide
aCknoWleDgements
graacuteinne murphy National Resource Team Down Syndrome Ireland
Dr Joan murphy (phd) Health Specialist
annette orsquo neill Down Syndrome Ireland
pat Clarke Chief Executive Down Syndrome Ireland
Clare leonard President Down Syndrome Ireland
Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland
4 5
Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before
feelings anD emotions
People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child
Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers
Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome
Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help
Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops
DaD
At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead
ldquo ldquo
mum
We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too
sister
When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time
aDult With DoWn synDrome
The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person
ldquo
ldquo
ldquo
ldquo
ldquo
ldquo
A publication by Down Syndrome Ireland copy 2011
Parent InformationBooklet
SELECTED WORK - NON PROFIT
SELECTED WORKGORTA
SELECTED WORK - NON PROFIT
Community Oriented Watershed Management
gortarsquos approach
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo capacity
and capability to move towards the achievement of prosperity
Children from the Wayaworr village sit
on the slopes of the Wayaworr water
storage dam In 2008 the existing
excavation was rehabilitated as a
water storage facility through the
ADWAC- gorta partnership The lake
is a deliberate catchment of rainwater
and is used for water for livestock
irrigation for tree planting in the
catchment area and the recharging
of groundwater which benefits wells in
the surrounding villages
Capacity Building and Technical Support
A grader provided by gorta successfully carried out the earthworks for the contour bunds Training
in the operation and maintenance of the heavy machinery was provided to ensure that this activity
will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the
collaboration of an agriculture engineer from Senegal who has provided on-going support and makes
periodic visits These activities are similar to the interventions carried out in Senegal by international
donors including USAID and the World Bank There the construction of two water storage dams with a
capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers
and reduced damage to crops due to improved cattle tracks from the dams to other water resources
In my district 80 of conflicts I address are related to cases between
farmers and cattle owners regarding grazing and drinking points Thanks
to the re-demarcation of the cattle tracks since 2010 I have never
arbitrated any case of such related conflicts
Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda
The programme involved training community members in Chamen village in the manual
construction of gabion boxes required for the reinforcement of the check dams Consequently
the limited availability of these boxes in the country and their high cost are no longer
constraints to the earthwork required for the soil conservation interventions Other livelihood
aspects of the integrated watershed management programme include water harvesting
through the construction of half moons establishment wood lots micro credit schemes in
10 villages rearing of small ruminants such as sheep and poultry and income generation
activities through food processing and marketing and processing of ground nuts and millet by
village cooperatives
We the women of Njonen are no more burdened with the use of mortar
and pestle While we save labour to do other economic activities we also
generate an income from the use of the milling machine
Mallah Jallow President of Njonen Women group
lsquolsquorsquorsquo
The 14 million litres water storage dam near Wayaworr
village in Njaba Kunda The Gambia provides water to
approximately 1200 cattle during the four months of the dry
season Since the construction of the dam there has been
a reduction in the number of conflicts over access to water
sources between farmers and herdsmen
One of the spillways in the 45km retention dyke is used to
control the salt intrusion near Marong Kunda village in Njaba
Kunda the Gambia The rehabilitation of 200 hectares has
supported the production of an extra 100000kg of rice
grown by 300 women
Mallah Jallow President of the
Njonen Women group in Njonen
village the Gambia
lsquolsquorsquorsquo
Programme Development
The implementation of the water resource
management programme with TFCG began
in June 2010 with massive sensitization
to raise awareness on water management
issues for over 30000 people Similar to other
awareness-raising programmes implemented
by TFCG training and sensitization meetings
were attended by a wide range of participants
These included representatives from the local
authorities district officials traditional leaders
and other stakeholders such as NGOs and local
networks Village Natural Resource Committees
(VNRC) farmers women and youth groups and
individuals Posters and t-shirts were distributed
and during a field visit to the project site by
a gorta representative in February 2012 the
participantsrsquo awareness of water management
issues and potential solutions was clearly
evident
Integrated catchment management plans were
developed for the upper Mkolo and Kwebululu
rivers involving all 21 villages Water committee
members were trained in the management of
water resources in order to enable them to
construct and manage the protection of the
springs that deliver water to 16 villages and
will provide safe and clean drinking water
to approximately 10000 people Protection
of the water sources included a wide range
of interventions from small water sources
providing water to 50-100 households to larger
water sources that include gravity delivery and
distribution systems to ensure that community
members have easy access to clean water
within reach The VNRC established in the
catchment area in 1997 received further training
in participatory management of the upper
catchment in order to ensure the quality of the
water and the vegetation that protects these
water sources As the patrolling of the forest
has been carried out by the participatory forest
conservation committees for the past 20 years
the additional water resource protection is a
natural step for these committees Reforestation
efforts have also taken place around the water
sources so as to promote their conservation
A gorta Case Study Tanzania
Eva Lolenzo and Lilian Williams from
Bagamoyo village
in Korogwe district
Tanzania climb up-hill
carrying water from a
spring that supplies
water to 80 households
out of 3400 people
living in the village
The Water Users
Committee received
training on sustainable
management of the
spring
The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since
2008 in Participatory Forest Management (PFM) and other livelihood interventions
such as improved agricultural practices Since 2010 water resource management
has been implemented in Lushoto and Korogwe districts of the Western Usambara
Mountain in Tanzaniarsquos Northeastern region TFCG have been working with
communities in 21 villages in the project area for the last 15 years where they have
been promoting sustainable livelihoods strategies through participatory forest
management improved sustainable agriculture practices rearing of small ruminants
and bee-keeping and aquaculture as income generation activities In 2009 a
participatory situation analysis was carried out by TFCG in Lushoto and Korogwe
districts where results revealed that only 46 of the people in Lushoto and 51 in
Korogwe had access to clean water This was affecting women in particular who had
to travel long distances in mountainous terrain to fetch water
Promoting Conservation
Agricultural Practices
Farmer field schools (FFS) provided training
to 630 farmers (246 women and 384 men) on
improved agriculture techniques that included
irrigation on a small scale Each of the FFS
were trained in improved agriculture techniques
based on conservation agriculture practices
The demonstration plots were developed on
the hillsides in areas where the slope reaches
100 Earth terraces were also constructed
where irrigation basins were formed to cultivate
a diversity of crops such as tomatoes beans
maize ginger cabbages green peppers and
potatoes and the ground was treated with
organic manure Irrigation is currently being
provided by gravity-fed irrigation canals and a
mobile improvised sprinkler Ten drip irrigation
systems of 500 square metres are due to be
placed on the demonstration plots and these will
be accompanied by intensive technical support to
ensure correct operation and maintenance Two
gravity schemes are planned to be rehabilitated
through the project and provide water to over 600
farmers irrigating approximately 450 acres
Complementary Interventions
Other water-related interventions promoted
through the programme include harvesting of
rainwater in 15 schools A total of 7500 students
will have improved access to drinking water
when water is scarce during the dry periods from
March to June and from September to November
The programme also involves participatory forest
management which TFCG have been practicing
since 1985 Tree nurseries were established in
primary schools with support from farmer groups
and it is expected that these trees (firewood and
timber varieties) will be distributed to at least
10000 farmers thus alleviating pressure on the
natural forest A total number of 1500000 trees
are expected to be planted during the three-year
programme
Bee-keeping activities have been practiced by
other communities supported by TFCG in the
Arc range mountains and have had very positive
results Selected community members have
received a total of 300 beehives It is estimated
that one beehive could provide 40 litres of honey
per year which can be sold at a weight value of
6000 Tanzania shillings (TSh) per kg which is
equal to approximately 3 Euro Therefore one
beehive provides an annual income of 240000
TSh (115 Euro) per year The expected total
income to be generated from 300 beehives would
be in the region of 72000000 TSh (33540 Euro)
per year
Participants planting tree saplings at a
Tanzania Forest Conservation Group
tree nursery in the West Usambara
Mountains Tanzania
Hausa and Jaacobo Lucas
irrigate the demonstration
plot that Bagamoyo Farm
Field School (FFS) cultivate
15 women and 15 men have
constructed soil terraces on
a le acre where they cultivate
ginger tomatoes cassava
maize cabbage and beans
Drip irrigation equipment
will soon be installed to
enhance the agriculture
production during the dry
season
SELECTED WORK - NON PROFIT
food prices brief
Brochure_WFDindd 1
12102011 111254
gortarsquos approach
In line with gortarsquos strategy and that of the
Irish Governmentrsquos Hunger Task Force we
recognise the important role smallholder
farmers play as part of the solution It is
essential that the current focus on price
volatility at both national and international
level leads to further investment in the
agriculture sector particularly focusing
on research and new and improved
technologies as well as in social security
in order to support the most vulnerable
gorta is working with local partners in
building their resilience to shocks by
creating safety nets as part of a coping
strategy
gorta is also bridging the gap between
agriculture research and smallholder farmers
We recognise the need to link research
with operations in the field and encourage
smallholder farmersrsquo access to training amp
information improved seed technology and
climate smart agriculture We adopt a model
of integrated community development which
promotes among others the safeguarding of
local biodiversity
gorta believes further
investment needs to be
made in strengthening
bull Research and innovation
bull Climate-smart agriculture
bull Improved seeds and farm management
techniques
bull Watershed management
bull Infrastructure marketing systems
extension and communication services
bull Market information and transparency
bull Protection of indigenous knowledge and
biodiversity
bull Food distribution systems food stocks
and reserves
bull Social safety nets
bull Small holder farmersrsquo active free and
meaningful participation in decision
making
Excessive fluctuations in commodity prices whether in situations
of price increases or price depressions create uncertainties for
farmers This affects decisions regarding agricultural investment
and as such has a long-term impact on world food security
The High Level Panel of Experts on Food Security and Nutrition of the
Committee on World Food Security July 2011
lsquolsquo
rsquorsquo
Brochure_WFDindd 6
12102011 111300
It is crucial to better understand our agricultural system and
it is imperative for research and development to start thinking
about new and sustainable approaches to improving the
quality safety and variety of food produced and consumed
around the world
Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International
Women selling grain at a marketplace
in Ghana
lsquolsquo
rsquorsquo
Brochure_WFDindd 7
12102011 111301
The issueldquoSmall import-dependent countries especially
in Africa were deeply affected by the food and
economic crises Some large countries were
able to insulate their markets from the crisis
through restrictive trade policies and protect
their consumers through safety nets However
trade insulation increased prices and volatility in
international marketsrdquo (FAO The State of Food
Insecurity in the World 2011)
The situation which brought about the 2011 food
price increase has some similarities to that which
led to the 20072008 global food crisis described
above during which FAO estimated that the
number of undernourished people increased
by 170 million in the period from 2007-2009
(FAO 2009) The situation was triggered by a
reduction in the levels of global grain stocks
higher oil prices increased financial investments
in agricultural commodities (WB and IMF 2011)
and an increase in international prices across
same According to the Committee on World
Food Security (CFS) High Level Panel of Experts
on Food Security and Nutrition (July 2011) since
2007 the volatility of food prices and the number
of countries effected by it has increased
The Food and Agriculture Organization of the
United Nations (FAO) publishes a monthly
Food Price Index which is viewed as a global
benchmark for food price trends and reports on
five food commodities cereals oilseeds sugar
dairy and meat According to it while global
food prices fell slightly in September 2011 due
largely to the global economic slowdown prices
across the five commodities remain high and are
still above those of 2010 (FAO 2011) The State
of Food Insecurity in the World 2011 an annual
global hunger report published jointly by FAO the
International Fund for Agricultural Development
(IFAD) and the World Food Programme (WFP)
predicts that high and volatile food prices will
persist with food importing countries especially
in Africa mostly at risk
Since the 20072008 price spike there has
been international recognition that investment
in agriculture at both micro and macro levels is
necessary to mitigate against further food price
volatility At the same time agriculture needs
to be viewed within a holistic multi-sectoral
framework Diversifying on-farm and off-farm
activities enables smallholder farmers to reduce
their risk and vulnerability to shocks Access to
market and commodity price information at the
right time remains critical for farmers in order for
them to plant accordingly
What are the factors involved
Among factors relating to food price volatility
are weather variability trade policies (including
export restrictions and bans) increasing oil
prices and the emergence of new financial
investors which are all likely to persist Each of
these highlights the urgent need to focus on
the drivers of food prices and to find long-term
sustainable solutions Other relevant elements
include the shift in the quality of demand for
foods that are more intensive in grains such as
meat and dairy the trade-off between grains
for food feed and biofuels population growth
ndash with figures set to rise to approximately 82
billion by 2030 (UN 2005) ndash and the reduction in
agriculture productivity All of these elements put
further pressure on an already under-invested
sector and on limited resources
Who is affected and how
Despite vast agricultural potential many African
countries are significant net food importers with
high food prices therefore having an immediate
impact on poor householdsrsquo purchasing
power and income share going to food With
approximately 60-80 percent of a householdrsquos
income spent on food any sudden and high
increase in food prices can result in severe
threats to food and nutrition security pushing
families deeper into poverty and hunger This
consequently impacts on their access to other
services such as health care and education
Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos
Farming Communities
Brochure_WFDindd 4
12102011 111259
A group of women hold up a bundle
of harvested ginger produce as part
of a Tanzanian Organic Agriculture
Movement initiative in Mnasi Tanzania
gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to
ginger production to breathe new life into previously struggling livelihoods Livelihoods in the
Korogwe District have dramatically improved since the intervention of gorta and TOAM with
the ginger crop last year outstripping the maize staple crop by four times Participants in the
programme can sell on their ginger harvests and with the proceeds are then able to invest in
other areas
TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining
a higher price and then informing them of the international market opportunities available for
the organic products TOAM also educates and trains the farmers to improve the quality of the
crop and gain certification so their produce will receive a fairer price
The gortaTOAM partnership provides expertise and training in ginger production helping
people in the local communities to become self-sufficient This in turn allows them to escape
poverty educate their children diversify their income into different farming areas and look
towards building a better life for themselves
Case Study Tanzanian Organic Agriculture Movement
Brochure_WFDindd 5
12102011 111259
Goretti Nakana sorts through her
crop of Irish potatoes Goretti is a
participant in the gortaEMESCO
programme in the Kibaale District
in Uganda which is currently being
implemented across 60 communities
and incorporates agriculture health
and water security
Brochure_WFDindd 2
12102011 111256
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo
capacity and capability to move towards the achievement of
prosperity ndash in this sense entrepreneurial development is key
Brochure_WFDindd 3
12102011 111259
SELECTED WORK - NON PROFIT
Annual Report 2010
Untitled-1 1
12082011 104455
About gorta 4
Foreward from the Chairman 6
CEos Message 8
Patron and Board Members 10
our Vision Mission and Values 12
Our Work ndash At Home 16
Hunger Secretariat and World
Food Day 18
Donor Engagement and
Communications 19
Fundraising 20
Networks 22
Stop Climate Chaos 24
International Alliance Against Hunger 25
Our Work ndash Overseas 26
Health 28
Education 30
Livelihoods 32
Water 34
Food 36
Accounts 38
Annual Financial statements 2010 40
cOntents
Photo caption to be placed
here Photo caption to be
placed here
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19
Our countries
Rosie Sambo Zagwa Million Dorothy Msonkho past
students of Bunda College of Agriculture Malawi
Rebecca Amukhoye of gorta speaks to particpants at the
Watershed Management Workshop in Mukono Uganda
Paticipants at the Watershed Management workshop in
Mukono Uganda
Pamela Nasimnu and William Keyah at the gorta funded
Baraka College Kenya
Uganda
bull Population 338
million
bull Life expectancy at
birth 541 years
Uganda has one of the highest
population growth rates in the world
with 26 living in chronic poverty As
one of Gortarsquos programme countries
since 1965 Uganda was designated as
a Gorta country of focus in 20078 The
elimination of poverty and hunger and the
creation of prosperous futures for the poorest
communities are part of Gortarsquos vision As
with each of our countries of focus Gorta
recognises that it is essential to work with
local district government officers and in line
with the National Development in order to
align their development efforts and to create
sustainable programmes that are owned by
the local communities Gortarsquos main focus in
Uganda has been on food security with an aim
to increase access to markets for smallholder
farmers while also working with local
partners on improving water and sanitation
and increasing awareness and access to
treatments of people living with HIVAids
Zambia
bullPopulation 132
million
bullLife expectancy at
birth 473 years
Decades of
economic decline
and neglect of
infrastructure
and services have
impacted heavily on
Zambiarsquos population of 115
million with 45 of the population ndash
52 million individuals ndash undernourished (FAo
2010) Gortarsquos involvement in Zambia has
been to five target areas where it is currently
working with local organisations on training
for beekeeping watershed management area
rehabilitation income generation and with
differently-abled groups
Kenya
bull Population 409 million
bull Life expectancy at birth 556 years
Kenyarsquos population is largely rural based
and rely on smallholder agriculture for their
livelihoods Unpredictable rainfall due to
climate change is having a significantly
negative effect on the food security status of
the country ndash droughts are on the rise placing
millions of Kenyans at risk of malnutrition
and starvation Gorta recognises the need
for training for smallholder farmers to adapt
their farming methods to a changing climate
Having been working in the country since the
mid-seventies and Kenya was designated as
a country of Gortarsquos focus in 20078 Gortarsquos
involvement was initially through small faith-
based organisations but recently we have
engaged with more strategic local partners
with the potential to scale-up and scale-out
Gortarsquos main area of work in Kenya is centred
on agricultural training and food security
through improved methods of agriculture
production
Malawi
bull Population 157 million
bull Life expectancy at birth 546 years
The Republic of Malawi is currently ranked
153 out of 169 on the Human Development
Index (2010) The majority of its population
of 123 million live below the poverty line
and about 83 of the people live in rural
areas with low access to basic health and
education services Agricultural production
is the mainstay of Malawirsquos economy
but landholdings are small leading to
encroachment on marginal lands and
increased erosion These conditions
combined with the high incidence of HIV
AIDS make the poor highly vulnerable
to effects of natural disasters and food
insecurity Gorta first began working in
Malawi in 2005 our focus of work is on water
and food security borehole rehabilitation
sanitation and hygiene irrigation schemes
exchange visits short training courses and the
promotion of self help groups
tanzania
bull Population 45 million
bull Life expectancy at birth 569 years
Climate change is already having an impact
on Tanzania and is likely to further affect
the country with increased temperatures
and lower rainfall which affects agriculture
forests water and coastal resources and
human health Tanzania became a country of
focus for Gorta in 2007 together with Kenya
Uganda Malawi and Zambia Since then
most of our programmes are concentrated
in the Northern regions of the country from
Lake Victoria to the Coast and include Mara
Arusha Manyara Kilimanjaro and Tanga
regions Gortarsquos programmes in Tanzania
focus specifically on maintaining and
improving forest conservation water security
projects and improving livelihoods through
income-generating schemes
ZAMBIA
UGANDA
Population and life expectancy statistics taken from the Human Development Report 2010
United Nations Development Programmes (UNDP)
KENYA
MALAWI
TANZANIA
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51
Financial Highlights 1 Where our money comes from
Donations and Fundraising
Income 5192
Trading Activities Income 936
Investment Income 596
Revenue based grants 178
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
2 How your money gets spent
Programmes Costs Including
Advocacy 7207
Costs of Generating Trading
Income 850
Governance Costs and
Currency Loss 42
Costs of Generating
Voluntary Income 1057
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
3 Breakdown of Fundraising
Income
Committed giving 4645
Legacies 159
Committee income 106
General donations 282
Gift in Kind 10
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
4 split of Grant Income by Donor
Irish Aid 150
Department of Agriculture
Fisheries and Food 19
Enterprise Ireland 975
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
5 split of Programmes spend
by country
Uganda 2276
Malawi 2053
Zambia 1109
Tanzania 710
Kenya 285
India 89
Haiti 52
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
6 split of Programmes spend by
thematic Area
Food Security 2407
Livelihoods 1927
Water and Sanitation 1247
Health 349
Education 295
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011
CASE STUDYTHE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience
The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope
The Hotel
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
Website
SELECTED WORKTopaz
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd
Testimonial
CASE STUDYWATERFORD AIRPORT
CASE STUDY - WATERFORD AIRPORT
Website
CASE STUDY - WATERFORD AIRPORT
Web Banners
CASE STUDY - WATERFORD AIRPORT
Facebook Marketing
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
A 48 sheet poster on a mobile ad-van was used in Hartlepool UK the closing destination for the 2010 race to advertise that Waterford would be the start of the Tall Ships Race for 2011In the run up to the race national 48 and 96 sheet posters were used to promote the eventIrelandrsquos largest poster ndash 120 feet wide ndash hangs on Waterfordrsquos North Quays which was used to promote the race to the local people in the 12 months leading to the event It is now used to commemorate the wonderful occasion that was Irelandrsquos Biggest Ever Quayside Party
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
Outdoor Advertising
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
30 june ndash 3 july 2011 W A T E R F O R D c i T yw w wWate r fordTa l l Sh ip s R a c e ie
ThE TAll ShipS RAcESP r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
If you love to party then Waterford is the place to be this summer Wersquoll be celebrating the start of an epic sea voyage with fRee live music on the quayside of Irelandrsquos oldest cityWith four days of great entertainment street parties and exciting food stalls therersquos no better excuse for a daytrip So shake a leg Tell your friends and family and get on boardSail Training
International
Presented by Szczecin
THE T
ALL SHIPS RACESfood amp cRafT vIllageS
STReeT TheaTRe
lIve muSIc
gReaT value ShoppIng Waterford Institute of Technology
shake alegat I R e l a N D rsquo s B Ig ge st e V e R qUaYsIDe PaRtY
The primary format for the press ads was a 3 column wide advert that was the full height of the publication [next page] This distinctive shape helped the ad to stand out while also subtly reinforcing the lsquoTallrsquo aspect of the eventThese ads were then amended for a variety of shapes ndash Irish Times front and back page Solus [above] and a reverse L shaped advert [above] for GO the Travel Supplement from the same paper
Press Advertising
All AboArdFOR IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
In July 2011 the worldrsquos most beautiful ships will set sail from
the city of Waterford to embark on an epic sailing race Join us as
we celebrate four days amp nights of fantastic entertainment fun food
and fireworks Tell your friends and family to come home and experience the magic Get on
board and support the festival
Call to the Race Office at 41 The Quay Waterford
or visit
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
WaterfordTallShipsRaceie
shake alegAT IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
If you love to party then Waterford will be the place to be during the
summer of 2011 Wersquoll be celebrating the start of an epic sea voyage with
live music and free concerts right on the quayside Join us for four days
of great entertainment theatre and street parties So shake a leg
Tell your friends and family and get on board
Call to the Race Office at 41 The Quay Waterford
or visit WaterfordTallShipsRaceie
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
WaterfordTallShipsRaceie
shiver metimbers
In June 2011 a spectacular carnival will light up the quayside as the worldrsquos most beautiful ships set
sail on an epic sailing voyage from Waterford city Four days of parades
pageantry and performers will colour the streets as we celebrate
this unique festival and atmosphere on Waterfordrsquos quayside
Tell your friends and family and get on board
Call to the Race Office at 41 The Quay Waterford
or visit
ITrsquoS IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
TOTEM conceived and directed a 30 second TV advert that was aired on the RTE channels for the month of June in the run up to the event We worked in partnership with Nemeton TV who did the production work on the advertSome of the final story board is above and the actual 30 second ad is an mpeg file that accompanies this pdf
TV Advertising
Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency
Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd
Testimonial
SELECTED WORKDOWN SYNDROME IRELAND
SELECTED WORK - NON PROFIT
One of them will have a happy childhood find love and get a well paid job
The other one will too
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 5 15032012 0914
SELECTED WORK - NON PROFIT
Hello My name is JamesAny chance of a cuddle
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 1 15032012 0913
Shersquos my sister
And hersquos my brother
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 6 15032012 0914
wwwdownsyndromeie
Therersquos no place
The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family
Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families
(Sue Buckley amp Ben Sacks 2001)
like home
ldquo
ldquo
DSI Landscape [Snap Frame]indd 7 15032012 0914
wwwdownsyndromeie
Hersquos helpful smart loves a laugh and enjoys life to the full
Just like his son
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 8 15032012 0914
SELECTED WORK - NON PROFIT
2 3
Congratulations
on the Birth of your BaBy
The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness
Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other
There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault
All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development
taBle of Contents
Congratulations 3
feelings and emotions 4
telling Brothers and sisters 6
Down syndrome 7
Question time 9
a Bright future ahead 10
stimulation and Bonding 12
What to ask your Doctor 14
entitlements 18
Down syndrome ireland 20
recommended reading 22
6 7
telling Brothers anD sisters
Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need
Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings
Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things
They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born
They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease
Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated
At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo
DoWn synDrome
Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome
What is a syndrome
A syndrome is a collection of several symptoms and signs that usually occur together
What is a chromosome
Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total
22 23
reCommenDeD reaDing
Down syndromean introduction for parents amp Carers
Cliff Cunningham
a minor adjustment
Andy Merriman
early Communication skills for Children Down syndrome
Libby Kumin
Babies with Down syndrome
Karen Stray-Gendersen
Building healthy minds
Stanley Greenspan MD
it takes two to talk
Jan Pepper amp Elaine Weitzman
This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]
May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members
May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide
aCknoWleDgements
graacuteinne murphy National Resource Team Down Syndrome Ireland
Dr Joan murphy (phd) Health Specialist
annette orsquo neill Down Syndrome Ireland
pat Clarke Chief Executive Down Syndrome Ireland
Clare leonard President Down Syndrome Ireland
Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland
4 5
Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before
feelings anD emotions
People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child
Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers
Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome
Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help
Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops
DaD
At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead
ldquo ldquo
mum
We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too
sister
When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time
aDult With DoWn synDrome
The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person
ldquo
ldquo
ldquo
ldquo
ldquo
ldquo
A publication by Down Syndrome Ireland copy 2011
Parent InformationBooklet
SELECTED WORK - NON PROFIT
SELECTED WORKGORTA
SELECTED WORK - NON PROFIT
Community Oriented Watershed Management
gortarsquos approach
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo capacity
and capability to move towards the achievement of prosperity
Children from the Wayaworr village sit
on the slopes of the Wayaworr water
storage dam In 2008 the existing
excavation was rehabilitated as a
water storage facility through the
ADWAC- gorta partnership The lake
is a deliberate catchment of rainwater
and is used for water for livestock
irrigation for tree planting in the
catchment area and the recharging
of groundwater which benefits wells in
the surrounding villages
Capacity Building and Technical Support
A grader provided by gorta successfully carried out the earthworks for the contour bunds Training
in the operation and maintenance of the heavy machinery was provided to ensure that this activity
will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the
collaboration of an agriculture engineer from Senegal who has provided on-going support and makes
periodic visits These activities are similar to the interventions carried out in Senegal by international
donors including USAID and the World Bank There the construction of two water storage dams with a
capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers
and reduced damage to crops due to improved cattle tracks from the dams to other water resources
In my district 80 of conflicts I address are related to cases between
farmers and cattle owners regarding grazing and drinking points Thanks
to the re-demarcation of the cattle tracks since 2010 I have never
arbitrated any case of such related conflicts
Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda
The programme involved training community members in Chamen village in the manual
construction of gabion boxes required for the reinforcement of the check dams Consequently
the limited availability of these boxes in the country and their high cost are no longer
constraints to the earthwork required for the soil conservation interventions Other livelihood
aspects of the integrated watershed management programme include water harvesting
through the construction of half moons establishment wood lots micro credit schemes in
10 villages rearing of small ruminants such as sheep and poultry and income generation
activities through food processing and marketing and processing of ground nuts and millet by
village cooperatives
We the women of Njonen are no more burdened with the use of mortar
and pestle While we save labour to do other economic activities we also
generate an income from the use of the milling machine
Mallah Jallow President of Njonen Women group
lsquolsquorsquorsquo
The 14 million litres water storage dam near Wayaworr
village in Njaba Kunda The Gambia provides water to
approximately 1200 cattle during the four months of the dry
season Since the construction of the dam there has been
a reduction in the number of conflicts over access to water
sources between farmers and herdsmen
One of the spillways in the 45km retention dyke is used to
control the salt intrusion near Marong Kunda village in Njaba
Kunda the Gambia The rehabilitation of 200 hectares has
supported the production of an extra 100000kg of rice
grown by 300 women
Mallah Jallow President of the
Njonen Women group in Njonen
village the Gambia
lsquolsquorsquorsquo
Programme Development
The implementation of the water resource
management programme with TFCG began
in June 2010 with massive sensitization
to raise awareness on water management
issues for over 30000 people Similar to other
awareness-raising programmes implemented
by TFCG training and sensitization meetings
were attended by a wide range of participants
These included representatives from the local
authorities district officials traditional leaders
and other stakeholders such as NGOs and local
networks Village Natural Resource Committees
(VNRC) farmers women and youth groups and
individuals Posters and t-shirts were distributed
and during a field visit to the project site by
a gorta representative in February 2012 the
participantsrsquo awareness of water management
issues and potential solutions was clearly
evident
Integrated catchment management plans were
developed for the upper Mkolo and Kwebululu
rivers involving all 21 villages Water committee
members were trained in the management of
water resources in order to enable them to
construct and manage the protection of the
springs that deliver water to 16 villages and
will provide safe and clean drinking water
to approximately 10000 people Protection
of the water sources included a wide range
of interventions from small water sources
providing water to 50-100 households to larger
water sources that include gravity delivery and
distribution systems to ensure that community
members have easy access to clean water
within reach The VNRC established in the
catchment area in 1997 received further training
in participatory management of the upper
catchment in order to ensure the quality of the
water and the vegetation that protects these
water sources As the patrolling of the forest
has been carried out by the participatory forest
conservation committees for the past 20 years
the additional water resource protection is a
natural step for these committees Reforestation
efforts have also taken place around the water
sources so as to promote their conservation
A gorta Case Study Tanzania
Eva Lolenzo and Lilian Williams from
Bagamoyo village
in Korogwe district
Tanzania climb up-hill
carrying water from a
spring that supplies
water to 80 households
out of 3400 people
living in the village
The Water Users
Committee received
training on sustainable
management of the
spring
The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since
2008 in Participatory Forest Management (PFM) and other livelihood interventions
such as improved agricultural practices Since 2010 water resource management
has been implemented in Lushoto and Korogwe districts of the Western Usambara
Mountain in Tanzaniarsquos Northeastern region TFCG have been working with
communities in 21 villages in the project area for the last 15 years where they have
been promoting sustainable livelihoods strategies through participatory forest
management improved sustainable agriculture practices rearing of small ruminants
and bee-keeping and aquaculture as income generation activities In 2009 a
participatory situation analysis was carried out by TFCG in Lushoto and Korogwe
districts where results revealed that only 46 of the people in Lushoto and 51 in
Korogwe had access to clean water This was affecting women in particular who had
to travel long distances in mountainous terrain to fetch water
Promoting Conservation
Agricultural Practices
Farmer field schools (FFS) provided training
to 630 farmers (246 women and 384 men) on
improved agriculture techniques that included
irrigation on a small scale Each of the FFS
were trained in improved agriculture techniques
based on conservation agriculture practices
The demonstration plots were developed on
the hillsides in areas where the slope reaches
100 Earth terraces were also constructed
where irrigation basins were formed to cultivate
a diversity of crops such as tomatoes beans
maize ginger cabbages green peppers and
potatoes and the ground was treated with
organic manure Irrigation is currently being
provided by gravity-fed irrigation canals and a
mobile improvised sprinkler Ten drip irrigation
systems of 500 square metres are due to be
placed on the demonstration plots and these will
be accompanied by intensive technical support to
ensure correct operation and maintenance Two
gravity schemes are planned to be rehabilitated
through the project and provide water to over 600
farmers irrigating approximately 450 acres
Complementary Interventions
Other water-related interventions promoted
through the programme include harvesting of
rainwater in 15 schools A total of 7500 students
will have improved access to drinking water
when water is scarce during the dry periods from
March to June and from September to November
The programme also involves participatory forest
management which TFCG have been practicing
since 1985 Tree nurseries were established in
primary schools with support from farmer groups
and it is expected that these trees (firewood and
timber varieties) will be distributed to at least
10000 farmers thus alleviating pressure on the
natural forest A total number of 1500000 trees
are expected to be planted during the three-year
programme
Bee-keeping activities have been practiced by
other communities supported by TFCG in the
Arc range mountains and have had very positive
results Selected community members have
received a total of 300 beehives It is estimated
that one beehive could provide 40 litres of honey
per year which can be sold at a weight value of
6000 Tanzania shillings (TSh) per kg which is
equal to approximately 3 Euro Therefore one
beehive provides an annual income of 240000
TSh (115 Euro) per year The expected total
income to be generated from 300 beehives would
be in the region of 72000000 TSh (33540 Euro)
per year
Participants planting tree saplings at a
Tanzania Forest Conservation Group
tree nursery in the West Usambara
Mountains Tanzania
Hausa and Jaacobo Lucas
irrigate the demonstration
plot that Bagamoyo Farm
Field School (FFS) cultivate
15 women and 15 men have
constructed soil terraces on
a le acre where they cultivate
ginger tomatoes cassava
maize cabbage and beans
Drip irrigation equipment
will soon be installed to
enhance the agriculture
production during the dry
season
SELECTED WORK - NON PROFIT
food prices brief
Brochure_WFDindd 1
12102011 111254
gortarsquos approach
In line with gortarsquos strategy and that of the
Irish Governmentrsquos Hunger Task Force we
recognise the important role smallholder
farmers play as part of the solution It is
essential that the current focus on price
volatility at both national and international
level leads to further investment in the
agriculture sector particularly focusing
on research and new and improved
technologies as well as in social security
in order to support the most vulnerable
gorta is working with local partners in
building their resilience to shocks by
creating safety nets as part of a coping
strategy
gorta is also bridging the gap between
agriculture research and smallholder farmers
We recognise the need to link research
with operations in the field and encourage
smallholder farmersrsquo access to training amp
information improved seed technology and
climate smart agriculture We adopt a model
of integrated community development which
promotes among others the safeguarding of
local biodiversity
gorta believes further
investment needs to be
made in strengthening
bull Research and innovation
bull Climate-smart agriculture
bull Improved seeds and farm management
techniques
bull Watershed management
bull Infrastructure marketing systems
extension and communication services
bull Market information and transparency
bull Protection of indigenous knowledge and
biodiversity
bull Food distribution systems food stocks
and reserves
bull Social safety nets
bull Small holder farmersrsquo active free and
meaningful participation in decision
making
Excessive fluctuations in commodity prices whether in situations
of price increases or price depressions create uncertainties for
farmers This affects decisions regarding agricultural investment
and as such has a long-term impact on world food security
The High Level Panel of Experts on Food Security and Nutrition of the
Committee on World Food Security July 2011
lsquolsquo
rsquorsquo
Brochure_WFDindd 6
12102011 111300
It is crucial to better understand our agricultural system and
it is imperative for research and development to start thinking
about new and sustainable approaches to improving the
quality safety and variety of food produced and consumed
around the world
Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International
Women selling grain at a marketplace
in Ghana
lsquolsquo
rsquorsquo
Brochure_WFDindd 7
12102011 111301
The issueldquoSmall import-dependent countries especially
in Africa were deeply affected by the food and
economic crises Some large countries were
able to insulate their markets from the crisis
through restrictive trade policies and protect
their consumers through safety nets However
trade insulation increased prices and volatility in
international marketsrdquo (FAO The State of Food
Insecurity in the World 2011)
The situation which brought about the 2011 food
price increase has some similarities to that which
led to the 20072008 global food crisis described
above during which FAO estimated that the
number of undernourished people increased
by 170 million in the period from 2007-2009
(FAO 2009) The situation was triggered by a
reduction in the levels of global grain stocks
higher oil prices increased financial investments
in agricultural commodities (WB and IMF 2011)
and an increase in international prices across
same According to the Committee on World
Food Security (CFS) High Level Panel of Experts
on Food Security and Nutrition (July 2011) since
2007 the volatility of food prices and the number
of countries effected by it has increased
The Food and Agriculture Organization of the
United Nations (FAO) publishes a monthly
Food Price Index which is viewed as a global
benchmark for food price trends and reports on
five food commodities cereals oilseeds sugar
dairy and meat According to it while global
food prices fell slightly in September 2011 due
largely to the global economic slowdown prices
across the five commodities remain high and are
still above those of 2010 (FAO 2011) The State
of Food Insecurity in the World 2011 an annual
global hunger report published jointly by FAO the
International Fund for Agricultural Development
(IFAD) and the World Food Programme (WFP)
predicts that high and volatile food prices will
persist with food importing countries especially
in Africa mostly at risk
Since the 20072008 price spike there has
been international recognition that investment
in agriculture at both micro and macro levels is
necessary to mitigate against further food price
volatility At the same time agriculture needs
to be viewed within a holistic multi-sectoral
framework Diversifying on-farm and off-farm
activities enables smallholder farmers to reduce
their risk and vulnerability to shocks Access to
market and commodity price information at the
right time remains critical for farmers in order for
them to plant accordingly
What are the factors involved
Among factors relating to food price volatility
are weather variability trade policies (including
export restrictions and bans) increasing oil
prices and the emergence of new financial
investors which are all likely to persist Each of
these highlights the urgent need to focus on
the drivers of food prices and to find long-term
sustainable solutions Other relevant elements
include the shift in the quality of demand for
foods that are more intensive in grains such as
meat and dairy the trade-off between grains
for food feed and biofuels population growth
ndash with figures set to rise to approximately 82
billion by 2030 (UN 2005) ndash and the reduction in
agriculture productivity All of these elements put
further pressure on an already under-invested
sector and on limited resources
Who is affected and how
Despite vast agricultural potential many African
countries are significant net food importers with
high food prices therefore having an immediate
impact on poor householdsrsquo purchasing
power and income share going to food With
approximately 60-80 percent of a householdrsquos
income spent on food any sudden and high
increase in food prices can result in severe
threats to food and nutrition security pushing
families deeper into poverty and hunger This
consequently impacts on their access to other
services such as health care and education
Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos
Farming Communities
Brochure_WFDindd 4
12102011 111259
A group of women hold up a bundle
of harvested ginger produce as part
of a Tanzanian Organic Agriculture
Movement initiative in Mnasi Tanzania
gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to
ginger production to breathe new life into previously struggling livelihoods Livelihoods in the
Korogwe District have dramatically improved since the intervention of gorta and TOAM with
the ginger crop last year outstripping the maize staple crop by four times Participants in the
programme can sell on their ginger harvests and with the proceeds are then able to invest in
other areas
TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining
a higher price and then informing them of the international market opportunities available for
the organic products TOAM also educates and trains the farmers to improve the quality of the
crop and gain certification so their produce will receive a fairer price
The gortaTOAM partnership provides expertise and training in ginger production helping
people in the local communities to become self-sufficient This in turn allows them to escape
poverty educate their children diversify their income into different farming areas and look
towards building a better life for themselves
Case Study Tanzanian Organic Agriculture Movement
Brochure_WFDindd 5
12102011 111259
Goretti Nakana sorts through her
crop of Irish potatoes Goretti is a
participant in the gortaEMESCO
programme in the Kibaale District
in Uganda which is currently being
implemented across 60 communities
and incorporates agriculture health
and water security
Brochure_WFDindd 2
12102011 111256
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo
capacity and capability to move towards the achievement of
prosperity ndash in this sense entrepreneurial development is key
Brochure_WFDindd 3
12102011 111259
SELECTED WORK - NON PROFIT
Annual Report 2010
Untitled-1 1
12082011 104455
About gorta 4
Foreward from the Chairman 6
CEos Message 8
Patron and Board Members 10
our Vision Mission and Values 12
Our Work ndash At Home 16
Hunger Secretariat and World
Food Day 18
Donor Engagement and
Communications 19
Fundraising 20
Networks 22
Stop Climate Chaos 24
International Alliance Against Hunger 25
Our Work ndash Overseas 26
Health 28
Education 30
Livelihoods 32
Water 34
Food 36
Accounts 38
Annual Financial statements 2010 40
cOntents
Photo caption to be placed
here Photo caption to be
placed here
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19
Our countries
Rosie Sambo Zagwa Million Dorothy Msonkho past
students of Bunda College of Agriculture Malawi
Rebecca Amukhoye of gorta speaks to particpants at the
Watershed Management Workshop in Mukono Uganda
Paticipants at the Watershed Management workshop in
Mukono Uganda
Pamela Nasimnu and William Keyah at the gorta funded
Baraka College Kenya
Uganda
bull Population 338
million
bull Life expectancy at
birth 541 years
Uganda has one of the highest
population growth rates in the world
with 26 living in chronic poverty As
one of Gortarsquos programme countries
since 1965 Uganda was designated as
a Gorta country of focus in 20078 The
elimination of poverty and hunger and the
creation of prosperous futures for the poorest
communities are part of Gortarsquos vision As
with each of our countries of focus Gorta
recognises that it is essential to work with
local district government officers and in line
with the National Development in order to
align their development efforts and to create
sustainable programmes that are owned by
the local communities Gortarsquos main focus in
Uganda has been on food security with an aim
to increase access to markets for smallholder
farmers while also working with local
partners on improving water and sanitation
and increasing awareness and access to
treatments of people living with HIVAids
Zambia
bullPopulation 132
million
bullLife expectancy at
birth 473 years
Decades of
economic decline
and neglect of
infrastructure
and services have
impacted heavily on
Zambiarsquos population of 115
million with 45 of the population ndash
52 million individuals ndash undernourished (FAo
2010) Gortarsquos involvement in Zambia has
been to five target areas where it is currently
working with local organisations on training
for beekeeping watershed management area
rehabilitation income generation and with
differently-abled groups
Kenya
bull Population 409 million
bull Life expectancy at birth 556 years
Kenyarsquos population is largely rural based
and rely on smallholder agriculture for their
livelihoods Unpredictable rainfall due to
climate change is having a significantly
negative effect on the food security status of
the country ndash droughts are on the rise placing
millions of Kenyans at risk of malnutrition
and starvation Gorta recognises the need
for training for smallholder farmers to adapt
their farming methods to a changing climate
Having been working in the country since the
mid-seventies and Kenya was designated as
a country of Gortarsquos focus in 20078 Gortarsquos
involvement was initially through small faith-
based organisations but recently we have
engaged with more strategic local partners
with the potential to scale-up and scale-out
Gortarsquos main area of work in Kenya is centred
on agricultural training and food security
through improved methods of agriculture
production
Malawi
bull Population 157 million
bull Life expectancy at birth 546 years
The Republic of Malawi is currently ranked
153 out of 169 on the Human Development
Index (2010) The majority of its population
of 123 million live below the poverty line
and about 83 of the people live in rural
areas with low access to basic health and
education services Agricultural production
is the mainstay of Malawirsquos economy
but landholdings are small leading to
encroachment on marginal lands and
increased erosion These conditions
combined with the high incidence of HIV
AIDS make the poor highly vulnerable
to effects of natural disasters and food
insecurity Gorta first began working in
Malawi in 2005 our focus of work is on water
and food security borehole rehabilitation
sanitation and hygiene irrigation schemes
exchange visits short training courses and the
promotion of self help groups
tanzania
bull Population 45 million
bull Life expectancy at birth 569 years
Climate change is already having an impact
on Tanzania and is likely to further affect
the country with increased temperatures
and lower rainfall which affects agriculture
forests water and coastal resources and
human health Tanzania became a country of
focus for Gorta in 2007 together with Kenya
Uganda Malawi and Zambia Since then
most of our programmes are concentrated
in the Northern regions of the country from
Lake Victoria to the Coast and include Mara
Arusha Manyara Kilimanjaro and Tanga
regions Gortarsquos programmes in Tanzania
focus specifically on maintaining and
improving forest conservation water security
projects and improving livelihoods through
income-generating schemes
ZAMBIA
UGANDA
Population and life expectancy statistics taken from the Human Development Report 2010
United Nations Development Programmes (UNDP)
KENYA
MALAWI
TANZANIA
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51
Financial Highlights 1 Where our money comes from
Donations and Fundraising
Income 5192
Trading Activities Income 936
Investment Income 596
Revenue based grants 178
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
2 How your money gets spent
Programmes Costs Including
Advocacy 7207
Costs of Generating Trading
Income 850
Governance Costs and
Currency Loss 42
Costs of Generating
Voluntary Income 1057
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
3 Breakdown of Fundraising
Income
Committed giving 4645
Legacies 159
Committee income 106
General donations 282
Gift in Kind 10
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
4 split of Grant Income by Donor
Irish Aid 150
Department of Agriculture
Fisheries and Food 19
Enterprise Ireland 975
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
5 split of Programmes spend
by country
Uganda 2276
Malawi 2053
Zambia 1109
Tanzania 710
Kenya 285
India 89
Haiti 52
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
6 split of Programmes spend by
thematic Area
Food Security 2407
Livelihoods 1927
Water and Sanitation 1247
Health 349
Education 295
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011
CASE STUDYTHE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience
The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope
The Hotel
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
Website
SELECTED WORKTopaz
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd
Testimonial
CASE STUDYWATERFORD AIRPORT
CASE STUDY - WATERFORD AIRPORT
Website
CASE STUDY - WATERFORD AIRPORT
Web Banners
CASE STUDY - WATERFORD AIRPORT
Facebook Marketing
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
30 june ndash 3 july 2011 W A T E R F O R D c i T yw w wWate r fordTa l l Sh ip s R a c e ie
ThE TAll ShipS RAcESP r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
If you love to party then Waterford is the place to be this summer Wersquoll be celebrating the start of an epic sea voyage with fRee live music on the quayside of Irelandrsquos oldest cityWith four days of great entertainment street parties and exciting food stalls therersquos no better excuse for a daytrip So shake a leg Tell your friends and family and get on boardSail Training
International
Presented by Szczecin
THE T
ALL SHIPS RACESfood amp cRafT vIllageS
STReeT TheaTRe
lIve muSIc
gReaT value ShoppIng Waterford Institute of Technology
shake alegat I R e l a N D rsquo s B Ig ge st e V e R qUaYsIDe PaRtY
The primary format for the press ads was a 3 column wide advert that was the full height of the publication [next page] This distinctive shape helped the ad to stand out while also subtly reinforcing the lsquoTallrsquo aspect of the eventThese ads were then amended for a variety of shapes ndash Irish Times front and back page Solus [above] and a reverse L shaped advert [above] for GO the Travel Supplement from the same paper
Press Advertising
All AboArdFOR IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
In July 2011 the worldrsquos most beautiful ships will set sail from
the city of Waterford to embark on an epic sailing race Join us as
we celebrate four days amp nights of fantastic entertainment fun food
and fireworks Tell your friends and family to come home and experience the magic Get on
board and support the festival
Call to the Race Office at 41 The Quay Waterford
or visit
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
WaterfordTallShipsRaceie
shake alegAT IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
If you love to party then Waterford will be the place to be during the
summer of 2011 Wersquoll be celebrating the start of an epic sea voyage with
live music and free concerts right on the quayside Join us for four days
of great entertainment theatre and street parties So shake a leg
Tell your friends and family and get on board
Call to the Race Office at 41 The Quay Waterford
or visit WaterfordTallShipsRaceie
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
WaterfordTallShipsRaceie
shiver metimbers
In June 2011 a spectacular carnival will light up the quayside as the worldrsquos most beautiful ships set
sail on an epic sailing voyage from Waterford city Four days of parades
pageantry and performers will colour the streets as we celebrate
this unique festival and atmosphere on Waterfordrsquos quayside
Tell your friends and family and get on board
Call to the Race Office at 41 The Quay Waterford
or visit
ITrsquoS IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
TOTEM conceived and directed a 30 second TV advert that was aired on the RTE channels for the month of June in the run up to the event We worked in partnership with Nemeton TV who did the production work on the advertSome of the final story board is above and the actual 30 second ad is an mpeg file that accompanies this pdf
TV Advertising
Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency
Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd
Testimonial
SELECTED WORKDOWN SYNDROME IRELAND
SELECTED WORK - NON PROFIT
One of them will have a happy childhood find love and get a well paid job
The other one will too
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 5 15032012 0914
SELECTED WORK - NON PROFIT
Hello My name is JamesAny chance of a cuddle
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 1 15032012 0913
Shersquos my sister
And hersquos my brother
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 6 15032012 0914
wwwdownsyndromeie
Therersquos no place
The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family
Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families
(Sue Buckley amp Ben Sacks 2001)
like home
ldquo
ldquo
DSI Landscape [Snap Frame]indd 7 15032012 0914
wwwdownsyndromeie
Hersquos helpful smart loves a laugh and enjoys life to the full
Just like his son
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 8 15032012 0914
SELECTED WORK - NON PROFIT
2 3
Congratulations
on the Birth of your BaBy
The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness
Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other
There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault
All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development
taBle of Contents
Congratulations 3
feelings and emotions 4
telling Brothers and sisters 6
Down syndrome 7
Question time 9
a Bright future ahead 10
stimulation and Bonding 12
What to ask your Doctor 14
entitlements 18
Down syndrome ireland 20
recommended reading 22
6 7
telling Brothers anD sisters
Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need
Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings
Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things
They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born
They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease
Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated
At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo
DoWn synDrome
Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome
What is a syndrome
A syndrome is a collection of several symptoms and signs that usually occur together
What is a chromosome
Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total
22 23
reCommenDeD reaDing
Down syndromean introduction for parents amp Carers
Cliff Cunningham
a minor adjustment
Andy Merriman
early Communication skills for Children Down syndrome
Libby Kumin
Babies with Down syndrome
Karen Stray-Gendersen
Building healthy minds
Stanley Greenspan MD
it takes two to talk
Jan Pepper amp Elaine Weitzman
This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]
May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members
May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide
aCknoWleDgements
graacuteinne murphy National Resource Team Down Syndrome Ireland
Dr Joan murphy (phd) Health Specialist
annette orsquo neill Down Syndrome Ireland
pat Clarke Chief Executive Down Syndrome Ireland
Clare leonard President Down Syndrome Ireland
Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland
4 5
Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before
feelings anD emotions
People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child
Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers
Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome
Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help
Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops
DaD
At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead
ldquo ldquo
mum
We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too
sister
When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time
aDult With DoWn synDrome
The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person
ldquo
ldquo
ldquo
ldquo
ldquo
ldquo
A publication by Down Syndrome Ireland copy 2011
Parent InformationBooklet
SELECTED WORK - NON PROFIT
SELECTED WORKGORTA
SELECTED WORK - NON PROFIT
Community Oriented Watershed Management
gortarsquos approach
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo capacity
and capability to move towards the achievement of prosperity
Children from the Wayaworr village sit
on the slopes of the Wayaworr water
storage dam In 2008 the existing
excavation was rehabilitated as a
water storage facility through the
ADWAC- gorta partnership The lake
is a deliberate catchment of rainwater
and is used for water for livestock
irrigation for tree planting in the
catchment area and the recharging
of groundwater which benefits wells in
the surrounding villages
Capacity Building and Technical Support
A grader provided by gorta successfully carried out the earthworks for the contour bunds Training
in the operation and maintenance of the heavy machinery was provided to ensure that this activity
will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the
collaboration of an agriculture engineer from Senegal who has provided on-going support and makes
periodic visits These activities are similar to the interventions carried out in Senegal by international
donors including USAID and the World Bank There the construction of two water storage dams with a
capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers
and reduced damage to crops due to improved cattle tracks from the dams to other water resources
In my district 80 of conflicts I address are related to cases between
farmers and cattle owners regarding grazing and drinking points Thanks
to the re-demarcation of the cattle tracks since 2010 I have never
arbitrated any case of such related conflicts
Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda
The programme involved training community members in Chamen village in the manual
construction of gabion boxes required for the reinforcement of the check dams Consequently
the limited availability of these boxes in the country and their high cost are no longer
constraints to the earthwork required for the soil conservation interventions Other livelihood
aspects of the integrated watershed management programme include water harvesting
through the construction of half moons establishment wood lots micro credit schemes in
10 villages rearing of small ruminants such as sheep and poultry and income generation
activities through food processing and marketing and processing of ground nuts and millet by
village cooperatives
We the women of Njonen are no more burdened with the use of mortar
and pestle While we save labour to do other economic activities we also
generate an income from the use of the milling machine
Mallah Jallow President of Njonen Women group
lsquolsquorsquorsquo
The 14 million litres water storage dam near Wayaworr
village in Njaba Kunda The Gambia provides water to
approximately 1200 cattle during the four months of the dry
season Since the construction of the dam there has been
a reduction in the number of conflicts over access to water
sources between farmers and herdsmen
One of the spillways in the 45km retention dyke is used to
control the salt intrusion near Marong Kunda village in Njaba
Kunda the Gambia The rehabilitation of 200 hectares has
supported the production of an extra 100000kg of rice
grown by 300 women
Mallah Jallow President of the
Njonen Women group in Njonen
village the Gambia
lsquolsquorsquorsquo
Programme Development
The implementation of the water resource
management programme with TFCG began
in June 2010 with massive sensitization
to raise awareness on water management
issues for over 30000 people Similar to other
awareness-raising programmes implemented
by TFCG training and sensitization meetings
were attended by a wide range of participants
These included representatives from the local
authorities district officials traditional leaders
and other stakeholders such as NGOs and local
networks Village Natural Resource Committees
(VNRC) farmers women and youth groups and
individuals Posters and t-shirts were distributed
and during a field visit to the project site by
a gorta representative in February 2012 the
participantsrsquo awareness of water management
issues and potential solutions was clearly
evident
Integrated catchment management plans were
developed for the upper Mkolo and Kwebululu
rivers involving all 21 villages Water committee
members were trained in the management of
water resources in order to enable them to
construct and manage the protection of the
springs that deliver water to 16 villages and
will provide safe and clean drinking water
to approximately 10000 people Protection
of the water sources included a wide range
of interventions from small water sources
providing water to 50-100 households to larger
water sources that include gravity delivery and
distribution systems to ensure that community
members have easy access to clean water
within reach The VNRC established in the
catchment area in 1997 received further training
in participatory management of the upper
catchment in order to ensure the quality of the
water and the vegetation that protects these
water sources As the patrolling of the forest
has been carried out by the participatory forest
conservation committees for the past 20 years
the additional water resource protection is a
natural step for these committees Reforestation
efforts have also taken place around the water
sources so as to promote their conservation
A gorta Case Study Tanzania
Eva Lolenzo and Lilian Williams from
Bagamoyo village
in Korogwe district
Tanzania climb up-hill
carrying water from a
spring that supplies
water to 80 households
out of 3400 people
living in the village
The Water Users
Committee received
training on sustainable
management of the
spring
The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since
2008 in Participatory Forest Management (PFM) and other livelihood interventions
such as improved agricultural practices Since 2010 water resource management
has been implemented in Lushoto and Korogwe districts of the Western Usambara
Mountain in Tanzaniarsquos Northeastern region TFCG have been working with
communities in 21 villages in the project area for the last 15 years where they have
been promoting sustainable livelihoods strategies through participatory forest
management improved sustainable agriculture practices rearing of small ruminants
and bee-keeping and aquaculture as income generation activities In 2009 a
participatory situation analysis was carried out by TFCG in Lushoto and Korogwe
districts where results revealed that only 46 of the people in Lushoto and 51 in
Korogwe had access to clean water This was affecting women in particular who had
to travel long distances in mountainous terrain to fetch water
Promoting Conservation
Agricultural Practices
Farmer field schools (FFS) provided training
to 630 farmers (246 women and 384 men) on
improved agriculture techniques that included
irrigation on a small scale Each of the FFS
were trained in improved agriculture techniques
based on conservation agriculture practices
The demonstration plots were developed on
the hillsides in areas where the slope reaches
100 Earth terraces were also constructed
where irrigation basins were formed to cultivate
a diversity of crops such as tomatoes beans
maize ginger cabbages green peppers and
potatoes and the ground was treated with
organic manure Irrigation is currently being
provided by gravity-fed irrigation canals and a
mobile improvised sprinkler Ten drip irrigation
systems of 500 square metres are due to be
placed on the demonstration plots and these will
be accompanied by intensive technical support to
ensure correct operation and maintenance Two
gravity schemes are planned to be rehabilitated
through the project and provide water to over 600
farmers irrigating approximately 450 acres
Complementary Interventions
Other water-related interventions promoted
through the programme include harvesting of
rainwater in 15 schools A total of 7500 students
will have improved access to drinking water
when water is scarce during the dry periods from
March to June and from September to November
The programme also involves participatory forest
management which TFCG have been practicing
since 1985 Tree nurseries were established in
primary schools with support from farmer groups
and it is expected that these trees (firewood and
timber varieties) will be distributed to at least
10000 farmers thus alleviating pressure on the
natural forest A total number of 1500000 trees
are expected to be planted during the three-year
programme
Bee-keeping activities have been practiced by
other communities supported by TFCG in the
Arc range mountains and have had very positive
results Selected community members have
received a total of 300 beehives It is estimated
that one beehive could provide 40 litres of honey
per year which can be sold at a weight value of
6000 Tanzania shillings (TSh) per kg which is
equal to approximately 3 Euro Therefore one
beehive provides an annual income of 240000
TSh (115 Euro) per year The expected total
income to be generated from 300 beehives would
be in the region of 72000000 TSh (33540 Euro)
per year
Participants planting tree saplings at a
Tanzania Forest Conservation Group
tree nursery in the West Usambara
Mountains Tanzania
Hausa and Jaacobo Lucas
irrigate the demonstration
plot that Bagamoyo Farm
Field School (FFS) cultivate
15 women and 15 men have
constructed soil terraces on
a le acre where they cultivate
ginger tomatoes cassava
maize cabbage and beans
Drip irrigation equipment
will soon be installed to
enhance the agriculture
production during the dry
season
SELECTED WORK - NON PROFIT
food prices brief
Brochure_WFDindd 1
12102011 111254
gortarsquos approach
In line with gortarsquos strategy and that of the
Irish Governmentrsquos Hunger Task Force we
recognise the important role smallholder
farmers play as part of the solution It is
essential that the current focus on price
volatility at both national and international
level leads to further investment in the
agriculture sector particularly focusing
on research and new and improved
technologies as well as in social security
in order to support the most vulnerable
gorta is working with local partners in
building their resilience to shocks by
creating safety nets as part of a coping
strategy
gorta is also bridging the gap between
agriculture research and smallholder farmers
We recognise the need to link research
with operations in the field and encourage
smallholder farmersrsquo access to training amp
information improved seed technology and
climate smart agriculture We adopt a model
of integrated community development which
promotes among others the safeguarding of
local biodiversity
gorta believes further
investment needs to be
made in strengthening
bull Research and innovation
bull Climate-smart agriculture
bull Improved seeds and farm management
techniques
bull Watershed management
bull Infrastructure marketing systems
extension and communication services
bull Market information and transparency
bull Protection of indigenous knowledge and
biodiversity
bull Food distribution systems food stocks
and reserves
bull Social safety nets
bull Small holder farmersrsquo active free and
meaningful participation in decision
making
Excessive fluctuations in commodity prices whether in situations
of price increases or price depressions create uncertainties for
farmers This affects decisions regarding agricultural investment
and as such has a long-term impact on world food security
The High Level Panel of Experts on Food Security and Nutrition of the
Committee on World Food Security July 2011
lsquolsquo
rsquorsquo
Brochure_WFDindd 6
12102011 111300
It is crucial to better understand our agricultural system and
it is imperative for research and development to start thinking
about new and sustainable approaches to improving the
quality safety and variety of food produced and consumed
around the world
Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International
Women selling grain at a marketplace
in Ghana
lsquolsquo
rsquorsquo
Brochure_WFDindd 7
12102011 111301
The issueldquoSmall import-dependent countries especially
in Africa were deeply affected by the food and
economic crises Some large countries were
able to insulate their markets from the crisis
through restrictive trade policies and protect
their consumers through safety nets However
trade insulation increased prices and volatility in
international marketsrdquo (FAO The State of Food
Insecurity in the World 2011)
The situation which brought about the 2011 food
price increase has some similarities to that which
led to the 20072008 global food crisis described
above during which FAO estimated that the
number of undernourished people increased
by 170 million in the period from 2007-2009
(FAO 2009) The situation was triggered by a
reduction in the levels of global grain stocks
higher oil prices increased financial investments
in agricultural commodities (WB and IMF 2011)
and an increase in international prices across
same According to the Committee on World
Food Security (CFS) High Level Panel of Experts
on Food Security and Nutrition (July 2011) since
2007 the volatility of food prices and the number
of countries effected by it has increased
The Food and Agriculture Organization of the
United Nations (FAO) publishes a monthly
Food Price Index which is viewed as a global
benchmark for food price trends and reports on
five food commodities cereals oilseeds sugar
dairy and meat According to it while global
food prices fell slightly in September 2011 due
largely to the global economic slowdown prices
across the five commodities remain high and are
still above those of 2010 (FAO 2011) The State
of Food Insecurity in the World 2011 an annual
global hunger report published jointly by FAO the
International Fund for Agricultural Development
(IFAD) and the World Food Programme (WFP)
predicts that high and volatile food prices will
persist with food importing countries especially
in Africa mostly at risk
Since the 20072008 price spike there has
been international recognition that investment
in agriculture at both micro and macro levels is
necessary to mitigate against further food price
volatility At the same time agriculture needs
to be viewed within a holistic multi-sectoral
framework Diversifying on-farm and off-farm
activities enables smallholder farmers to reduce
their risk and vulnerability to shocks Access to
market and commodity price information at the
right time remains critical for farmers in order for
them to plant accordingly
What are the factors involved
Among factors relating to food price volatility
are weather variability trade policies (including
export restrictions and bans) increasing oil
prices and the emergence of new financial
investors which are all likely to persist Each of
these highlights the urgent need to focus on
the drivers of food prices and to find long-term
sustainable solutions Other relevant elements
include the shift in the quality of demand for
foods that are more intensive in grains such as
meat and dairy the trade-off between grains
for food feed and biofuels population growth
ndash with figures set to rise to approximately 82
billion by 2030 (UN 2005) ndash and the reduction in
agriculture productivity All of these elements put
further pressure on an already under-invested
sector and on limited resources
Who is affected and how
Despite vast agricultural potential many African
countries are significant net food importers with
high food prices therefore having an immediate
impact on poor householdsrsquo purchasing
power and income share going to food With
approximately 60-80 percent of a householdrsquos
income spent on food any sudden and high
increase in food prices can result in severe
threats to food and nutrition security pushing
families deeper into poverty and hunger This
consequently impacts on their access to other
services such as health care and education
Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos
Farming Communities
Brochure_WFDindd 4
12102011 111259
A group of women hold up a bundle
of harvested ginger produce as part
of a Tanzanian Organic Agriculture
Movement initiative in Mnasi Tanzania
gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to
ginger production to breathe new life into previously struggling livelihoods Livelihoods in the
Korogwe District have dramatically improved since the intervention of gorta and TOAM with
the ginger crop last year outstripping the maize staple crop by four times Participants in the
programme can sell on their ginger harvests and with the proceeds are then able to invest in
other areas
TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining
a higher price and then informing them of the international market opportunities available for
the organic products TOAM also educates and trains the farmers to improve the quality of the
crop and gain certification so their produce will receive a fairer price
The gortaTOAM partnership provides expertise and training in ginger production helping
people in the local communities to become self-sufficient This in turn allows them to escape
poverty educate their children diversify their income into different farming areas and look
towards building a better life for themselves
Case Study Tanzanian Organic Agriculture Movement
Brochure_WFDindd 5
12102011 111259
Goretti Nakana sorts through her
crop of Irish potatoes Goretti is a
participant in the gortaEMESCO
programme in the Kibaale District
in Uganda which is currently being
implemented across 60 communities
and incorporates agriculture health
and water security
Brochure_WFDindd 2
12102011 111256
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo
capacity and capability to move towards the achievement of
prosperity ndash in this sense entrepreneurial development is key
Brochure_WFDindd 3
12102011 111259
SELECTED WORK - NON PROFIT
Annual Report 2010
Untitled-1 1
12082011 104455
About gorta 4
Foreward from the Chairman 6
CEos Message 8
Patron and Board Members 10
our Vision Mission and Values 12
Our Work ndash At Home 16
Hunger Secretariat and World
Food Day 18
Donor Engagement and
Communications 19
Fundraising 20
Networks 22
Stop Climate Chaos 24
International Alliance Against Hunger 25
Our Work ndash Overseas 26
Health 28
Education 30
Livelihoods 32
Water 34
Food 36
Accounts 38
Annual Financial statements 2010 40
cOntents
Photo caption to be placed
here Photo caption to be
placed here
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19
Our countries
Rosie Sambo Zagwa Million Dorothy Msonkho past
students of Bunda College of Agriculture Malawi
Rebecca Amukhoye of gorta speaks to particpants at the
Watershed Management Workshop in Mukono Uganda
Paticipants at the Watershed Management workshop in
Mukono Uganda
Pamela Nasimnu and William Keyah at the gorta funded
Baraka College Kenya
Uganda
bull Population 338
million
bull Life expectancy at
birth 541 years
Uganda has one of the highest
population growth rates in the world
with 26 living in chronic poverty As
one of Gortarsquos programme countries
since 1965 Uganda was designated as
a Gorta country of focus in 20078 The
elimination of poverty and hunger and the
creation of prosperous futures for the poorest
communities are part of Gortarsquos vision As
with each of our countries of focus Gorta
recognises that it is essential to work with
local district government officers and in line
with the National Development in order to
align their development efforts and to create
sustainable programmes that are owned by
the local communities Gortarsquos main focus in
Uganda has been on food security with an aim
to increase access to markets for smallholder
farmers while also working with local
partners on improving water and sanitation
and increasing awareness and access to
treatments of people living with HIVAids
Zambia
bullPopulation 132
million
bullLife expectancy at
birth 473 years
Decades of
economic decline
and neglect of
infrastructure
and services have
impacted heavily on
Zambiarsquos population of 115
million with 45 of the population ndash
52 million individuals ndash undernourished (FAo
2010) Gortarsquos involvement in Zambia has
been to five target areas where it is currently
working with local organisations on training
for beekeeping watershed management area
rehabilitation income generation and with
differently-abled groups
Kenya
bull Population 409 million
bull Life expectancy at birth 556 years
Kenyarsquos population is largely rural based
and rely on smallholder agriculture for their
livelihoods Unpredictable rainfall due to
climate change is having a significantly
negative effect on the food security status of
the country ndash droughts are on the rise placing
millions of Kenyans at risk of malnutrition
and starvation Gorta recognises the need
for training for smallholder farmers to adapt
their farming methods to a changing climate
Having been working in the country since the
mid-seventies and Kenya was designated as
a country of Gortarsquos focus in 20078 Gortarsquos
involvement was initially through small faith-
based organisations but recently we have
engaged with more strategic local partners
with the potential to scale-up and scale-out
Gortarsquos main area of work in Kenya is centred
on agricultural training and food security
through improved methods of agriculture
production
Malawi
bull Population 157 million
bull Life expectancy at birth 546 years
The Republic of Malawi is currently ranked
153 out of 169 on the Human Development
Index (2010) The majority of its population
of 123 million live below the poverty line
and about 83 of the people live in rural
areas with low access to basic health and
education services Agricultural production
is the mainstay of Malawirsquos economy
but landholdings are small leading to
encroachment on marginal lands and
increased erosion These conditions
combined with the high incidence of HIV
AIDS make the poor highly vulnerable
to effects of natural disasters and food
insecurity Gorta first began working in
Malawi in 2005 our focus of work is on water
and food security borehole rehabilitation
sanitation and hygiene irrigation schemes
exchange visits short training courses and the
promotion of self help groups
tanzania
bull Population 45 million
bull Life expectancy at birth 569 years
Climate change is already having an impact
on Tanzania and is likely to further affect
the country with increased temperatures
and lower rainfall which affects agriculture
forests water and coastal resources and
human health Tanzania became a country of
focus for Gorta in 2007 together with Kenya
Uganda Malawi and Zambia Since then
most of our programmes are concentrated
in the Northern regions of the country from
Lake Victoria to the Coast and include Mara
Arusha Manyara Kilimanjaro and Tanga
regions Gortarsquos programmes in Tanzania
focus specifically on maintaining and
improving forest conservation water security
projects and improving livelihoods through
income-generating schemes
ZAMBIA
UGANDA
Population and life expectancy statistics taken from the Human Development Report 2010
United Nations Development Programmes (UNDP)
KENYA
MALAWI
TANZANIA
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51
Financial Highlights 1 Where our money comes from
Donations and Fundraising
Income 5192
Trading Activities Income 936
Investment Income 596
Revenue based grants 178
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
2 How your money gets spent
Programmes Costs Including
Advocacy 7207
Costs of Generating Trading
Income 850
Governance Costs and
Currency Loss 42
Costs of Generating
Voluntary Income 1057
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
3 Breakdown of Fundraising
Income
Committed giving 4645
Legacies 159
Committee income 106
General donations 282
Gift in Kind 10
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
4 split of Grant Income by Donor
Irish Aid 150
Department of Agriculture
Fisheries and Food 19
Enterprise Ireland 975
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
5 split of Programmes spend
by country
Uganda 2276
Malawi 2053
Zambia 1109
Tanzania 710
Kenya 285
India 89
Haiti 52
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
6 split of Programmes spend by
thematic Area
Food Security 2407
Livelihoods 1927
Water and Sanitation 1247
Health 349
Education 295
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011
CASE STUDYTHE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience
The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope
The Hotel
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
Website
SELECTED WORKTopaz
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd
Testimonial
CASE STUDYWATERFORD AIRPORT
CASE STUDY - WATERFORD AIRPORT
Website
CASE STUDY - WATERFORD AIRPORT
Web Banners
CASE STUDY - WATERFORD AIRPORT
Facebook Marketing
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
30 june ndash 3 july 2011 W A T E R F O R D c i T yw w wWate r fordTa l l Sh ip s R a c e ie
ThE TAll ShipS RAcESP r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
If you love to party then Waterford is the place to be this summer Wersquoll be celebrating the start of an epic sea voyage with fRee live music on the quayside of Irelandrsquos oldest cityWith four days of great entertainment street parties and exciting food stalls therersquos no better excuse for a daytrip So shake a leg Tell your friends and family and get on boardSail Training
International
Presented by Szczecin
THE T
ALL SHIPS RACESfood amp cRafT vIllageS
STReeT TheaTRe
lIve muSIc
gReaT value ShoppIng Waterford Institute of Technology
shake alegat I R e l a N D rsquo s B Ig ge st e V e R qUaYsIDe PaRtY
The primary format for the press ads was a 3 column wide advert that was the full height of the publication [next page] This distinctive shape helped the ad to stand out while also subtly reinforcing the lsquoTallrsquo aspect of the eventThese ads were then amended for a variety of shapes ndash Irish Times front and back page Solus [above] and a reverse L shaped advert [above] for GO the Travel Supplement from the same paper
Press Advertising
All AboArdFOR IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
In July 2011 the worldrsquos most beautiful ships will set sail from
the city of Waterford to embark on an epic sailing race Join us as
we celebrate four days amp nights of fantastic entertainment fun food
and fireworks Tell your friends and family to come home and experience the magic Get on
board and support the festival
Call to the Race Office at 41 The Quay Waterford
or visit
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
WaterfordTallShipsRaceie
shake alegAT IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
If you love to party then Waterford will be the place to be during the
summer of 2011 Wersquoll be celebrating the start of an epic sea voyage with
live music and free concerts right on the quayside Join us for four days
of great entertainment theatre and street parties So shake a leg
Tell your friends and family and get on board
Call to the Race Office at 41 The Quay Waterford
or visit WaterfordTallShipsRaceie
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
The Tall ShipS RaceS
30 june ndash 3 july 2011 WaT e R F O R D c i T ywwwWaterfordTallShipsRaceie
P r e s e n t e d b y s z c z e c i n O r g a n i s e d b y s a i l t r a i n i n g i n t e r n a t i O n a l
WaterfordTallShipsRaceie
shiver metimbers
In June 2011 a spectacular carnival will light up the quayside as the worldrsquos most beautiful ships set
sail on an epic sailing voyage from Waterford city Four days of parades
pageantry and performers will colour the streets as we celebrate
this unique festival and atmosphere on Waterfordrsquos quayside
Tell your friends and family and get on board
Call to the Race Office at 41 The Quay Waterford
or visit
ITrsquoS IRELANDrsquoS BIGGESTEVER QUAYSIDE PARTY
Sail TrainingInternational
Presented by Szczecin
THE T
ALL SHIPS RACES
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
TOTEM conceived and directed a 30 second TV advert that was aired on the RTE channels for the month of June in the run up to the event We worked in partnership with Nemeton TV who did the production work on the advertSome of the final story board is above and the actual 30 second ad is an mpeg file that accompanies this pdf
TV Advertising
Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency
Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd
Testimonial
SELECTED WORKDOWN SYNDROME IRELAND
SELECTED WORK - NON PROFIT
One of them will have a happy childhood find love and get a well paid job
The other one will too
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 5 15032012 0914
SELECTED WORK - NON PROFIT
Hello My name is JamesAny chance of a cuddle
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 1 15032012 0913
Shersquos my sister
And hersquos my brother
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 6 15032012 0914
wwwdownsyndromeie
Therersquos no place
The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family
Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families
(Sue Buckley amp Ben Sacks 2001)
like home
ldquo
ldquo
DSI Landscape [Snap Frame]indd 7 15032012 0914
wwwdownsyndromeie
Hersquos helpful smart loves a laugh and enjoys life to the full
Just like his son
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 8 15032012 0914
SELECTED WORK - NON PROFIT
2 3
Congratulations
on the Birth of your BaBy
The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness
Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other
There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault
All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development
taBle of Contents
Congratulations 3
feelings and emotions 4
telling Brothers and sisters 6
Down syndrome 7
Question time 9
a Bright future ahead 10
stimulation and Bonding 12
What to ask your Doctor 14
entitlements 18
Down syndrome ireland 20
recommended reading 22
6 7
telling Brothers anD sisters
Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need
Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings
Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things
They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born
They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease
Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated
At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo
DoWn synDrome
Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome
What is a syndrome
A syndrome is a collection of several symptoms and signs that usually occur together
What is a chromosome
Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total
22 23
reCommenDeD reaDing
Down syndromean introduction for parents amp Carers
Cliff Cunningham
a minor adjustment
Andy Merriman
early Communication skills for Children Down syndrome
Libby Kumin
Babies with Down syndrome
Karen Stray-Gendersen
Building healthy minds
Stanley Greenspan MD
it takes two to talk
Jan Pepper amp Elaine Weitzman
This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]
May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members
May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide
aCknoWleDgements
graacuteinne murphy National Resource Team Down Syndrome Ireland
Dr Joan murphy (phd) Health Specialist
annette orsquo neill Down Syndrome Ireland
pat Clarke Chief Executive Down Syndrome Ireland
Clare leonard President Down Syndrome Ireland
Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland
4 5
Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before
feelings anD emotions
People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child
Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers
Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome
Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help
Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops
DaD
At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead
ldquo ldquo
mum
We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too
sister
When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time
aDult With DoWn synDrome
The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person
ldquo
ldquo
ldquo
ldquo
ldquo
ldquo
A publication by Down Syndrome Ireland copy 2011
Parent InformationBooklet
SELECTED WORK - NON PROFIT
SELECTED WORKGORTA
SELECTED WORK - NON PROFIT
Community Oriented Watershed Management
gortarsquos approach
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo capacity
and capability to move towards the achievement of prosperity
Children from the Wayaworr village sit
on the slopes of the Wayaworr water
storage dam In 2008 the existing
excavation was rehabilitated as a
water storage facility through the
ADWAC- gorta partnership The lake
is a deliberate catchment of rainwater
and is used for water for livestock
irrigation for tree planting in the
catchment area and the recharging
of groundwater which benefits wells in
the surrounding villages
Capacity Building and Technical Support
A grader provided by gorta successfully carried out the earthworks for the contour bunds Training
in the operation and maintenance of the heavy machinery was provided to ensure that this activity
will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the
collaboration of an agriculture engineer from Senegal who has provided on-going support and makes
periodic visits These activities are similar to the interventions carried out in Senegal by international
donors including USAID and the World Bank There the construction of two water storage dams with a
capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers
and reduced damage to crops due to improved cattle tracks from the dams to other water resources
In my district 80 of conflicts I address are related to cases between
farmers and cattle owners regarding grazing and drinking points Thanks
to the re-demarcation of the cattle tracks since 2010 I have never
arbitrated any case of such related conflicts
Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda
The programme involved training community members in Chamen village in the manual
construction of gabion boxes required for the reinforcement of the check dams Consequently
the limited availability of these boxes in the country and their high cost are no longer
constraints to the earthwork required for the soil conservation interventions Other livelihood
aspects of the integrated watershed management programme include water harvesting
through the construction of half moons establishment wood lots micro credit schemes in
10 villages rearing of small ruminants such as sheep and poultry and income generation
activities through food processing and marketing and processing of ground nuts and millet by
village cooperatives
We the women of Njonen are no more burdened with the use of mortar
and pestle While we save labour to do other economic activities we also
generate an income from the use of the milling machine
Mallah Jallow President of Njonen Women group
lsquolsquorsquorsquo
The 14 million litres water storage dam near Wayaworr
village in Njaba Kunda The Gambia provides water to
approximately 1200 cattle during the four months of the dry
season Since the construction of the dam there has been
a reduction in the number of conflicts over access to water
sources between farmers and herdsmen
One of the spillways in the 45km retention dyke is used to
control the salt intrusion near Marong Kunda village in Njaba
Kunda the Gambia The rehabilitation of 200 hectares has
supported the production of an extra 100000kg of rice
grown by 300 women
Mallah Jallow President of the
Njonen Women group in Njonen
village the Gambia
lsquolsquorsquorsquo
Programme Development
The implementation of the water resource
management programme with TFCG began
in June 2010 with massive sensitization
to raise awareness on water management
issues for over 30000 people Similar to other
awareness-raising programmes implemented
by TFCG training and sensitization meetings
were attended by a wide range of participants
These included representatives from the local
authorities district officials traditional leaders
and other stakeholders such as NGOs and local
networks Village Natural Resource Committees
(VNRC) farmers women and youth groups and
individuals Posters and t-shirts were distributed
and during a field visit to the project site by
a gorta representative in February 2012 the
participantsrsquo awareness of water management
issues and potential solutions was clearly
evident
Integrated catchment management plans were
developed for the upper Mkolo and Kwebululu
rivers involving all 21 villages Water committee
members were trained in the management of
water resources in order to enable them to
construct and manage the protection of the
springs that deliver water to 16 villages and
will provide safe and clean drinking water
to approximately 10000 people Protection
of the water sources included a wide range
of interventions from small water sources
providing water to 50-100 households to larger
water sources that include gravity delivery and
distribution systems to ensure that community
members have easy access to clean water
within reach The VNRC established in the
catchment area in 1997 received further training
in participatory management of the upper
catchment in order to ensure the quality of the
water and the vegetation that protects these
water sources As the patrolling of the forest
has been carried out by the participatory forest
conservation committees for the past 20 years
the additional water resource protection is a
natural step for these committees Reforestation
efforts have also taken place around the water
sources so as to promote their conservation
A gorta Case Study Tanzania
Eva Lolenzo and Lilian Williams from
Bagamoyo village
in Korogwe district
Tanzania climb up-hill
carrying water from a
spring that supplies
water to 80 households
out of 3400 people
living in the village
The Water Users
Committee received
training on sustainable
management of the
spring
The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since
2008 in Participatory Forest Management (PFM) and other livelihood interventions
such as improved agricultural practices Since 2010 water resource management
has been implemented in Lushoto and Korogwe districts of the Western Usambara
Mountain in Tanzaniarsquos Northeastern region TFCG have been working with
communities in 21 villages in the project area for the last 15 years where they have
been promoting sustainable livelihoods strategies through participatory forest
management improved sustainable agriculture practices rearing of small ruminants
and bee-keeping and aquaculture as income generation activities In 2009 a
participatory situation analysis was carried out by TFCG in Lushoto and Korogwe
districts where results revealed that only 46 of the people in Lushoto and 51 in
Korogwe had access to clean water This was affecting women in particular who had
to travel long distances in mountainous terrain to fetch water
Promoting Conservation
Agricultural Practices
Farmer field schools (FFS) provided training
to 630 farmers (246 women and 384 men) on
improved agriculture techniques that included
irrigation on a small scale Each of the FFS
were trained in improved agriculture techniques
based on conservation agriculture practices
The demonstration plots were developed on
the hillsides in areas where the slope reaches
100 Earth terraces were also constructed
where irrigation basins were formed to cultivate
a diversity of crops such as tomatoes beans
maize ginger cabbages green peppers and
potatoes and the ground was treated with
organic manure Irrigation is currently being
provided by gravity-fed irrigation canals and a
mobile improvised sprinkler Ten drip irrigation
systems of 500 square metres are due to be
placed on the demonstration plots and these will
be accompanied by intensive technical support to
ensure correct operation and maintenance Two
gravity schemes are planned to be rehabilitated
through the project and provide water to over 600
farmers irrigating approximately 450 acres
Complementary Interventions
Other water-related interventions promoted
through the programme include harvesting of
rainwater in 15 schools A total of 7500 students
will have improved access to drinking water
when water is scarce during the dry periods from
March to June and from September to November
The programme also involves participatory forest
management which TFCG have been practicing
since 1985 Tree nurseries were established in
primary schools with support from farmer groups
and it is expected that these trees (firewood and
timber varieties) will be distributed to at least
10000 farmers thus alleviating pressure on the
natural forest A total number of 1500000 trees
are expected to be planted during the three-year
programme
Bee-keeping activities have been practiced by
other communities supported by TFCG in the
Arc range mountains and have had very positive
results Selected community members have
received a total of 300 beehives It is estimated
that one beehive could provide 40 litres of honey
per year which can be sold at a weight value of
6000 Tanzania shillings (TSh) per kg which is
equal to approximately 3 Euro Therefore one
beehive provides an annual income of 240000
TSh (115 Euro) per year The expected total
income to be generated from 300 beehives would
be in the region of 72000000 TSh (33540 Euro)
per year
Participants planting tree saplings at a
Tanzania Forest Conservation Group
tree nursery in the West Usambara
Mountains Tanzania
Hausa and Jaacobo Lucas
irrigate the demonstration
plot that Bagamoyo Farm
Field School (FFS) cultivate
15 women and 15 men have
constructed soil terraces on
a le acre where they cultivate
ginger tomatoes cassava
maize cabbage and beans
Drip irrigation equipment
will soon be installed to
enhance the agriculture
production during the dry
season
SELECTED WORK - NON PROFIT
food prices brief
Brochure_WFDindd 1
12102011 111254
gortarsquos approach
In line with gortarsquos strategy and that of the
Irish Governmentrsquos Hunger Task Force we
recognise the important role smallholder
farmers play as part of the solution It is
essential that the current focus on price
volatility at both national and international
level leads to further investment in the
agriculture sector particularly focusing
on research and new and improved
technologies as well as in social security
in order to support the most vulnerable
gorta is working with local partners in
building their resilience to shocks by
creating safety nets as part of a coping
strategy
gorta is also bridging the gap between
agriculture research and smallholder farmers
We recognise the need to link research
with operations in the field and encourage
smallholder farmersrsquo access to training amp
information improved seed technology and
climate smart agriculture We adopt a model
of integrated community development which
promotes among others the safeguarding of
local biodiversity
gorta believes further
investment needs to be
made in strengthening
bull Research and innovation
bull Climate-smart agriculture
bull Improved seeds and farm management
techniques
bull Watershed management
bull Infrastructure marketing systems
extension and communication services
bull Market information and transparency
bull Protection of indigenous knowledge and
biodiversity
bull Food distribution systems food stocks
and reserves
bull Social safety nets
bull Small holder farmersrsquo active free and
meaningful participation in decision
making
Excessive fluctuations in commodity prices whether in situations
of price increases or price depressions create uncertainties for
farmers This affects decisions regarding agricultural investment
and as such has a long-term impact on world food security
The High Level Panel of Experts on Food Security and Nutrition of the
Committee on World Food Security July 2011
lsquolsquo
rsquorsquo
Brochure_WFDindd 6
12102011 111300
It is crucial to better understand our agricultural system and
it is imperative for research and development to start thinking
about new and sustainable approaches to improving the
quality safety and variety of food produced and consumed
around the world
Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International
Women selling grain at a marketplace
in Ghana
lsquolsquo
rsquorsquo
Brochure_WFDindd 7
12102011 111301
The issueldquoSmall import-dependent countries especially
in Africa were deeply affected by the food and
economic crises Some large countries were
able to insulate their markets from the crisis
through restrictive trade policies and protect
their consumers through safety nets However
trade insulation increased prices and volatility in
international marketsrdquo (FAO The State of Food
Insecurity in the World 2011)
The situation which brought about the 2011 food
price increase has some similarities to that which
led to the 20072008 global food crisis described
above during which FAO estimated that the
number of undernourished people increased
by 170 million in the period from 2007-2009
(FAO 2009) The situation was triggered by a
reduction in the levels of global grain stocks
higher oil prices increased financial investments
in agricultural commodities (WB and IMF 2011)
and an increase in international prices across
same According to the Committee on World
Food Security (CFS) High Level Panel of Experts
on Food Security and Nutrition (July 2011) since
2007 the volatility of food prices and the number
of countries effected by it has increased
The Food and Agriculture Organization of the
United Nations (FAO) publishes a monthly
Food Price Index which is viewed as a global
benchmark for food price trends and reports on
five food commodities cereals oilseeds sugar
dairy and meat According to it while global
food prices fell slightly in September 2011 due
largely to the global economic slowdown prices
across the five commodities remain high and are
still above those of 2010 (FAO 2011) The State
of Food Insecurity in the World 2011 an annual
global hunger report published jointly by FAO the
International Fund for Agricultural Development
(IFAD) and the World Food Programme (WFP)
predicts that high and volatile food prices will
persist with food importing countries especially
in Africa mostly at risk
Since the 20072008 price spike there has
been international recognition that investment
in agriculture at both micro and macro levels is
necessary to mitigate against further food price
volatility At the same time agriculture needs
to be viewed within a holistic multi-sectoral
framework Diversifying on-farm and off-farm
activities enables smallholder farmers to reduce
their risk and vulnerability to shocks Access to
market and commodity price information at the
right time remains critical for farmers in order for
them to plant accordingly
What are the factors involved
Among factors relating to food price volatility
are weather variability trade policies (including
export restrictions and bans) increasing oil
prices and the emergence of new financial
investors which are all likely to persist Each of
these highlights the urgent need to focus on
the drivers of food prices and to find long-term
sustainable solutions Other relevant elements
include the shift in the quality of demand for
foods that are more intensive in grains such as
meat and dairy the trade-off between grains
for food feed and biofuels population growth
ndash with figures set to rise to approximately 82
billion by 2030 (UN 2005) ndash and the reduction in
agriculture productivity All of these elements put
further pressure on an already under-invested
sector and on limited resources
Who is affected and how
Despite vast agricultural potential many African
countries are significant net food importers with
high food prices therefore having an immediate
impact on poor householdsrsquo purchasing
power and income share going to food With
approximately 60-80 percent of a householdrsquos
income spent on food any sudden and high
increase in food prices can result in severe
threats to food and nutrition security pushing
families deeper into poverty and hunger This
consequently impacts on their access to other
services such as health care and education
Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos
Farming Communities
Brochure_WFDindd 4
12102011 111259
A group of women hold up a bundle
of harvested ginger produce as part
of a Tanzanian Organic Agriculture
Movement initiative in Mnasi Tanzania
gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to
ginger production to breathe new life into previously struggling livelihoods Livelihoods in the
Korogwe District have dramatically improved since the intervention of gorta and TOAM with
the ginger crop last year outstripping the maize staple crop by four times Participants in the
programme can sell on their ginger harvests and with the proceeds are then able to invest in
other areas
TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining
a higher price and then informing them of the international market opportunities available for
the organic products TOAM also educates and trains the farmers to improve the quality of the
crop and gain certification so their produce will receive a fairer price
The gortaTOAM partnership provides expertise and training in ginger production helping
people in the local communities to become self-sufficient This in turn allows them to escape
poverty educate their children diversify their income into different farming areas and look
towards building a better life for themselves
Case Study Tanzanian Organic Agriculture Movement
Brochure_WFDindd 5
12102011 111259
Goretti Nakana sorts through her
crop of Irish potatoes Goretti is a
participant in the gortaEMESCO
programme in the Kibaale District
in Uganda which is currently being
implemented across 60 communities
and incorporates agriculture health
and water security
Brochure_WFDindd 2
12102011 111256
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo
capacity and capability to move towards the achievement of
prosperity ndash in this sense entrepreneurial development is key
Brochure_WFDindd 3
12102011 111259
SELECTED WORK - NON PROFIT
Annual Report 2010
Untitled-1 1
12082011 104455
About gorta 4
Foreward from the Chairman 6
CEos Message 8
Patron and Board Members 10
our Vision Mission and Values 12
Our Work ndash At Home 16
Hunger Secretariat and World
Food Day 18
Donor Engagement and
Communications 19
Fundraising 20
Networks 22
Stop Climate Chaos 24
International Alliance Against Hunger 25
Our Work ndash Overseas 26
Health 28
Education 30
Livelihoods 32
Water 34
Food 36
Accounts 38
Annual Financial statements 2010 40
cOntents
Photo caption to be placed
here Photo caption to be
placed here
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19
Our countries
Rosie Sambo Zagwa Million Dorothy Msonkho past
students of Bunda College of Agriculture Malawi
Rebecca Amukhoye of gorta speaks to particpants at the
Watershed Management Workshop in Mukono Uganda
Paticipants at the Watershed Management workshop in
Mukono Uganda
Pamela Nasimnu and William Keyah at the gorta funded
Baraka College Kenya
Uganda
bull Population 338
million
bull Life expectancy at
birth 541 years
Uganda has one of the highest
population growth rates in the world
with 26 living in chronic poverty As
one of Gortarsquos programme countries
since 1965 Uganda was designated as
a Gorta country of focus in 20078 The
elimination of poverty and hunger and the
creation of prosperous futures for the poorest
communities are part of Gortarsquos vision As
with each of our countries of focus Gorta
recognises that it is essential to work with
local district government officers and in line
with the National Development in order to
align their development efforts and to create
sustainable programmes that are owned by
the local communities Gortarsquos main focus in
Uganda has been on food security with an aim
to increase access to markets for smallholder
farmers while also working with local
partners on improving water and sanitation
and increasing awareness and access to
treatments of people living with HIVAids
Zambia
bullPopulation 132
million
bullLife expectancy at
birth 473 years
Decades of
economic decline
and neglect of
infrastructure
and services have
impacted heavily on
Zambiarsquos population of 115
million with 45 of the population ndash
52 million individuals ndash undernourished (FAo
2010) Gortarsquos involvement in Zambia has
been to five target areas where it is currently
working with local organisations on training
for beekeeping watershed management area
rehabilitation income generation and with
differently-abled groups
Kenya
bull Population 409 million
bull Life expectancy at birth 556 years
Kenyarsquos population is largely rural based
and rely on smallholder agriculture for their
livelihoods Unpredictable rainfall due to
climate change is having a significantly
negative effect on the food security status of
the country ndash droughts are on the rise placing
millions of Kenyans at risk of malnutrition
and starvation Gorta recognises the need
for training for smallholder farmers to adapt
their farming methods to a changing climate
Having been working in the country since the
mid-seventies and Kenya was designated as
a country of Gortarsquos focus in 20078 Gortarsquos
involvement was initially through small faith-
based organisations but recently we have
engaged with more strategic local partners
with the potential to scale-up and scale-out
Gortarsquos main area of work in Kenya is centred
on agricultural training and food security
through improved methods of agriculture
production
Malawi
bull Population 157 million
bull Life expectancy at birth 546 years
The Republic of Malawi is currently ranked
153 out of 169 on the Human Development
Index (2010) The majority of its population
of 123 million live below the poverty line
and about 83 of the people live in rural
areas with low access to basic health and
education services Agricultural production
is the mainstay of Malawirsquos economy
but landholdings are small leading to
encroachment on marginal lands and
increased erosion These conditions
combined with the high incidence of HIV
AIDS make the poor highly vulnerable
to effects of natural disasters and food
insecurity Gorta first began working in
Malawi in 2005 our focus of work is on water
and food security borehole rehabilitation
sanitation and hygiene irrigation schemes
exchange visits short training courses and the
promotion of self help groups
tanzania
bull Population 45 million
bull Life expectancy at birth 569 years
Climate change is already having an impact
on Tanzania and is likely to further affect
the country with increased temperatures
and lower rainfall which affects agriculture
forests water and coastal resources and
human health Tanzania became a country of
focus for Gorta in 2007 together with Kenya
Uganda Malawi and Zambia Since then
most of our programmes are concentrated
in the Northern regions of the country from
Lake Victoria to the Coast and include Mara
Arusha Manyara Kilimanjaro and Tanga
regions Gortarsquos programmes in Tanzania
focus specifically on maintaining and
improving forest conservation water security
projects and improving livelihoods through
income-generating schemes
ZAMBIA
UGANDA
Population and life expectancy statistics taken from the Human Development Report 2010
United Nations Development Programmes (UNDP)
KENYA
MALAWI
TANZANIA
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51
Financial Highlights 1 Where our money comes from
Donations and Fundraising
Income 5192
Trading Activities Income 936
Investment Income 596
Revenue based grants 178
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
2 How your money gets spent
Programmes Costs Including
Advocacy 7207
Costs of Generating Trading
Income 850
Governance Costs and
Currency Loss 42
Costs of Generating
Voluntary Income 1057
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
3 Breakdown of Fundraising
Income
Committed giving 4645
Legacies 159
Committee income 106
General donations 282
Gift in Kind 10
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
4 split of Grant Income by Donor
Irish Aid 150
Department of Agriculture
Fisheries and Food 19
Enterprise Ireland 975
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
5 split of Programmes spend
by country
Uganda 2276
Malawi 2053
Zambia 1109
Tanzania 710
Kenya 285
India 89
Haiti 52
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
6 split of Programmes spend by
thematic Area
Food Security 2407
Livelihoods 1927
Water and Sanitation 1247
Health 349
Education 295
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011
CASE STUDYTHE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience
The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope
The Hotel
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
Website
SELECTED WORKTopaz
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd
Testimonial
CASE STUDYWATERFORD AIRPORT
CASE STUDY - WATERFORD AIRPORT
Website
CASE STUDY - WATERFORD AIRPORT
Web Banners
CASE STUDY - WATERFORD AIRPORT
Facebook Marketing
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
TOTEM conceived and directed a 30 second TV advert that was aired on the RTE channels for the month of June in the run up to the event We worked in partnership with Nemeton TV who did the production work on the advertSome of the final story board is above and the actual 30 second ad is an mpeg file that accompanies this pdf
TV Advertising
Waterford Institute of TechnologyINSTITIUacuteID TEICNEOLAIacuteOCHTA PHORT LAacuteIRGE
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency
Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd
Testimonial
SELECTED WORKDOWN SYNDROME IRELAND
SELECTED WORK - NON PROFIT
One of them will have a happy childhood find love and get a well paid job
The other one will too
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 5 15032012 0914
SELECTED WORK - NON PROFIT
Hello My name is JamesAny chance of a cuddle
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 1 15032012 0913
Shersquos my sister
And hersquos my brother
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 6 15032012 0914
wwwdownsyndromeie
Therersquos no place
The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family
Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families
(Sue Buckley amp Ben Sacks 2001)
like home
ldquo
ldquo
DSI Landscape [Snap Frame]indd 7 15032012 0914
wwwdownsyndromeie
Hersquos helpful smart loves a laugh and enjoys life to the full
Just like his son
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 8 15032012 0914
SELECTED WORK - NON PROFIT
2 3
Congratulations
on the Birth of your BaBy
The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness
Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other
There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault
All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development
taBle of Contents
Congratulations 3
feelings and emotions 4
telling Brothers and sisters 6
Down syndrome 7
Question time 9
a Bright future ahead 10
stimulation and Bonding 12
What to ask your Doctor 14
entitlements 18
Down syndrome ireland 20
recommended reading 22
6 7
telling Brothers anD sisters
Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need
Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings
Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things
They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born
They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease
Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated
At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo
DoWn synDrome
Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome
What is a syndrome
A syndrome is a collection of several symptoms and signs that usually occur together
What is a chromosome
Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total
22 23
reCommenDeD reaDing
Down syndromean introduction for parents amp Carers
Cliff Cunningham
a minor adjustment
Andy Merriman
early Communication skills for Children Down syndrome
Libby Kumin
Babies with Down syndrome
Karen Stray-Gendersen
Building healthy minds
Stanley Greenspan MD
it takes two to talk
Jan Pepper amp Elaine Weitzman
This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]
May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members
May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide
aCknoWleDgements
graacuteinne murphy National Resource Team Down Syndrome Ireland
Dr Joan murphy (phd) Health Specialist
annette orsquo neill Down Syndrome Ireland
pat Clarke Chief Executive Down Syndrome Ireland
Clare leonard President Down Syndrome Ireland
Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland
4 5
Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before
feelings anD emotions
People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child
Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers
Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome
Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help
Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops
DaD
At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead
ldquo ldquo
mum
We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too
sister
When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time
aDult With DoWn synDrome
The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person
ldquo
ldquo
ldquo
ldquo
ldquo
ldquo
A publication by Down Syndrome Ireland copy 2011
Parent InformationBooklet
SELECTED WORK - NON PROFIT
SELECTED WORKGORTA
SELECTED WORK - NON PROFIT
Community Oriented Watershed Management
gortarsquos approach
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo capacity
and capability to move towards the achievement of prosperity
Children from the Wayaworr village sit
on the slopes of the Wayaworr water
storage dam In 2008 the existing
excavation was rehabilitated as a
water storage facility through the
ADWAC- gorta partnership The lake
is a deliberate catchment of rainwater
and is used for water for livestock
irrigation for tree planting in the
catchment area and the recharging
of groundwater which benefits wells in
the surrounding villages
Capacity Building and Technical Support
A grader provided by gorta successfully carried out the earthworks for the contour bunds Training
in the operation and maintenance of the heavy machinery was provided to ensure that this activity
will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the
collaboration of an agriculture engineer from Senegal who has provided on-going support and makes
periodic visits These activities are similar to the interventions carried out in Senegal by international
donors including USAID and the World Bank There the construction of two water storage dams with a
capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers
and reduced damage to crops due to improved cattle tracks from the dams to other water resources
In my district 80 of conflicts I address are related to cases between
farmers and cattle owners regarding grazing and drinking points Thanks
to the re-demarcation of the cattle tracks since 2010 I have never
arbitrated any case of such related conflicts
Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda
The programme involved training community members in Chamen village in the manual
construction of gabion boxes required for the reinforcement of the check dams Consequently
the limited availability of these boxes in the country and their high cost are no longer
constraints to the earthwork required for the soil conservation interventions Other livelihood
aspects of the integrated watershed management programme include water harvesting
through the construction of half moons establishment wood lots micro credit schemes in
10 villages rearing of small ruminants such as sheep and poultry and income generation
activities through food processing and marketing and processing of ground nuts and millet by
village cooperatives
We the women of Njonen are no more burdened with the use of mortar
and pestle While we save labour to do other economic activities we also
generate an income from the use of the milling machine
Mallah Jallow President of Njonen Women group
lsquolsquorsquorsquo
The 14 million litres water storage dam near Wayaworr
village in Njaba Kunda The Gambia provides water to
approximately 1200 cattle during the four months of the dry
season Since the construction of the dam there has been
a reduction in the number of conflicts over access to water
sources between farmers and herdsmen
One of the spillways in the 45km retention dyke is used to
control the salt intrusion near Marong Kunda village in Njaba
Kunda the Gambia The rehabilitation of 200 hectares has
supported the production of an extra 100000kg of rice
grown by 300 women
Mallah Jallow President of the
Njonen Women group in Njonen
village the Gambia
lsquolsquorsquorsquo
Programme Development
The implementation of the water resource
management programme with TFCG began
in June 2010 with massive sensitization
to raise awareness on water management
issues for over 30000 people Similar to other
awareness-raising programmes implemented
by TFCG training and sensitization meetings
were attended by a wide range of participants
These included representatives from the local
authorities district officials traditional leaders
and other stakeholders such as NGOs and local
networks Village Natural Resource Committees
(VNRC) farmers women and youth groups and
individuals Posters and t-shirts were distributed
and during a field visit to the project site by
a gorta representative in February 2012 the
participantsrsquo awareness of water management
issues and potential solutions was clearly
evident
Integrated catchment management plans were
developed for the upper Mkolo and Kwebululu
rivers involving all 21 villages Water committee
members were trained in the management of
water resources in order to enable them to
construct and manage the protection of the
springs that deliver water to 16 villages and
will provide safe and clean drinking water
to approximately 10000 people Protection
of the water sources included a wide range
of interventions from small water sources
providing water to 50-100 households to larger
water sources that include gravity delivery and
distribution systems to ensure that community
members have easy access to clean water
within reach The VNRC established in the
catchment area in 1997 received further training
in participatory management of the upper
catchment in order to ensure the quality of the
water and the vegetation that protects these
water sources As the patrolling of the forest
has been carried out by the participatory forest
conservation committees for the past 20 years
the additional water resource protection is a
natural step for these committees Reforestation
efforts have also taken place around the water
sources so as to promote their conservation
A gorta Case Study Tanzania
Eva Lolenzo and Lilian Williams from
Bagamoyo village
in Korogwe district
Tanzania climb up-hill
carrying water from a
spring that supplies
water to 80 households
out of 3400 people
living in the village
The Water Users
Committee received
training on sustainable
management of the
spring
The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since
2008 in Participatory Forest Management (PFM) and other livelihood interventions
such as improved agricultural practices Since 2010 water resource management
has been implemented in Lushoto and Korogwe districts of the Western Usambara
Mountain in Tanzaniarsquos Northeastern region TFCG have been working with
communities in 21 villages in the project area for the last 15 years where they have
been promoting sustainable livelihoods strategies through participatory forest
management improved sustainable agriculture practices rearing of small ruminants
and bee-keeping and aquaculture as income generation activities In 2009 a
participatory situation analysis was carried out by TFCG in Lushoto and Korogwe
districts where results revealed that only 46 of the people in Lushoto and 51 in
Korogwe had access to clean water This was affecting women in particular who had
to travel long distances in mountainous terrain to fetch water
Promoting Conservation
Agricultural Practices
Farmer field schools (FFS) provided training
to 630 farmers (246 women and 384 men) on
improved agriculture techniques that included
irrigation on a small scale Each of the FFS
were trained in improved agriculture techniques
based on conservation agriculture practices
The demonstration plots were developed on
the hillsides in areas where the slope reaches
100 Earth terraces were also constructed
where irrigation basins were formed to cultivate
a diversity of crops such as tomatoes beans
maize ginger cabbages green peppers and
potatoes and the ground was treated with
organic manure Irrigation is currently being
provided by gravity-fed irrigation canals and a
mobile improvised sprinkler Ten drip irrigation
systems of 500 square metres are due to be
placed on the demonstration plots and these will
be accompanied by intensive technical support to
ensure correct operation and maintenance Two
gravity schemes are planned to be rehabilitated
through the project and provide water to over 600
farmers irrigating approximately 450 acres
Complementary Interventions
Other water-related interventions promoted
through the programme include harvesting of
rainwater in 15 schools A total of 7500 students
will have improved access to drinking water
when water is scarce during the dry periods from
March to June and from September to November
The programme also involves participatory forest
management which TFCG have been practicing
since 1985 Tree nurseries were established in
primary schools with support from farmer groups
and it is expected that these trees (firewood and
timber varieties) will be distributed to at least
10000 farmers thus alleviating pressure on the
natural forest A total number of 1500000 trees
are expected to be planted during the three-year
programme
Bee-keeping activities have been practiced by
other communities supported by TFCG in the
Arc range mountains and have had very positive
results Selected community members have
received a total of 300 beehives It is estimated
that one beehive could provide 40 litres of honey
per year which can be sold at a weight value of
6000 Tanzania shillings (TSh) per kg which is
equal to approximately 3 Euro Therefore one
beehive provides an annual income of 240000
TSh (115 Euro) per year The expected total
income to be generated from 300 beehives would
be in the region of 72000000 TSh (33540 Euro)
per year
Participants planting tree saplings at a
Tanzania Forest Conservation Group
tree nursery in the West Usambara
Mountains Tanzania
Hausa and Jaacobo Lucas
irrigate the demonstration
plot that Bagamoyo Farm
Field School (FFS) cultivate
15 women and 15 men have
constructed soil terraces on
a le acre where they cultivate
ginger tomatoes cassava
maize cabbage and beans
Drip irrigation equipment
will soon be installed to
enhance the agriculture
production during the dry
season
SELECTED WORK - NON PROFIT
food prices brief
Brochure_WFDindd 1
12102011 111254
gortarsquos approach
In line with gortarsquos strategy and that of the
Irish Governmentrsquos Hunger Task Force we
recognise the important role smallholder
farmers play as part of the solution It is
essential that the current focus on price
volatility at both national and international
level leads to further investment in the
agriculture sector particularly focusing
on research and new and improved
technologies as well as in social security
in order to support the most vulnerable
gorta is working with local partners in
building their resilience to shocks by
creating safety nets as part of a coping
strategy
gorta is also bridging the gap between
agriculture research and smallholder farmers
We recognise the need to link research
with operations in the field and encourage
smallholder farmersrsquo access to training amp
information improved seed technology and
climate smart agriculture We adopt a model
of integrated community development which
promotes among others the safeguarding of
local biodiversity
gorta believes further
investment needs to be
made in strengthening
bull Research and innovation
bull Climate-smart agriculture
bull Improved seeds and farm management
techniques
bull Watershed management
bull Infrastructure marketing systems
extension and communication services
bull Market information and transparency
bull Protection of indigenous knowledge and
biodiversity
bull Food distribution systems food stocks
and reserves
bull Social safety nets
bull Small holder farmersrsquo active free and
meaningful participation in decision
making
Excessive fluctuations in commodity prices whether in situations
of price increases or price depressions create uncertainties for
farmers This affects decisions regarding agricultural investment
and as such has a long-term impact on world food security
The High Level Panel of Experts on Food Security and Nutrition of the
Committee on World Food Security July 2011
lsquolsquo
rsquorsquo
Brochure_WFDindd 6
12102011 111300
It is crucial to better understand our agricultural system and
it is imperative for research and development to start thinking
about new and sustainable approaches to improving the
quality safety and variety of food produced and consumed
around the world
Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International
Women selling grain at a marketplace
in Ghana
lsquolsquo
rsquorsquo
Brochure_WFDindd 7
12102011 111301
The issueldquoSmall import-dependent countries especially
in Africa were deeply affected by the food and
economic crises Some large countries were
able to insulate their markets from the crisis
through restrictive trade policies and protect
their consumers through safety nets However
trade insulation increased prices and volatility in
international marketsrdquo (FAO The State of Food
Insecurity in the World 2011)
The situation which brought about the 2011 food
price increase has some similarities to that which
led to the 20072008 global food crisis described
above during which FAO estimated that the
number of undernourished people increased
by 170 million in the period from 2007-2009
(FAO 2009) The situation was triggered by a
reduction in the levels of global grain stocks
higher oil prices increased financial investments
in agricultural commodities (WB and IMF 2011)
and an increase in international prices across
same According to the Committee on World
Food Security (CFS) High Level Panel of Experts
on Food Security and Nutrition (July 2011) since
2007 the volatility of food prices and the number
of countries effected by it has increased
The Food and Agriculture Organization of the
United Nations (FAO) publishes a monthly
Food Price Index which is viewed as a global
benchmark for food price trends and reports on
five food commodities cereals oilseeds sugar
dairy and meat According to it while global
food prices fell slightly in September 2011 due
largely to the global economic slowdown prices
across the five commodities remain high and are
still above those of 2010 (FAO 2011) The State
of Food Insecurity in the World 2011 an annual
global hunger report published jointly by FAO the
International Fund for Agricultural Development
(IFAD) and the World Food Programme (WFP)
predicts that high and volatile food prices will
persist with food importing countries especially
in Africa mostly at risk
Since the 20072008 price spike there has
been international recognition that investment
in agriculture at both micro and macro levels is
necessary to mitigate against further food price
volatility At the same time agriculture needs
to be viewed within a holistic multi-sectoral
framework Diversifying on-farm and off-farm
activities enables smallholder farmers to reduce
their risk and vulnerability to shocks Access to
market and commodity price information at the
right time remains critical for farmers in order for
them to plant accordingly
What are the factors involved
Among factors relating to food price volatility
are weather variability trade policies (including
export restrictions and bans) increasing oil
prices and the emergence of new financial
investors which are all likely to persist Each of
these highlights the urgent need to focus on
the drivers of food prices and to find long-term
sustainable solutions Other relevant elements
include the shift in the quality of demand for
foods that are more intensive in grains such as
meat and dairy the trade-off between grains
for food feed and biofuels population growth
ndash with figures set to rise to approximately 82
billion by 2030 (UN 2005) ndash and the reduction in
agriculture productivity All of these elements put
further pressure on an already under-invested
sector and on limited resources
Who is affected and how
Despite vast agricultural potential many African
countries are significant net food importers with
high food prices therefore having an immediate
impact on poor householdsrsquo purchasing
power and income share going to food With
approximately 60-80 percent of a householdrsquos
income spent on food any sudden and high
increase in food prices can result in severe
threats to food and nutrition security pushing
families deeper into poverty and hunger This
consequently impacts on their access to other
services such as health care and education
Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos
Farming Communities
Brochure_WFDindd 4
12102011 111259
A group of women hold up a bundle
of harvested ginger produce as part
of a Tanzanian Organic Agriculture
Movement initiative in Mnasi Tanzania
gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to
ginger production to breathe new life into previously struggling livelihoods Livelihoods in the
Korogwe District have dramatically improved since the intervention of gorta and TOAM with
the ginger crop last year outstripping the maize staple crop by four times Participants in the
programme can sell on their ginger harvests and with the proceeds are then able to invest in
other areas
TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining
a higher price and then informing them of the international market opportunities available for
the organic products TOAM also educates and trains the farmers to improve the quality of the
crop and gain certification so their produce will receive a fairer price
The gortaTOAM partnership provides expertise and training in ginger production helping
people in the local communities to become self-sufficient This in turn allows them to escape
poverty educate their children diversify their income into different farming areas and look
towards building a better life for themselves
Case Study Tanzanian Organic Agriculture Movement
Brochure_WFDindd 5
12102011 111259
Goretti Nakana sorts through her
crop of Irish potatoes Goretti is a
participant in the gortaEMESCO
programme in the Kibaale District
in Uganda which is currently being
implemented across 60 communities
and incorporates agriculture health
and water security
Brochure_WFDindd 2
12102011 111256
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo
capacity and capability to move towards the achievement of
prosperity ndash in this sense entrepreneurial development is key
Brochure_WFDindd 3
12102011 111259
SELECTED WORK - NON PROFIT
Annual Report 2010
Untitled-1 1
12082011 104455
About gorta 4
Foreward from the Chairman 6
CEos Message 8
Patron and Board Members 10
our Vision Mission and Values 12
Our Work ndash At Home 16
Hunger Secretariat and World
Food Day 18
Donor Engagement and
Communications 19
Fundraising 20
Networks 22
Stop Climate Chaos 24
International Alliance Against Hunger 25
Our Work ndash Overseas 26
Health 28
Education 30
Livelihoods 32
Water 34
Food 36
Accounts 38
Annual Financial statements 2010 40
cOntents
Photo caption to be placed
here Photo caption to be
placed here
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19
Our countries
Rosie Sambo Zagwa Million Dorothy Msonkho past
students of Bunda College of Agriculture Malawi
Rebecca Amukhoye of gorta speaks to particpants at the
Watershed Management Workshop in Mukono Uganda
Paticipants at the Watershed Management workshop in
Mukono Uganda
Pamela Nasimnu and William Keyah at the gorta funded
Baraka College Kenya
Uganda
bull Population 338
million
bull Life expectancy at
birth 541 years
Uganda has one of the highest
population growth rates in the world
with 26 living in chronic poverty As
one of Gortarsquos programme countries
since 1965 Uganda was designated as
a Gorta country of focus in 20078 The
elimination of poverty and hunger and the
creation of prosperous futures for the poorest
communities are part of Gortarsquos vision As
with each of our countries of focus Gorta
recognises that it is essential to work with
local district government officers and in line
with the National Development in order to
align their development efforts and to create
sustainable programmes that are owned by
the local communities Gortarsquos main focus in
Uganda has been on food security with an aim
to increase access to markets for smallholder
farmers while also working with local
partners on improving water and sanitation
and increasing awareness and access to
treatments of people living with HIVAids
Zambia
bullPopulation 132
million
bullLife expectancy at
birth 473 years
Decades of
economic decline
and neglect of
infrastructure
and services have
impacted heavily on
Zambiarsquos population of 115
million with 45 of the population ndash
52 million individuals ndash undernourished (FAo
2010) Gortarsquos involvement in Zambia has
been to five target areas where it is currently
working with local organisations on training
for beekeeping watershed management area
rehabilitation income generation and with
differently-abled groups
Kenya
bull Population 409 million
bull Life expectancy at birth 556 years
Kenyarsquos population is largely rural based
and rely on smallholder agriculture for their
livelihoods Unpredictable rainfall due to
climate change is having a significantly
negative effect on the food security status of
the country ndash droughts are on the rise placing
millions of Kenyans at risk of malnutrition
and starvation Gorta recognises the need
for training for smallholder farmers to adapt
their farming methods to a changing climate
Having been working in the country since the
mid-seventies and Kenya was designated as
a country of Gortarsquos focus in 20078 Gortarsquos
involvement was initially through small faith-
based organisations but recently we have
engaged with more strategic local partners
with the potential to scale-up and scale-out
Gortarsquos main area of work in Kenya is centred
on agricultural training and food security
through improved methods of agriculture
production
Malawi
bull Population 157 million
bull Life expectancy at birth 546 years
The Republic of Malawi is currently ranked
153 out of 169 on the Human Development
Index (2010) The majority of its population
of 123 million live below the poverty line
and about 83 of the people live in rural
areas with low access to basic health and
education services Agricultural production
is the mainstay of Malawirsquos economy
but landholdings are small leading to
encroachment on marginal lands and
increased erosion These conditions
combined with the high incidence of HIV
AIDS make the poor highly vulnerable
to effects of natural disasters and food
insecurity Gorta first began working in
Malawi in 2005 our focus of work is on water
and food security borehole rehabilitation
sanitation and hygiene irrigation schemes
exchange visits short training courses and the
promotion of self help groups
tanzania
bull Population 45 million
bull Life expectancy at birth 569 years
Climate change is already having an impact
on Tanzania and is likely to further affect
the country with increased temperatures
and lower rainfall which affects agriculture
forests water and coastal resources and
human health Tanzania became a country of
focus for Gorta in 2007 together with Kenya
Uganda Malawi and Zambia Since then
most of our programmes are concentrated
in the Northern regions of the country from
Lake Victoria to the Coast and include Mara
Arusha Manyara Kilimanjaro and Tanga
regions Gortarsquos programmes in Tanzania
focus specifically on maintaining and
improving forest conservation water security
projects and improving livelihoods through
income-generating schemes
ZAMBIA
UGANDA
Population and life expectancy statistics taken from the Human Development Report 2010
United Nations Development Programmes (UNDP)
KENYA
MALAWI
TANZANIA
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51
Financial Highlights 1 Where our money comes from
Donations and Fundraising
Income 5192
Trading Activities Income 936
Investment Income 596
Revenue based grants 178
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
2 How your money gets spent
Programmes Costs Including
Advocacy 7207
Costs of Generating Trading
Income 850
Governance Costs and
Currency Loss 42
Costs of Generating
Voluntary Income 1057
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
3 Breakdown of Fundraising
Income
Committed giving 4645
Legacies 159
Committee income 106
General donations 282
Gift in Kind 10
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
4 split of Grant Income by Donor
Irish Aid 150
Department of Agriculture
Fisheries and Food 19
Enterprise Ireland 975
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
5 split of Programmes spend
by country
Uganda 2276
Malawi 2053
Zambia 1109
Tanzania 710
Kenya 285
India 89
Haiti 52
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
6 split of Programmes spend by
thematic Area
Food Security 2407
Livelihoods 1927
Water and Sanitation 1247
Health 349
Education 295
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011
CASE STUDYTHE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience
The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope
The Hotel
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
Website
SELECTED WORKTopaz
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd
Testimonial
CASE STUDYWATERFORD AIRPORT
CASE STUDY - WATERFORD AIRPORT
Website
CASE STUDY - WATERFORD AIRPORT
Web Banners
CASE STUDY - WATERFORD AIRPORT
Facebook Marketing
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
CASE STUDY - THE TALL SHIPS RACES WATERFORD 2011
The appointment of TOTEM led by Colin Byrne was pivotal to the success of The Tall Ships Races Waterford 2011 campaignFrom the creation of a unique identity for the event which led to the development of the advertising creative the artistic direction of the brochures and point of sale ndash TOTEM delivered it all culminating in the appointment of Colin as Director for the production of a bespoke TV commercial written and produced especially for a heavyweight campaign four weeks before The Tall Ships event which was very highly regarded by the people of WaterfordTOTEM brought creativity in design and copy writing together with outstanding production capability to produce a campaign which attracted over 500000 people to Waterford making it the most successful event in Ireland in 2011In terms of result and value TOTEM brought full-service excellent quality partnership and on-time delivery to the table I can assuredly recommend them for future work to anyone looking for a progressive agency
Stephen Kent Chairperson of the Marketing Committee Tall Ships Races WaterfordDirector of Marketing and On Trade Sales Bulmers Ltd
Testimonial
SELECTED WORKDOWN SYNDROME IRELAND
SELECTED WORK - NON PROFIT
One of them will have a happy childhood find love and get a well paid job
The other one will too
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 5 15032012 0914
SELECTED WORK - NON PROFIT
Hello My name is JamesAny chance of a cuddle
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 1 15032012 0913
Shersquos my sister
And hersquos my brother
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 6 15032012 0914
wwwdownsyndromeie
Therersquos no place
The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family
Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families
(Sue Buckley amp Ben Sacks 2001)
like home
ldquo
ldquo
DSI Landscape [Snap Frame]indd 7 15032012 0914
wwwdownsyndromeie
Hersquos helpful smart loves a laugh and enjoys life to the full
Just like his son
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 8 15032012 0914
SELECTED WORK - NON PROFIT
2 3
Congratulations
on the Birth of your BaBy
The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness
Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other
There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault
All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development
taBle of Contents
Congratulations 3
feelings and emotions 4
telling Brothers and sisters 6
Down syndrome 7
Question time 9
a Bright future ahead 10
stimulation and Bonding 12
What to ask your Doctor 14
entitlements 18
Down syndrome ireland 20
recommended reading 22
6 7
telling Brothers anD sisters
Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need
Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings
Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things
They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born
They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease
Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated
At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo
DoWn synDrome
Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome
What is a syndrome
A syndrome is a collection of several symptoms and signs that usually occur together
What is a chromosome
Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total
22 23
reCommenDeD reaDing
Down syndromean introduction for parents amp Carers
Cliff Cunningham
a minor adjustment
Andy Merriman
early Communication skills for Children Down syndrome
Libby Kumin
Babies with Down syndrome
Karen Stray-Gendersen
Building healthy minds
Stanley Greenspan MD
it takes two to talk
Jan Pepper amp Elaine Weitzman
This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]
May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members
May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide
aCknoWleDgements
graacuteinne murphy National Resource Team Down Syndrome Ireland
Dr Joan murphy (phd) Health Specialist
annette orsquo neill Down Syndrome Ireland
pat Clarke Chief Executive Down Syndrome Ireland
Clare leonard President Down Syndrome Ireland
Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland
4 5
Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before
feelings anD emotions
People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child
Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers
Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome
Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help
Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops
DaD
At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead
ldquo ldquo
mum
We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too
sister
When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time
aDult With DoWn synDrome
The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person
ldquo
ldquo
ldquo
ldquo
ldquo
ldquo
A publication by Down Syndrome Ireland copy 2011
Parent InformationBooklet
SELECTED WORK - NON PROFIT
SELECTED WORKGORTA
SELECTED WORK - NON PROFIT
Community Oriented Watershed Management
gortarsquos approach
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo capacity
and capability to move towards the achievement of prosperity
Children from the Wayaworr village sit
on the slopes of the Wayaworr water
storage dam In 2008 the existing
excavation was rehabilitated as a
water storage facility through the
ADWAC- gorta partnership The lake
is a deliberate catchment of rainwater
and is used for water for livestock
irrigation for tree planting in the
catchment area and the recharging
of groundwater which benefits wells in
the surrounding villages
Capacity Building and Technical Support
A grader provided by gorta successfully carried out the earthworks for the contour bunds Training
in the operation and maintenance of the heavy machinery was provided to ensure that this activity
will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the
collaboration of an agriculture engineer from Senegal who has provided on-going support and makes
periodic visits These activities are similar to the interventions carried out in Senegal by international
donors including USAID and the World Bank There the construction of two water storage dams with a
capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers
and reduced damage to crops due to improved cattle tracks from the dams to other water resources
In my district 80 of conflicts I address are related to cases between
farmers and cattle owners regarding grazing and drinking points Thanks
to the re-demarcation of the cattle tracks since 2010 I have never
arbitrated any case of such related conflicts
Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda
The programme involved training community members in Chamen village in the manual
construction of gabion boxes required for the reinforcement of the check dams Consequently
the limited availability of these boxes in the country and their high cost are no longer
constraints to the earthwork required for the soil conservation interventions Other livelihood
aspects of the integrated watershed management programme include water harvesting
through the construction of half moons establishment wood lots micro credit schemes in
10 villages rearing of small ruminants such as sheep and poultry and income generation
activities through food processing and marketing and processing of ground nuts and millet by
village cooperatives
We the women of Njonen are no more burdened with the use of mortar
and pestle While we save labour to do other economic activities we also
generate an income from the use of the milling machine
Mallah Jallow President of Njonen Women group
lsquolsquorsquorsquo
The 14 million litres water storage dam near Wayaworr
village in Njaba Kunda The Gambia provides water to
approximately 1200 cattle during the four months of the dry
season Since the construction of the dam there has been
a reduction in the number of conflicts over access to water
sources between farmers and herdsmen
One of the spillways in the 45km retention dyke is used to
control the salt intrusion near Marong Kunda village in Njaba
Kunda the Gambia The rehabilitation of 200 hectares has
supported the production of an extra 100000kg of rice
grown by 300 women
Mallah Jallow President of the
Njonen Women group in Njonen
village the Gambia
lsquolsquorsquorsquo
Programme Development
The implementation of the water resource
management programme with TFCG began
in June 2010 with massive sensitization
to raise awareness on water management
issues for over 30000 people Similar to other
awareness-raising programmes implemented
by TFCG training and sensitization meetings
were attended by a wide range of participants
These included representatives from the local
authorities district officials traditional leaders
and other stakeholders such as NGOs and local
networks Village Natural Resource Committees
(VNRC) farmers women and youth groups and
individuals Posters and t-shirts were distributed
and during a field visit to the project site by
a gorta representative in February 2012 the
participantsrsquo awareness of water management
issues and potential solutions was clearly
evident
Integrated catchment management plans were
developed for the upper Mkolo and Kwebululu
rivers involving all 21 villages Water committee
members were trained in the management of
water resources in order to enable them to
construct and manage the protection of the
springs that deliver water to 16 villages and
will provide safe and clean drinking water
to approximately 10000 people Protection
of the water sources included a wide range
of interventions from small water sources
providing water to 50-100 households to larger
water sources that include gravity delivery and
distribution systems to ensure that community
members have easy access to clean water
within reach The VNRC established in the
catchment area in 1997 received further training
in participatory management of the upper
catchment in order to ensure the quality of the
water and the vegetation that protects these
water sources As the patrolling of the forest
has been carried out by the participatory forest
conservation committees for the past 20 years
the additional water resource protection is a
natural step for these committees Reforestation
efforts have also taken place around the water
sources so as to promote their conservation
A gorta Case Study Tanzania
Eva Lolenzo and Lilian Williams from
Bagamoyo village
in Korogwe district
Tanzania climb up-hill
carrying water from a
spring that supplies
water to 80 households
out of 3400 people
living in the village
The Water Users
Committee received
training on sustainable
management of the
spring
The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since
2008 in Participatory Forest Management (PFM) and other livelihood interventions
such as improved agricultural practices Since 2010 water resource management
has been implemented in Lushoto and Korogwe districts of the Western Usambara
Mountain in Tanzaniarsquos Northeastern region TFCG have been working with
communities in 21 villages in the project area for the last 15 years where they have
been promoting sustainable livelihoods strategies through participatory forest
management improved sustainable agriculture practices rearing of small ruminants
and bee-keeping and aquaculture as income generation activities In 2009 a
participatory situation analysis was carried out by TFCG in Lushoto and Korogwe
districts where results revealed that only 46 of the people in Lushoto and 51 in
Korogwe had access to clean water This was affecting women in particular who had
to travel long distances in mountainous terrain to fetch water
Promoting Conservation
Agricultural Practices
Farmer field schools (FFS) provided training
to 630 farmers (246 women and 384 men) on
improved agriculture techniques that included
irrigation on a small scale Each of the FFS
were trained in improved agriculture techniques
based on conservation agriculture practices
The demonstration plots were developed on
the hillsides in areas where the slope reaches
100 Earth terraces were also constructed
where irrigation basins were formed to cultivate
a diversity of crops such as tomatoes beans
maize ginger cabbages green peppers and
potatoes and the ground was treated with
organic manure Irrigation is currently being
provided by gravity-fed irrigation canals and a
mobile improvised sprinkler Ten drip irrigation
systems of 500 square metres are due to be
placed on the demonstration plots and these will
be accompanied by intensive technical support to
ensure correct operation and maintenance Two
gravity schemes are planned to be rehabilitated
through the project and provide water to over 600
farmers irrigating approximately 450 acres
Complementary Interventions
Other water-related interventions promoted
through the programme include harvesting of
rainwater in 15 schools A total of 7500 students
will have improved access to drinking water
when water is scarce during the dry periods from
March to June and from September to November
The programme also involves participatory forest
management which TFCG have been practicing
since 1985 Tree nurseries were established in
primary schools with support from farmer groups
and it is expected that these trees (firewood and
timber varieties) will be distributed to at least
10000 farmers thus alleviating pressure on the
natural forest A total number of 1500000 trees
are expected to be planted during the three-year
programme
Bee-keeping activities have been practiced by
other communities supported by TFCG in the
Arc range mountains and have had very positive
results Selected community members have
received a total of 300 beehives It is estimated
that one beehive could provide 40 litres of honey
per year which can be sold at a weight value of
6000 Tanzania shillings (TSh) per kg which is
equal to approximately 3 Euro Therefore one
beehive provides an annual income of 240000
TSh (115 Euro) per year The expected total
income to be generated from 300 beehives would
be in the region of 72000000 TSh (33540 Euro)
per year
Participants planting tree saplings at a
Tanzania Forest Conservation Group
tree nursery in the West Usambara
Mountains Tanzania
Hausa and Jaacobo Lucas
irrigate the demonstration
plot that Bagamoyo Farm
Field School (FFS) cultivate
15 women and 15 men have
constructed soil terraces on
a le acre where they cultivate
ginger tomatoes cassava
maize cabbage and beans
Drip irrigation equipment
will soon be installed to
enhance the agriculture
production during the dry
season
SELECTED WORK - NON PROFIT
food prices brief
Brochure_WFDindd 1
12102011 111254
gortarsquos approach
In line with gortarsquos strategy and that of the
Irish Governmentrsquos Hunger Task Force we
recognise the important role smallholder
farmers play as part of the solution It is
essential that the current focus on price
volatility at both national and international
level leads to further investment in the
agriculture sector particularly focusing
on research and new and improved
technologies as well as in social security
in order to support the most vulnerable
gorta is working with local partners in
building their resilience to shocks by
creating safety nets as part of a coping
strategy
gorta is also bridging the gap between
agriculture research and smallholder farmers
We recognise the need to link research
with operations in the field and encourage
smallholder farmersrsquo access to training amp
information improved seed technology and
climate smart agriculture We adopt a model
of integrated community development which
promotes among others the safeguarding of
local biodiversity
gorta believes further
investment needs to be
made in strengthening
bull Research and innovation
bull Climate-smart agriculture
bull Improved seeds and farm management
techniques
bull Watershed management
bull Infrastructure marketing systems
extension and communication services
bull Market information and transparency
bull Protection of indigenous knowledge and
biodiversity
bull Food distribution systems food stocks
and reserves
bull Social safety nets
bull Small holder farmersrsquo active free and
meaningful participation in decision
making
Excessive fluctuations in commodity prices whether in situations
of price increases or price depressions create uncertainties for
farmers This affects decisions regarding agricultural investment
and as such has a long-term impact on world food security
The High Level Panel of Experts on Food Security and Nutrition of the
Committee on World Food Security July 2011
lsquolsquo
rsquorsquo
Brochure_WFDindd 6
12102011 111300
It is crucial to better understand our agricultural system and
it is imperative for research and development to start thinking
about new and sustainable approaches to improving the
quality safety and variety of food produced and consumed
around the world
Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International
Women selling grain at a marketplace
in Ghana
lsquolsquo
rsquorsquo
Brochure_WFDindd 7
12102011 111301
The issueldquoSmall import-dependent countries especially
in Africa were deeply affected by the food and
economic crises Some large countries were
able to insulate their markets from the crisis
through restrictive trade policies and protect
their consumers through safety nets However
trade insulation increased prices and volatility in
international marketsrdquo (FAO The State of Food
Insecurity in the World 2011)
The situation which brought about the 2011 food
price increase has some similarities to that which
led to the 20072008 global food crisis described
above during which FAO estimated that the
number of undernourished people increased
by 170 million in the period from 2007-2009
(FAO 2009) The situation was triggered by a
reduction in the levels of global grain stocks
higher oil prices increased financial investments
in agricultural commodities (WB and IMF 2011)
and an increase in international prices across
same According to the Committee on World
Food Security (CFS) High Level Panel of Experts
on Food Security and Nutrition (July 2011) since
2007 the volatility of food prices and the number
of countries effected by it has increased
The Food and Agriculture Organization of the
United Nations (FAO) publishes a monthly
Food Price Index which is viewed as a global
benchmark for food price trends and reports on
five food commodities cereals oilseeds sugar
dairy and meat According to it while global
food prices fell slightly in September 2011 due
largely to the global economic slowdown prices
across the five commodities remain high and are
still above those of 2010 (FAO 2011) The State
of Food Insecurity in the World 2011 an annual
global hunger report published jointly by FAO the
International Fund for Agricultural Development
(IFAD) and the World Food Programme (WFP)
predicts that high and volatile food prices will
persist with food importing countries especially
in Africa mostly at risk
Since the 20072008 price spike there has
been international recognition that investment
in agriculture at both micro and macro levels is
necessary to mitigate against further food price
volatility At the same time agriculture needs
to be viewed within a holistic multi-sectoral
framework Diversifying on-farm and off-farm
activities enables smallholder farmers to reduce
their risk and vulnerability to shocks Access to
market and commodity price information at the
right time remains critical for farmers in order for
them to plant accordingly
What are the factors involved
Among factors relating to food price volatility
are weather variability trade policies (including
export restrictions and bans) increasing oil
prices and the emergence of new financial
investors which are all likely to persist Each of
these highlights the urgent need to focus on
the drivers of food prices and to find long-term
sustainable solutions Other relevant elements
include the shift in the quality of demand for
foods that are more intensive in grains such as
meat and dairy the trade-off between grains
for food feed and biofuels population growth
ndash with figures set to rise to approximately 82
billion by 2030 (UN 2005) ndash and the reduction in
agriculture productivity All of these elements put
further pressure on an already under-invested
sector and on limited resources
Who is affected and how
Despite vast agricultural potential many African
countries are significant net food importers with
high food prices therefore having an immediate
impact on poor householdsrsquo purchasing
power and income share going to food With
approximately 60-80 percent of a householdrsquos
income spent on food any sudden and high
increase in food prices can result in severe
threats to food and nutrition security pushing
families deeper into poverty and hunger This
consequently impacts on their access to other
services such as health care and education
Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos
Farming Communities
Brochure_WFDindd 4
12102011 111259
A group of women hold up a bundle
of harvested ginger produce as part
of a Tanzanian Organic Agriculture
Movement initiative in Mnasi Tanzania
gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to
ginger production to breathe new life into previously struggling livelihoods Livelihoods in the
Korogwe District have dramatically improved since the intervention of gorta and TOAM with
the ginger crop last year outstripping the maize staple crop by four times Participants in the
programme can sell on their ginger harvests and with the proceeds are then able to invest in
other areas
TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining
a higher price and then informing them of the international market opportunities available for
the organic products TOAM also educates and trains the farmers to improve the quality of the
crop and gain certification so their produce will receive a fairer price
The gortaTOAM partnership provides expertise and training in ginger production helping
people in the local communities to become self-sufficient This in turn allows them to escape
poverty educate their children diversify their income into different farming areas and look
towards building a better life for themselves
Case Study Tanzanian Organic Agriculture Movement
Brochure_WFDindd 5
12102011 111259
Goretti Nakana sorts through her
crop of Irish potatoes Goretti is a
participant in the gortaEMESCO
programme in the Kibaale District
in Uganda which is currently being
implemented across 60 communities
and incorporates agriculture health
and water security
Brochure_WFDindd 2
12102011 111256
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo
capacity and capability to move towards the achievement of
prosperity ndash in this sense entrepreneurial development is key
Brochure_WFDindd 3
12102011 111259
SELECTED WORK - NON PROFIT
Annual Report 2010
Untitled-1 1
12082011 104455
About gorta 4
Foreward from the Chairman 6
CEos Message 8
Patron and Board Members 10
our Vision Mission and Values 12
Our Work ndash At Home 16
Hunger Secretariat and World
Food Day 18
Donor Engagement and
Communications 19
Fundraising 20
Networks 22
Stop Climate Chaos 24
International Alliance Against Hunger 25
Our Work ndash Overseas 26
Health 28
Education 30
Livelihoods 32
Water 34
Food 36
Accounts 38
Annual Financial statements 2010 40
cOntents
Photo caption to be placed
here Photo caption to be
placed here
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19
Our countries
Rosie Sambo Zagwa Million Dorothy Msonkho past
students of Bunda College of Agriculture Malawi
Rebecca Amukhoye of gorta speaks to particpants at the
Watershed Management Workshop in Mukono Uganda
Paticipants at the Watershed Management workshop in
Mukono Uganda
Pamela Nasimnu and William Keyah at the gorta funded
Baraka College Kenya
Uganda
bull Population 338
million
bull Life expectancy at
birth 541 years
Uganda has one of the highest
population growth rates in the world
with 26 living in chronic poverty As
one of Gortarsquos programme countries
since 1965 Uganda was designated as
a Gorta country of focus in 20078 The
elimination of poverty and hunger and the
creation of prosperous futures for the poorest
communities are part of Gortarsquos vision As
with each of our countries of focus Gorta
recognises that it is essential to work with
local district government officers and in line
with the National Development in order to
align their development efforts and to create
sustainable programmes that are owned by
the local communities Gortarsquos main focus in
Uganda has been on food security with an aim
to increase access to markets for smallholder
farmers while also working with local
partners on improving water and sanitation
and increasing awareness and access to
treatments of people living with HIVAids
Zambia
bullPopulation 132
million
bullLife expectancy at
birth 473 years
Decades of
economic decline
and neglect of
infrastructure
and services have
impacted heavily on
Zambiarsquos population of 115
million with 45 of the population ndash
52 million individuals ndash undernourished (FAo
2010) Gortarsquos involvement in Zambia has
been to five target areas where it is currently
working with local organisations on training
for beekeeping watershed management area
rehabilitation income generation and with
differently-abled groups
Kenya
bull Population 409 million
bull Life expectancy at birth 556 years
Kenyarsquos population is largely rural based
and rely on smallholder agriculture for their
livelihoods Unpredictable rainfall due to
climate change is having a significantly
negative effect on the food security status of
the country ndash droughts are on the rise placing
millions of Kenyans at risk of malnutrition
and starvation Gorta recognises the need
for training for smallholder farmers to adapt
their farming methods to a changing climate
Having been working in the country since the
mid-seventies and Kenya was designated as
a country of Gortarsquos focus in 20078 Gortarsquos
involvement was initially through small faith-
based organisations but recently we have
engaged with more strategic local partners
with the potential to scale-up and scale-out
Gortarsquos main area of work in Kenya is centred
on agricultural training and food security
through improved methods of agriculture
production
Malawi
bull Population 157 million
bull Life expectancy at birth 546 years
The Republic of Malawi is currently ranked
153 out of 169 on the Human Development
Index (2010) The majority of its population
of 123 million live below the poverty line
and about 83 of the people live in rural
areas with low access to basic health and
education services Agricultural production
is the mainstay of Malawirsquos economy
but landholdings are small leading to
encroachment on marginal lands and
increased erosion These conditions
combined with the high incidence of HIV
AIDS make the poor highly vulnerable
to effects of natural disasters and food
insecurity Gorta first began working in
Malawi in 2005 our focus of work is on water
and food security borehole rehabilitation
sanitation and hygiene irrigation schemes
exchange visits short training courses and the
promotion of self help groups
tanzania
bull Population 45 million
bull Life expectancy at birth 569 years
Climate change is already having an impact
on Tanzania and is likely to further affect
the country with increased temperatures
and lower rainfall which affects agriculture
forests water and coastal resources and
human health Tanzania became a country of
focus for Gorta in 2007 together with Kenya
Uganda Malawi and Zambia Since then
most of our programmes are concentrated
in the Northern regions of the country from
Lake Victoria to the Coast and include Mara
Arusha Manyara Kilimanjaro and Tanga
regions Gortarsquos programmes in Tanzania
focus specifically on maintaining and
improving forest conservation water security
projects and improving livelihoods through
income-generating schemes
ZAMBIA
UGANDA
Population and life expectancy statistics taken from the Human Development Report 2010
United Nations Development Programmes (UNDP)
KENYA
MALAWI
TANZANIA
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51
Financial Highlights 1 Where our money comes from
Donations and Fundraising
Income 5192
Trading Activities Income 936
Investment Income 596
Revenue based grants 178
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
2 How your money gets spent
Programmes Costs Including
Advocacy 7207
Costs of Generating Trading
Income 850
Governance Costs and
Currency Loss 42
Costs of Generating
Voluntary Income 1057
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
3 Breakdown of Fundraising
Income
Committed giving 4645
Legacies 159
Committee income 106
General donations 282
Gift in Kind 10
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
4 split of Grant Income by Donor
Irish Aid 150
Department of Agriculture
Fisheries and Food 19
Enterprise Ireland 975
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
5 split of Programmes spend
by country
Uganda 2276
Malawi 2053
Zambia 1109
Tanzania 710
Kenya 285
India 89
Haiti 52
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
6 split of Programmes spend by
thematic Area
Food Security 2407
Livelihoods 1927
Water and Sanitation 1247
Health 349
Education 295
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011
CASE STUDYTHE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience
The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope
The Hotel
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
Website
SELECTED WORKTopaz
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd
Testimonial
CASE STUDYWATERFORD AIRPORT
CASE STUDY - WATERFORD AIRPORT
Website
CASE STUDY - WATERFORD AIRPORT
Web Banners
CASE STUDY - WATERFORD AIRPORT
Facebook Marketing
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
SELECTED WORKDOWN SYNDROME IRELAND
SELECTED WORK - NON PROFIT
One of them will have a happy childhood find love and get a well paid job
The other one will too
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 5 15032012 0914
SELECTED WORK - NON PROFIT
Hello My name is JamesAny chance of a cuddle
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 1 15032012 0913
Shersquos my sister
And hersquos my brother
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 6 15032012 0914
wwwdownsyndromeie
Therersquos no place
The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family
Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families
(Sue Buckley amp Ben Sacks 2001)
like home
ldquo
ldquo
DSI Landscape [Snap Frame]indd 7 15032012 0914
wwwdownsyndromeie
Hersquos helpful smart loves a laugh and enjoys life to the full
Just like his son
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 8 15032012 0914
SELECTED WORK - NON PROFIT
2 3
Congratulations
on the Birth of your BaBy
The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness
Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other
There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault
All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development
taBle of Contents
Congratulations 3
feelings and emotions 4
telling Brothers and sisters 6
Down syndrome 7
Question time 9
a Bright future ahead 10
stimulation and Bonding 12
What to ask your Doctor 14
entitlements 18
Down syndrome ireland 20
recommended reading 22
6 7
telling Brothers anD sisters
Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need
Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings
Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things
They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born
They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease
Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated
At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo
DoWn synDrome
Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome
What is a syndrome
A syndrome is a collection of several symptoms and signs that usually occur together
What is a chromosome
Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total
22 23
reCommenDeD reaDing
Down syndromean introduction for parents amp Carers
Cliff Cunningham
a minor adjustment
Andy Merriman
early Communication skills for Children Down syndrome
Libby Kumin
Babies with Down syndrome
Karen Stray-Gendersen
Building healthy minds
Stanley Greenspan MD
it takes two to talk
Jan Pepper amp Elaine Weitzman
This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]
May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members
May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide
aCknoWleDgements
graacuteinne murphy National Resource Team Down Syndrome Ireland
Dr Joan murphy (phd) Health Specialist
annette orsquo neill Down Syndrome Ireland
pat Clarke Chief Executive Down Syndrome Ireland
Clare leonard President Down Syndrome Ireland
Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland
4 5
Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before
feelings anD emotions
People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child
Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers
Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome
Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help
Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops
DaD
At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead
ldquo ldquo
mum
We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too
sister
When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time
aDult With DoWn synDrome
The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person
ldquo
ldquo
ldquo
ldquo
ldquo
ldquo
A publication by Down Syndrome Ireland copy 2011
Parent InformationBooklet
SELECTED WORK - NON PROFIT
SELECTED WORKGORTA
SELECTED WORK - NON PROFIT
Community Oriented Watershed Management
gortarsquos approach
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo capacity
and capability to move towards the achievement of prosperity
Children from the Wayaworr village sit
on the slopes of the Wayaworr water
storage dam In 2008 the existing
excavation was rehabilitated as a
water storage facility through the
ADWAC- gorta partnership The lake
is a deliberate catchment of rainwater
and is used for water for livestock
irrigation for tree planting in the
catchment area and the recharging
of groundwater which benefits wells in
the surrounding villages
Capacity Building and Technical Support
A grader provided by gorta successfully carried out the earthworks for the contour bunds Training
in the operation and maintenance of the heavy machinery was provided to ensure that this activity
will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the
collaboration of an agriculture engineer from Senegal who has provided on-going support and makes
periodic visits These activities are similar to the interventions carried out in Senegal by international
donors including USAID and the World Bank There the construction of two water storage dams with a
capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers
and reduced damage to crops due to improved cattle tracks from the dams to other water resources
In my district 80 of conflicts I address are related to cases between
farmers and cattle owners regarding grazing and drinking points Thanks
to the re-demarcation of the cattle tracks since 2010 I have never
arbitrated any case of such related conflicts
Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda
The programme involved training community members in Chamen village in the manual
construction of gabion boxes required for the reinforcement of the check dams Consequently
the limited availability of these boxes in the country and their high cost are no longer
constraints to the earthwork required for the soil conservation interventions Other livelihood
aspects of the integrated watershed management programme include water harvesting
through the construction of half moons establishment wood lots micro credit schemes in
10 villages rearing of small ruminants such as sheep and poultry and income generation
activities through food processing and marketing and processing of ground nuts and millet by
village cooperatives
We the women of Njonen are no more burdened with the use of mortar
and pestle While we save labour to do other economic activities we also
generate an income from the use of the milling machine
Mallah Jallow President of Njonen Women group
lsquolsquorsquorsquo
The 14 million litres water storage dam near Wayaworr
village in Njaba Kunda The Gambia provides water to
approximately 1200 cattle during the four months of the dry
season Since the construction of the dam there has been
a reduction in the number of conflicts over access to water
sources between farmers and herdsmen
One of the spillways in the 45km retention dyke is used to
control the salt intrusion near Marong Kunda village in Njaba
Kunda the Gambia The rehabilitation of 200 hectares has
supported the production of an extra 100000kg of rice
grown by 300 women
Mallah Jallow President of the
Njonen Women group in Njonen
village the Gambia
lsquolsquorsquorsquo
Programme Development
The implementation of the water resource
management programme with TFCG began
in June 2010 with massive sensitization
to raise awareness on water management
issues for over 30000 people Similar to other
awareness-raising programmes implemented
by TFCG training and sensitization meetings
were attended by a wide range of participants
These included representatives from the local
authorities district officials traditional leaders
and other stakeholders such as NGOs and local
networks Village Natural Resource Committees
(VNRC) farmers women and youth groups and
individuals Posters and t-shirts were distributed
and during a field visit to the project site by
a gorta representative in February 2012 the
participantsrsquo awareness of water management
issues and potential solutions was clearly
evident
Integrated catchment management plans were
developed for the upper Mkolo and Kwebululu
rivers involving all 21 villages Water committee
members were trained in the management of
water resources in order to enable them to
construct and manage the protection of the
springs that deliver water to 16 villages and
will provide safe and clean drinking water
to approximately 10000 people Protection
of the water sources included a wide range
of interventions from small water sources
providing water to 50-100 households to larger
water sources that include gravity delivery and
distribution systems to ensure that community
members have easy access to clean water
within reach The VNRC established in the
catchment area in 1997 received further training
in participatory management of the upper
catchment in order to ensure the quality of the
water and the vegetation that protects these
water sources As the patrolling of the forest
has been carried out by the participatory forest
conservation committees for the past 20 years
the additional water resource protection is a
natural step for these committees Reforestation
efforts have also taken place around the water
sources so as to promote their conservation
A gorta Case Study Tanzania
Eva Lolenzo and Lilian Williams from
Bagamoyo village
in Korogwe district
Tanzania climb up-hill
carrying water from a
spring that supplies
water to 80 households
out of 3400 people
living in the village
The Water Users
Committee received
training on sustainable
management of the
spring
The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since
2008 in Participatory Forest Management (PFM) and other livelihood interventions
such as improved agricultural practices Since 2010 water resource management
has been implemented in Lushoto and Korogwe districts of the Western Usambara
Mountain in Tanzaniarsquos Northeastern region TFCG have been working with
communities in 21 villages in the project area for the last 15 years where they have
been promoting sustainable livelihoods strategies through participatory forest
management improved sustainable agriculture practices rearing of small ruminants
and bee-keeping and aquaculture as income generation activities In 2009 a
participatory situation analysis was carried out by TFCG in Lushoto and Korogwe
districts where results revealed that only 46 of the people in Lushoto and 51 in
Korogwe had access to clean water This was affecting women in particular who had
to travel long distances in mountainous terrain to fetch water
Promoting Conservation
Agricultural Practices
Farmer field schools (FFS) provided training
to 630 farmers (246 women and 384 men) on
improved agriculture techniques that included
irrigation on a small scale Each of the FFS
were trained in improved agriculture techniques
based on conservation agriculture practices
The demonstration plots were developed on
the hillsides in areas where the slope reaches
100 Earth terraces were also constructed
where irrigation basins were formed to cultivate
a diversity of crops such as tomatoes beans
maize ginger cabbages green peppers and
potatoes and the ground was treated with
organic manure Irrigation is currently being
provided by gravity-fed irrigation canals and a
mobile improvised sprinkler Ten drip irrigation
systems of 500 square metres are due to be
placed on the demonstration plots and these will
be accompanied by intensive technical support to
ensure correct operation and maintenance Two
gravity schemes are planned to be rehabilitated
through the project and provide water to over 600
farmers irrigating approximately 450 acres
Complementary Interventions
Other water-related interventions promoted
through the programme include harvesting of
rainwater in 15 schools A total of 7500 students
will have improved access to drinking water
when water is scarce during the dry periods from
March to June and from September to November
The programme also involves participatory forest
management which TFCG have been practicing
since 1985 Tree nurseries were established in
primary schools with support from farmer groups
and it is expected that these trees (firewood and
timber varieties) will be distributed to at least
10000 farmers thus alleviating pressure on the
natural forest A total number of 1500000 trees
are expected to be planted during the three-year
programme
Bee-keeping activities have been practiced by
other communities supported by TFCG in the
Arc range mountains and have had very positive
results Selected community members have
received a total of 300 beehives It is estimated
that one beehive could provide 40 litres of honey
per year which can be sold at a weight value of
6000 Tanzania shillings (TSh) per kg which is
equal to approximately 3 Euro Therefore one
beehive provides an annual income of 240000
TSh (115 Euro) per year The expected total
income to be generated from 300 beehives would
be in the region of 72000000 TSh (33540 Euro)
per year
Participants planting tree saplings at a
Tanzania Forest Conservation Group
tree nursery in the West Usambara
Mountains Tanzania
Hausa and Jaacobo Lucas
irrigate the demonstration
plot that Bagamoyo Farm
Field School (FFS) cultivate
15 women and 15 men have
constructed soil terraces on
a le acre where they cultivate
ginger tomatoes cassava
maize cabbage and beans
Drip irrigation equipment
will soon be installed to
enhance the agriculture
production during the dry
season
SELECTED WORK - NON PROFIT
food prices brief
Brochure_WFDindd 1
12102011 111254
gortarsquos approach
In line with gortarsquos strategy and that of the
Irish Governmentrsquos Hunger Task Force we
recognise the important role smallholder
farmers play as part of the solution It is
essential that the current focus on price
volatility at both national and international
level leads to further investment in the
agriculture sector particularly focusing
on research and new and improved
technologies as well as in social security
in order to support the most vulnerable
gorta is working with local partners in
building their resilience to shocks by
creating safety nets as part of a coping
strategy
gorta is also bridging the gap between
agriculture research and smallholder farmers
We recognise the need to link research
with operations in the field and encourage
smallholder farmersrsquo access to training amp
information improved seed technology and
climate smart agriculture We adopt a model
of integrated community development which
promotes among others the safeguarding of
local biodiversity
gorta believes further
investment needs to be
made in strengthening
bull Research and innovation
bull Climate-smart agriculture
bull Improved seeds and farm management
techniques
bull Watershed management
bull Infrastructure marketing systems
extension and communication services
bull Market information and transparency
bull Protection of indigenous knowledge and
biodiversity
bull Food distribution systems food stocks
and reserves
bull Social safety nets
bull Small holder farmersrsquo active free and
meaningful participation in decision
making
Excessive fluctuations in commodity prices whether in situations
of price increases or price depressions create uncertainties for
farmers This affects decisions regarding agricultural investment
and as such has a long-term impact on world food security
The High Level Panel of Experts on Food Security and Nutrition of the
Committee on World Food Security July 2011
lsquolsquo
rsquorsquo
Brochure_WFDindd 6
12102011 111300
It is crucial to better understand our agricultural system and
it is imperative for research and development to start thinking
about new and sustainable approaches to improving the
quality safety and variety of food produced and consumed
around the world
Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International
Women selling grain at a marketplace
in Ghana
lsquolsquo
rsquorsquo
Brochure_WFDindd 7
12102011 111301
The issueldquoSmall import-dependent countries especially
in Africa were deeply affected by the food and
economic crises Some large countries were
able to insulate their markets from the crisis
through restrictive trade policies and protect
their consumers through safety nets However
trade insulation increased prices and volatility in
international marketsrdquo (FAO The State of Food
Insecurity in the World 2011)
The situation which brought about the 2011 food
price increase has some similarities to that which
led to the 20072008 global food crisis described
above during which FAO estimated that the
number of undernourished people increased
by 170 million in the period from 2007-2009
(FAO 2009) The situation was triggered by a
reduction in the levels of global grain stocks
higher oil prices increased financial investments
in agricultural commodities (WB and IMF 2011)
and an increase in international prices across
same According to the Committee on World
Food Security (CFS) High Level Panel of Experts
on Food Security and Nutrition (July 2011) since
2007 the volatility of food prices and the number
of countries effected by it has increased
The Food and Agriculture Organization of the
United Nations (FAO) publishes a monthly
Food Price Index which is viewed as a global
benchmark for food price trends and reports on
five food commodities cereals oilseeds sugar
dairy and meat According to it while global
food prices fell slightly in September 2011 due
largely to the global economic slowdown prices
across the five commodities remain high and are
still above those of 2010 (FAO 2011) The State
of Food Insecurity in the World 2011 an annual
global hunger report published jointly by FAO the
International Fund for Agricultural Development
(IFAD) and the World Food Programme (WFP)
predicts that high and volatile food prices will
persist with food importing countries especially
in Africa mostly at risk
Since the 20072008 price spike there has
been international recognition that investment
in agriculture at both micro and macro levels is
necessary to mitigate against further food price
volatility At the same time agriculture needs
to be viewed within a holistic multi-sectoral
framework Diversifying on-farm and off-farm
activities enables smallholder farmers to reduce
their risk and vulnerability to shocks Access to
market and commodity price information at the
right time remains critical for farmers in order for
them to plant accordingly
What are the factors involved
Among factors relating to food price volatility
are weather variability trade policies (including
export restrictions and bans) increasing oil
prices and the emergence of new financial
investors which are all likely to persist Each of
these highlights the urgent need to focus on
the drivers of food prices and to find long-term
sustainable solutions Other relevant elements
include the shift in the quality of demand for
foods that are more intensive in grains such as
meat and dairy the trade-off between grains
for food feed and biofuels population growth
ndash with figures set to rise to approximately 82
billion by 2030 (UN 2005) ndash and the reduction in
agriculture productivity All of these elements put
further pressure on an already under-invested
sector and on limited resources
Who is affected and how
Despite vast agricultural potential many African
countries are significant net food importers with
high food prices therefore having an immediate
impact on poor householdsrsquo purchasing
power and income share going to food With
approximately 60-80 percent of a householdrsquos
income spent on food any sudden and high
increase in food prices can result in severe
threats to food and nutrition security pushing
families deeper into poverty and hunger This
consequently impacts on their access to other
services such as health care and education
Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos
Farming Communities
Brochure_WFDindd 4
12102011 111259
A group of women hold up a bundle
of harvested ginger produce as part
of a Tanzanian Organic Agriculture
Movement initiative in Mnasi Tanzania
gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to
ginger production to breathe new life into previously struggling livelihoods Livelihoods in the
Korogwe District have dramatically improved since the intervention of gorta and TOAM with
the ginger crop last year outstripping the maize staple crop by four times Participants in the
programme can sell on their ginger harvests and with the proceeds are then able to invest in
other areas
TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining
a higher price and then informing them of the international market opportunities available for
the organic products TOAM also educates and trains the farmers to improve the quality of the
crop and gain certification so their produce will receive a fairer price
The gortaTOAM partnership provides expertise and training in ginger production helping
people in the local communities to become self-sufficient This in turn allows them to escape
poverty educate their children diversify their income into different farming areas and look
towards building a better life for themselves
Case Study Tanzanian Organic Agriculture Movement
Brochure_WFDindd 5
12102011 111259
Goretti Nakana sorts through her
crop of Irish potatoes Goretti is a
participant in the gortaEMESCO
programme in the Kibaale District
in Uganda which is currently being
implemented across 60 communities
and incorporates agriculture health
and water security
Brochure_WFDindd 2
12102011 111256
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo
capacity and capability to move towards the achievement of
prosperity ndash in this sense entrepreneurial development is key
Brochure_WFDindd 3
12102011 111259
SELECTED WORK - NON PROFIT
Annual Report 2010
Untitled-1 1
12082011 104455
About gorta 4
Foreward from the Chairman 6
CEos Message 8
Patron and Board Members 10
our Vision Mission and Values 12
Our Work ndash At Home 16
Hunger Secretariat and World
Food Day 18
Donor Engagement and
Communications 19
Fundraising 20
Networks 22
Stop Climate Chaos 24
International Alliance Against Hunger 25
Our Work ndash Overseas 26
Health 28
Education 30
Livelihoods 32
Water 34
Food 36
Accounts 38
Annual Financial statements 2010 40
cOntents
Photo caption to be placed
here Photo caption to be
placed here
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19
Our countries
Rosie Sambo Zagwa Million Dorothy Msonkho past
students of Bunda College of Agriculture Malawi
Rebecca Amukhoye of gorta speaks to particpants at the
Watershed Management Workshop in Mukono Uganda
Paticipants at the Watershed Management workshop in
Mukono Uganda
Pamela Nasimnu and William Keyah at the gorta funded
Baraka College Kenya
Uganda
bull Population 338
million
bull Life expectancy at
birth 541 years
Uganda has one of the highest
population growth rates in the world
with 26 living in chronic poverty As
one of Gortarsquos programme countries
since 1965 Uganda was designated as
a Gorta country of focus in 20078 The
elimination of poverty and hunger and the
creation of prosperous futures for the poorest
communities are part of Gortarsquos vision As
with each of our countries of focus Gorta
recognises that it is essential to work with
local district government officers and in line
with the National Development in order to
align their development efforts and to create
sustainable programmes that are owned by
the local communities Gortarsquos main focus in
Uganda has been on food security with an aim
to increase access to markets for smallholder
farmers while also working with local
partners on improving water and sanitation
and increasing awareness and access to
treatments of people living with HIVAids
Zambia
bullPopulation 132
million
bullLife expectancy at
birth 473 years
Decades of
economic decline
and neglect of
infrastructure
and services have
impacted heavily on
Zambiarsquos population of 115
million with 45 of the population ndash
52 million individuals ndash undernourished (FAo
2010) Gortarsquos involvement in Zambia has
been to five target areas where it is currently
working with local organisations on training
for beekeeping watershed management area
rehabilitation income generation and with
differently-abled groups
Kenya
bull Population 409 million
bull Life expectancy at birth 556 years
Kenyarsquos population is largely rural based
and rely on smallholder agriculture for their
livelihoods Unpredictable rainfall due to
climate change is having a significantly
negative effect on the food security status of
the country ndash droughts are on the rise placing
millions of Kenyans at risk of malnutrition
and starvation Gorta recognises the need
for training for smallholder farmers to adapt
their farming methods to a changing climate
Having been working in the country since the
mid-seventies and Kenya was designated as
a country of Gortarsquos focus in 20078 Gortarsquos
involvement was initially through small faith-
based organisations but recently we have
engaged with more strategic local partners
with the potential to scale-up and scale-out
Gortarsquos main area of work in Kenya is centred
on agricultural training and food security
through improved methods of agriculture
production
Malawi
bull Population 157 million
bull Life expectancy at birth 546 years
The Republic of Malawi is currently ranked
153 out of 169 on the Human Development
Index (2010) The majority of its population
of 123 million live below the poverty line
and about 83 of the people live in rural
areas with low access to basic health and
education services Agricultural production
is the mainstay of Malawirsquos economy
but landholdings are small leading to
encroachment on marginal lands and
increased erosion These conditions
combined with the high incidence of HIV
AIDS make the poor highly vulnerable
to effects of natural disasters and food
insecurity Gorta first began working in
Malawi in 2005 our focus of work is on water
and food security borehole rehabilitation
sanitation and hygiene irrigation schemes
exchange visits short training courses and the
promotion of self help groups
tanzania
bull Population 45 million
bull Life expectancy at birth 569 years
Climate change is already having an impact
on Tanzania and is likely to further affect
the country with increased temperatures
and lower rainfall which affects agriculture
forests water and coastal resources and
human health Tanzania became a country of
focus for Gorta in 2007 together with Kenya
Uganda Malawi and Zambia Since then
most of our programmes are concentrated
in the Northern regions of the country from
Lake Victoria to the Coast and include Mara
Arusha Manyara Kilimanjaro and Tanga
regions Gortarsquos programmes in Tanzania
focus specifically on maintaining and
improving forest conservation water security
projects and improving livelihoods through
income-generating schemes
ZAMBIA
UGANDA
Population and life expectancy statistics taken from the Human Development Report 2010
United Nations Development Programmes (UNDP)
KENYA
MALAWI
TANZANIA
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51
Financial Highlights 1 Where our money comes from
Donations and Fundraising
Income 5192
Trading Activities Income 936
Investment Income 596
Revenue based grants 178
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
2 How your money gets spent
Programmes Costs Including
Advocacy 7207
Costs of Generating Trading
Income 850
Governance Costs and
Currency Loss 42
Costs of Generating
Voluntary Income 1057
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
3 Breakdown of Fundraising
Income
Committed giving 4645
Legacies 159
Committee income 106
General donations 282
Gift in Kind 10
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
4 split of Grant Income by Donor
Irish Aid 150
Department of Agriculture
Fisheries and Food 19
Enterprise Ireland 975
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
5 split of Programmes spend
by country
Uganda 2276
Malawi 2053
Zambia 1109
Tanzania 710
Kenya 285
India 89
Haiti 52
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
6 split of Programmes spend by
thematic Area
Food Security 2407
Livelihoods 1927
Water and Sanitation 1247
Health 349
Education 295
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011
CASE STUDYTHE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience
The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope
The Hotel
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
Website
SELECTED WORKTopaz
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd
Testimonial
CASE STUDYWATERFORD AIRPORT
CASE STUDY - WATERFORD AIRPORT
Website
CASE STUDY - WATERFORD AIRPORT
Web Banners
CASE STUDY - WATERFORD AIRPORT
Facebook Marketing
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
SELECTED WORK - NON PROFIT
One of them will have a happy childhood find love and get a well paid job
The other one will too
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 5 15032012 0914
SELECTED WORK - NON PROFIT
Hello My name is JamesAny chance of a cuddle
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 1 15032012 0913
Shersquos my sister
And hersquos my brother
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 6 15032012 0914
wwwdownsyndromeie
Therersquos no place
The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family
Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families
(Sue Buckley amp Ben Sacks 2001)
like home
ldquo
ldquo
DSI Landscape [Snap Frame]indd 7 15032012 0914
wwwdownsyndromeie
Hersquos helpful smart loves a laugh and enjoys life to the full
Just like his son
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 8 15032012 0914
SELECTED WORK - NON PROFIT
2 3
Congratulations
on the Birth of your BaBy
The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness
Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other
There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault
All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development
taBle of Contents
Congratulations 3
feelings and emotions 4
telling Brothers and sisters 6
Down syndrome 7
Question time 9
a Bright future ahead 10
stimulation and Bonding 12
What to ask your Doctor 14
entitlements 18
Down syndrome ireland 20
recommended reading 22
6 7
telling Brothers anD sisters
Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need
Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings
Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things
They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born
They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease
Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated
At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo
DoWn synDrome
Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome
What is a syndrome
A syndrome is a collection of several symptoms and signs that usually occur together
What is a chromosome
Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total
22 23
reCommenDeD reaDing
Down syndromean introduction for parents amp Carers
Cliff Cunningham
a minor adjustment
Andy Merriman
early Communication skills for Children Down syndrome
Libby Kumin
Babies with Down syndrome
Karen Stray-Gendersen
Building healthy minds
Stanley Greenspan MD
it takes two to talk
Jan Pepper amp Elaine Weitzman
This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]
May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members
May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide
aCknoWleDgements
graacuteinne murphy National Resource Team Down Syndrome Ireland
Dr Joan murphy (phd) Health Specialist
annette orsquo neill Down Syndrome Ireland
pat Clarke Chief Executive Down Syndrome Ireland
Clare leonard President Down Syndrome Ireland
Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland
4 5
Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before
feelings anD emotions
People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child
Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers
Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome
Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help
Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops
DaD
At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead
ldquo ldquo
mum
We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too
sister
When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time
aDult With DoWn synDrome
The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person
ldquo
ldquo
ldquo
ldquo
ldquo
ldquo
A publication by Down Syndrome Ireland copy 2011
Parent InformationBooklet
SELECTED WORK - NON PROFIT
SELECTED WORKGORTA
SELECTED WORK - NON PROFIT
Community Oriented Watershed Management
gortarsquos approach
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo capacity
and capability to move towards the achievement of prosperity
Children from the Wayaworr village sit
on the slopes of the Wayaworr water
storage dam In 2008 the existing
excavation was rehabilitated as a
water storage facility through the
ADWAC- gorta partnership The lake
is a deliberate catchment of rainwater
and is used for water for livestock
irrigation for tree planting in the
catchment area and the recharging
of groundwater which benefits wells in
the surrounding villages
Capacity Building and Technical Support
A grader provided by gorta successfully carried out the earthworks for the contour bunds Training
in the operation and maintenance of the heavy machinery was provided to ensure that this activity
will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the
collaboration of an agriculture engineer from Senegal who has provided on-going support and makes
periodic visits These activities are similar to the interventions carried out in Senegal by international
donors including USAID and the World Bank There the construction of two water storage dams with a
capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers
and reduced damage to crops due to improved cattle tracks from the dams to other water resources
In my district 80 of conflicts I address are related to cases between
farmers and cattle owners regarding grazing and drinking points Thanks
to the re-demarcation of the cattle tracks since 2010 I have never
arbitrated any case of such related conflicts
Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda
The programme involved training community members in Chamen village in the manual
construction of gabion boxes required for the reinforcement of the check dams Consequently
the limited availability of these boxes in the country and their high cost are no longer
constraints to the earthwork required for the soil conservation interventions Other livelihood
aspects of the integrated watershed management programme include water harvesting
through the construction of half moons establishment wood lots micro credit schemes in
10 villages rearing of small ruminants such as sheep and poultry and income generation
activities through food processing and marketing and processing of ground nuts and millet by
village cooperatives
We the women of Njonen are no more burdened with the use of mortar
and pestle While we save labour to do other economic activities we also
generate an income from the use of the milling machine
Mallah Jallow President of Njonen Women group
lsquolsquorsquorsquo
The 14 million litres water storage dam near Wayaworr
village in Njaba Kunda The Gambia provides water to
approximately 1200 cattle during the four months of the dry
season Since the construction of the dam there has been
a reduction in the number of conflicts over access to water
sources between farmers and herdsmen
One of the spillways in the 45km retention dyke is used to
control the salt intrusion near Marong Kunda village in Njaba
Kunda the Gambia The rehabilitation of 200 hectares has
supported the production of an extra 100000kg of rice
grown by 300 women
Mallah Jallow President of the
Njonen Women group in Njonen
village the Gambia
lsquolsquorsquorsquo
Programme Development
The implementation of the water resource
management programme with TFCG began
in June 2010 with massive sensitization
to raise awareness on water management
issues for over 30000 people Similar to other
awareness-raising programmes implemented
by TFCG training and sensitization meetings
were attended by a wide range of participants
These included representatives from the local
authorities district officials traditional leaders
and other stakeholders such as NGOs and local
networks Village Natural Resource Committees
(VNRC) farmers women and youth groups and
individuals Posters and t-shirts were distributed
and during a field visit to the project site by
a gorta representative in February 2012 the
participantsrsquo awareness of water management
issues and potential solutions was clearly
evident
Integrated catchment management plans were
developed for the upper Mkolo and Kwebululu
rivers involving all 21 villages Water committee
members were trained in the management of
water resources in order to enable them to
construct and manage the protection of the
springs that deliver water to 16 villages and
will provide safe and clean drinking water
to approximately 10000 people Protection
of the water sources included a wide range
of interventions from small water sources
providing water to 50-100 households to larger
water sources that include gravity delivery and
distribution systems to ensure that community
members have easy access to clean water
within reach The VNRC established in the
catchment area in 1997 received further training
in participatory management of the upper
catchment in order to ensure the quality of the
water and the vegetation that protects these
water sources As the patrolling of the forest
has been carried out by the participatory forest
conservation committees for the past 20 years
the additional water resource protection is a
natural step for these committees Reforestation
efforts have also taken place around the water
sources so as to promote their conservation
A gorta Case Study Tanzania
Eva Lolenzo and Lilian Williams from
Bagamoyo village
in Korogwe district
Tanzania climb up-hill
carrying water from a
spring that supplies
water to 80 households
out of 3400 people
living in the village
The Water Users
Committee received
training on sustainable
management of the
spring
The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since
2008 in Participatory Forest Management (PFM) and other livelihood interventions
such as improved agricultural practices Since 2010 water resource management
has been implemented in Lushoto and Korogwe districts of the Western Usambara
Mountain in Tanzaniarsquos Northeastern region TFCG have been working with
communities in 21 villages in the project area for the last 15 years where they have
been promoting sustainable livelihoods strategies through participatory forest
management improved sustainable agriculture practices rearing of small ruminants
and bee-keeping and aquaculture as income generation activities In 2009 a
participatory situation analysis was carried out by TFCG in Lushoto and Korogwe
districts where results revealed that only 46 of the people in Lushoto and 51 in
Korogwe had access to clean water This was affecting women in particular who had
to travel long distances in mountainous terrain to fetch water
Promoting Conservation
Agricultural Practices
Farmer field schools (FFS) provided training
to 630 farmers (246 women and 384 men) on
improved agriculture techniques that included
irrigation on a small scale Each of the FFS
were trained in improved agriculture techniques
based on conservation agriculture practices
The demonstration plots were developed on
the hillsides in areas where the slope reaches
100 Earth terraces were also constructed
where irrigation basins were formed to cultivate
a diversity of crops such as tomatoes beans
maize ginger cabbages green peppers and
potatoes and the ground was treated with
organic manure Irrigation is currently being
provided by gravity-fed irrigation canals and a
mobile improvised sprinkler Ten drip irrigation
systems of 500 square metres are due to be
placed on the demonstration plots and these will
be accompanied by intensive technical support to
ensure correct operation and maintenance Two
gravity schemes are planned to be rehabilitated
through the project and provide water to over 600
farmers irrigating approximately 450 acres
Complementary Interventions
Other water-related interventions promoted
through the programme include harvesting of
rainwater in 15 schools A total of 7500 students
will have improved access to drinking water
when water is scarce during the dry periods from
March to June and from September to November
The programme also involves participatory forest
management which TFCG have been practicing
since 1985 Tree nurseries were established in
primary schools with support from farmer groups
and it is expected that these trees (firewood and
timber varieties) will be distributed to at least
10000 farmers thus alleviating pressure on the
natural forest A total number of 1500000 trees
are expected to be planted during the three-year
programme
Bee-keeping activities have been practiced by
other communities supported by TFCG in the
Arc range mountains and have had very positive
results Selected community members have
received a total of 300 beehives It is estimated
that one beehive could provide 40 litres of honey
per year which can be sold at a weight value of
6000 Tanzania shillings (TSh) per kg which is
equal to approximately 3 Euro Therefore one
beehive provides an annual income of 240000
TSh (115 Euro) per year The expected total
income to be generated from 300 beehives would
be in the region of 72000000 TSh (33540 Euro)
per year
Participants planting tree saplings at a
Tanzania Forest Conservation Group
tree nursery in the West Usambara
Mountains Tanzania
Hausa and Jaacobo Lucas
irrigate the demonstration
plot that Bagamoyo Farm
Field School (FFS) cultivate
15 women and 15 men have
constructed soil terraces on
a le acre where they cultivate
ginger tomatoes cassava
maize cabbage and beans
Drip irrigation equipment
will soon be installed to
enhance the agriculture
production during the dry
season
SELECTED WORK - NON PROFIT
food prices brief
Brochure_WFDindd 1
12102011 111254
gortarsquos approach
In line with gortarsquos strategy and that of the
Irish Governmentrsquos Hunger Task Force we
recognise the important role smallholder
farmers play as part of the solution It is
essential that the current focus on price
volatility at both national and international
level leads to further investment in the
agriculture sector particularly focusing
on research and new and improved
technologies as well as in social security
in order to support the most vulnerable
gorta is working with local partners in
building their resilience to shocks by
creating safety nets as part of a coping
strategy
gorta is also bridging the gap between
agriculture research and smallholder farmers
We recognise the need to link research
with operations in the field and encourage
smallholder farmersrsquo access to training amp
information improved seed technology and
climate smart agriculture We adopt a model
of integrated community development which
promotes among others the safeguarding of
local biodiversity
gorta believes further
investment needs to be
made in strengthening
bull Research and innovation
bull Climate-smart agriculture
bull Improved seeds and farm management
techniques
bull Watershed management
bull Infrastructure marketing systems
extension and communication services
bull Market information and transparency
bull Protection of indigenous knowledge and
biodiversity
bull Food distribution systems food stocks
and reserves
bull Social safety nets
bull Small holder farmersrsquo active free and
meaningful participation in decision
making
Excessive fluctuations in commodity prices whether in situations
of price increases or price depressions create uncertainties for
farmers This affects decisions regarding agricultural investment
and as such has a long-term impact on world food security
The High Level Panel of Experts on Food Security and Nutrition of the
Committee on World Food Security July 2011
lsquolsquo
rsquorsquo
Brochure_WFDindd 6
12102011 111300
It is crucial to better understand our agricultural system and
it is imperative for research and development to start thinking
about new and sustainable approaches to improving the
quality safety and variety of food produced and consumed
around the world
Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International
Women selling grain at a marketplace
in Ghana
lsquolsquo
rsquorsquo
Brochure_WFDindd 7
12102011 111301
The issueldquoSmall import-dependent countries especially
in Africa were deeply affected by the food and
economic crises Some large countries were
able to insulate their markets from the crisis
through restrictive trade policies and protect
their consumers through safety nets However
trade insulation increased prices and volatility in
international marketsrdquo (FAO The State of Food
Insecurity in the World 2011)
The situation which brought about the 2011 food
price increase has some similarities to that which
led to the 20072008 global food crisis described
above during which FAO estimated that the
number of undernourished people increased
by 170 million in the period from 2007-2009
(FAO 2009) The situation was triggered by a
reduction in the levels of global grain stocks
higher oil prices increased financial investments
in agricultural commodities (WB and IMF 2011)
and an increase in international prices across
same According to the Committee on World
Food Security (CFS) High Level Panel of Experts
on Food Security and Nutrition (July 2011) since
2007 the volatility of food prices and the number
of countries effected by it has increased
The Food and Agriculture Organization of the
United Nations (FAO) publishes a monthly
Food Price Index which is viewed as a global
benchmark for food price trends and reports on
five food commodities cereals oilseeds sugar
dairy and meat According to it while global
food prices fell slightly in September 2011 due
largely to the global economic slowdown prices
across the five commodities remain high and are
still above those of 2010 (FAO 2011) The State
of Food Insecurity in the World 2011 an annual
global hunger report published jointly by FAO the
International Fund for Agricultural Development
(IFAD) and the World Food Programme (WFP)
predicts that high and volatile food prices will
persist with food importing countries especially
in Africa mostly at risk
Since the 20072008 price spike there has
been international recognition that investment
in agriculture at both micro and macro levels is
necessary to mitigate against further food price
volatility At the same time agriculture needs
to be viewed within a holistic multi-sectoral
framework Diversifying on-farm and off-farm
activities enables smallholder farmers to reduce
their risk and vulnerability to shocks Access to
market and commodity price information at the
right time remains critical for farmers in order for
them to plant accordingly
What are the factors involved
Among factors relating to food price volatility
are weather variability trade policies (including
export restrictions and bans) increasing oil
prices and the emergence of new financial
investors which are all likely to persist Each of
these highlights the urgent need to focus on
the drivers of food prices and to find long-term
sustainable solutions Other relevant elements
include the shift in the quality of demand for
foods that are more intensive in grains such as
meat and dairy the trade-off between grains
for food feed and biofuels population growth
ndash with figures set to rise to approximately 82
billion by 2030 (UN 2005) ndash and the reduction in
agriculture productivity All of these elements put
further pressure on an already under-invested
sector and on limited resources
Who is affected and how
Despite vast agricultural potential many African
countries are significant net food importers with
high food prices therefore having an immediate
impact on poor householdsrsquo purchasing
power and income share going to food With
approximately 60-80 percent of a householdrsquos
income spent on food any sudden and high
increase in food prices can result in severe
threats to food and nutrition security pushing
families deeper into poverty and hunger This
consequently impacts on their access to other
services such as health care and education
Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos
Farming Communities
Brochure_WFDindd 4
12102011 111259
A group of women hold up a bundle
of harvested ginger produce as part
of a Tanzanian Organic Agriculture
Movement initiative in Mnasi Tanzania
gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to
ginger production to breathe new life into previously struggling livelihoods Livelihoods in the
Korogwe District have dramatically improved since the intervention of gorta and TOAM with
the ginger crop last year outstripping the maize staple crop by four times Participants in the
programme can sell on their ginger harvests and with the proceeds are then able to invest in
other areas
TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining
a higher price and then informing them of the international market opportunities available for
the organic products TOAM also educates and trains the farmers to improve the quality of the
crop and gain certification so their produce will receive a fairer price
The gortaTOAM partnership provides expertise and training in ginger production helping
people in the local communities to become self-sufficient This in turn allows them to escape
poverty educate their children diversify their income into different farming areas and look
towards building a better life for themselves
Case Study Tanzanian Organic Agriculture Movement
Brochure_WFDindd 5
12102011 111259
Goretti Nakana sorts through her
crop of Irish potatoes Goretti is a
participant in the gortaEMESCO
programme in the Kibaale District
in Uganda which is currently being
implemented across 60 communities
and incorporates agriculture health
and water security
Brochure_WFDindd 2
12102011 111256
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo
capacity and capability to move towards the achievement of
prosperity ndash in this sense entrepreneurial development is key
Brochure_WFDindd 3
12102011 111259
SELECTED WORK - NON PROFIT
Annual Report 2010
Untitled-1 1
12082011 104455
About gorta 4
Foreward from the Chairman 6
CEos Message 8
Patron and Board Members 10
our Vision Mission and Values 12
Our Work ndash At Home 16
Hunger Secretariat and World
Food Day 18
Donor Engagement and
Communications 19
Fundraising 20
Networks 22
Stop Climate Chaos 24
International Alliance Against Hunger 25
Our Work ndash Overseas 26
Health 28
Education 30
Livelihoods 32
Water 34
Food 36
Accounts 38
Annual Financial statements 2010 40
cOntents
Photo caption to be placed
here Photo caption to be
placed here
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19
Our countries
Rosie Sambo Zagwa Million Dorothy Msonkho past
students of Bunda College of Agriculture Malawi
Rebecca Amukhoye of gorta speaks to particpants at the
Watershed Management Workshop in Mukono Uganda
Paticipants at the Watershed Management workshop in
Mukono Uganda
Pamela Nasimnu and William Keyah at the gorta funded
Baraka College Kenya
Uganda
bull Population 338
million
bull Life expectancy at
birth 541 years
Uganda has one of the highest
population growth rates in the world
with 26 living in chronic poverty As
one of Gortarsquos programme countries
since 1965 Uganda was designated as
a Gorta country of focus in 20078 The
elimination of poverty and hunger and the
creation of prosperous futures for the poorest
communities are part of Gortarsquos vision As
with each of our countries of focus Gorta
recognises that it is essential to work with
local district government officers and in line
with the National Development in order to
align their development efforts and to create
sustainable programmes that are owned by
the local communities Gortarsquos main focus in
Uganda has been on food security with an aim
to increase access to markets for smallholder
farmers while also working with local
partners on improving water and sanitation
and increasing awareness and access to
treatments of people living with HIVAids
Zambia
bullPopulation 132
million
bullLife expectancy at
birth 473 years
Decades of
economic decline
and neglect of
infrastructure
and services have
impacted heavily on
Zambiarsquos population of 115
million with 45 of the population ndash
52 million individuals ndash undernourished (FAo
2010) Gortarsquos involvement in Zambia has
been to five target areas where it is currently
working with local organisations on training
for beekeeping watershed management area
rehabilitation income generation and with
differently-abled groups
Kenya
bull Population 409 million
bull Life expectancy at birth 556 years
Kenyarsquos population is largely rural based
and rely on smallholder agriculture for their
livelihoods Unpredictable rainfall due to
climate change is having a significantly
negative effect on the food security status of
the country ndash droughts are on the rise placing
millions of Kenyans at risk of malnutrition
and starvation Gorta recognises the need
for training for smallholder farmers to adapt
their farming methods to a changing climate
Having been working in the country since the
mid-seventies and Kenya was designated as
a country of Gortarsquos focus in 20078 Gortarsquos
involvement was initially through small faith-
based organisations but recently we have
engaged with more strategic local partners
with the potential to scale-up and scale-out
Gortarsquos main area of work in Kenya is centred
on agricultural training and food security
through improved methods of agriculture
production
Malawi
bull Population 157 million
bull Life expectancy at birth 546 years
The Republic of Malawi is currently ranked
153 out of 169 on the Human Development
Index (2010) The majority of its population
of 123 million live below the poverty line
and about 83 of the people live in rural
areas with low access to basic health and
education services Agricultural production
is the mainstay of Malawirsquos economy
but landholdings are small leading to
encroachment on marginal lands and
increased erosion These conditions
combined with the high incidence of HIV
AIDS make the poor highly vulnerable
to effects of natural disasters and food
insecurity Gorta first began working in
Malawi in 2005 our focus of work is on water
and food security borehole rehabilitation
sanitation and hygiene irrigation schemes
exchange visits short training courses and the
promotion of self help groups
tanzania
bull Population 45 million
bull Life expectancy at birth 569 years
Climate change is already having an impact
on Tanzania and is likely to further affect
the country with increased temperatures
and lower rainfall which affects agriculture
forests water and coastal resources and
human health Tanzania became a country of
focus for Gorta in 2007 together with Kenya
Uganda Malawi and Zambia Since then
most of our programmes are concentrated
in the Northern regions of the country from
Lake Victoria to the Coast and include Mara
Arusha Manyara Kilimanjaro and Tanga
regions Gortarsquos programmes in Tanzania
focus specifically on maintaining and
improving forest conservation water security
projects and improving livelihoods through
income-generating schemes
ZAMBIA
UGANDA
Population and life expectancy statistics taken from the Human Development Report 2010
United Nations Development Programmes (UNDP)
KENYA
MALAWI
TANZANIA
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51
Financial Highlights 1 Where our money comes from
Donations and Fundraising
Income 5192
Trading Activities Income 936
Investment Income 596
Revenue based grants 178
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
2 How your money gets spent
Programmes Costs Including
Advocacy 7207
Costs of Generating Trading
Income 850
Governance Costs and
Currency Loss 42
Costs of Generating
Voluntary Income 1057
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
3 Breakdown of Fundraising
Income
Committed giving 4645
Legacies 159
Committee income 106
General donations 282
Gift in Kind 10
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
4 split of Grant Income by Donor
Irish Aid 150
Department of Agriculture
Fisheries and Food 19
Enterprise Ireland 975
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
5 split of Programmes spend
by country
Uganda 2276
Malawi 2053
Zambia 1109
Tanzania 710
Kenya 285
India 89
Haiti 52
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
6 split of Programmes spend by
thematic Area
Food Security 2407
Livelihoods 1927
Water and Sanitation 1247
Health 349
Education 295
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011
CASE STUDYTHE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience
The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope
The Hotel
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
Website
SELECTED WORKTopaz
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd
Testimonial
CASE STUDYWATERFORD AIRPORT
CASE STUDY - WATERFORD AIRPORT
Website
CASE STUDY - WATERFORD AIRPORT
Web Banners
CASE STUDY - WATERFORD AIRPORT
Facebook Marketing
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
SELECTED WORK - NON PROFIT
Hello My name is JamesAny chance of a cuddle
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 1 15032012 0913
Shersquos my sister
And hersquos my brother
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 6 15032012 0914
wwwdownsyndromeie
Therersquos no place
The most powerful influence on the progress of a baby with Down Syndrome is to be loved wanted and absorbed into the everyday life of the family
Therapies will definitely help but must be kept in perspective and not allowed to create stress and anxiety for families
(Sue Buckley amp Ben Sacks 2001)
like home
ldquo
ldquo
DSI Landscape [Snap Frame]indd 7 15032012 0914
wwwdownsyndromeie
Hersquos helpful smart loves a laugh and enjoys life to the full
Just like his son
wwwdownsyndromeie
DSI Landscape [Snap Frame]indd 8 15032012 0914
SELECTED WORK - NON PROFIT
2 3
Congratulations
on the Birth of your BaBy
The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness
Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other
There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault
All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development
taBle of Contents
Congratulations 3
feelings and emotions 4
telling Brothers and sisters 6
Down syndrome 7
Question time 9
a Bright future ahead 10
stimulation and Bonding 12
What to ask your Doctor 14
entitlements 18
Down syndrome ireland 20
recommended reading 22
6 7
telling Brothers anD sisters
Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need
Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings
Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things
They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born
They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease
Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated
At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo
DoWn synDrome
Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome
What is a syndrome
A syndrome is a collection of several symptoms and signs that usually occur together
What is a chromosome
Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total
22 23
reCommenDeD reaDing
Down syndromean introduction for parents amp Carers
Cliff Cunningham
a minor adjustment
Andy Merriman
early Communication skills for Children Down syndrome
Libby Kumin
Babies with Down syndrome
Karen Stray-Gendersen
Building healthy minds
Stanley Greenspan MD
it takes two to talk
Jan Pepper amp Elaine Weitzman
This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]
May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members
May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide
aCknoWleDgements
graacuteinne murphy National Resource Team Down Syndrome Ireland
Dr Joan murphy (phd) Health Specialist
annette orsquo neill Down Syndrome Ireland
pat Clarke Chief Executive Down Syndrome Ireland
Clare leonard President Down Syndrome Ireland
Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland
4 5
Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before
feelings anD emotions
People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child
Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers
Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome
Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help
Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops
DaD
At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead
ldquo ldquo
mum
We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too
sister
When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time
aDult With DoWn synDrome
The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person
ldquo
ldquo
ldquo
ldquo
ldquo
ldquo
A publication by Down Syndrome Ireland copy 2011
Parent InformationBooklet
SELECTED WORK - NON PROFIT
SELECTED WORKGORTA
SELECTED WORK - NON PROFIT
Community Oriented Watershed Management
gortarsquos approach
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo capacity
and capability to move towards the achievement of prosperity
Children from the Wayaworr village sit
on the slopes of the Wayaworr water
storage dam In 2008 the existing
excavation was rehabilitated as a
water storage facility through the
ADWAC- gorta partnership The lake
is a deliberate catchment of rainwater
and is used for water for livestock
irrigation for tree planting in the
catchment area and the recharging
of groundwater which benefits wells in
the surrounding villages
Capacity Building and Technical Support
A grader provided by gorta successfully carried out the earthworks for the contour bunds Training
in the operation and maintenance of the heavy machinery was provided to ensure that this activity
will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the
collaboration of an agriculture engineer from Senegal who has provided on-going support and makes
periodic visits These activities are similar to the interventions carried out in Senegal by international
donors including USAID and the World Bank There the construction of two water storage dams with a
capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers
and reduced damage to crops due to improved cattle tracks from the dams to other water resources
In my district 80 of conflicts I address are related to cases between
farmers and cattle owners regarding grazing and drinking points Thanks
to the re-demarcation of the cattle tracks since 2010 I have never
arbitrated any case of such related conflicts
Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda
The programme involved training community members in Chamen village in the manual
construction of gabion boxes required for the reinforcement of the check dams Consequently
the limited availability of these boxes in the country and their high cost are no longer
constraints to the earthwork required for the soil conservation interventions Other livelihood
aspects of the integrated watershed management programme include water harvesting
through the construction of half moons establishment wood lots micro credit schemes in
10 villages rearing of small ruminants such as sheep and poultry and income generation
activities through food processing and marketing and processing of ground nuts and millet by
village cooperatives
We the women of Njonen are no more burdened with the use of mortar
and pestle While we save labour to do other economic activities we also
generate an income from the use of the milling machine
Mallah Jallow President of Njonen Women group
lsquolsquorsquorsquo
The 14 million litres water storage dam near Wayaworr
village in Njaba Kunda The Gambia provides water to
approximately 1200 cattle during the four months of the dry
season Since the construction of the dam there has been
a reduction in the number of conflicts over access to water
sources between farmers and herdsmen
One of the spillways in the 45km retention dyke is used to
control the salt intrusion near Marong Kunda village in Njaba
Kunda the Gambia The rehabilitation of 200 hectares has
supported the production of an extra 100000kg of rice
grown by 300 women
Mallah Jallow President of the
Njonen Women group in Njonen
village the Gambia
lsquolsquorsquorsquo
Programme Development
The implementation of the water resource
management programme with TFCG began
in June 2010 with massive sensitization
to raise awareness on water management
issues for over 30000 people Similar to other
awareness-raising programmes implemented
by TFCG training and sensitization meetings
were attended by a wide range of participants
These included representatives from the local
authorities district officials traditional leaders
and other stakeholders such as NGOs and local
networks Village Natural Resource Committees
(VNRC) farmers women and youth groups and
individuals Posters and t-shirts were distributed
and during a field visit to the project site by
a gorta representative in February 2012 the
participantsrsquo awareness of water management
issues and potential solutions was clearly
evident
Integrated catchment management plans were
developed for the upper Mkolo and Kwebululu
rivers involving all 21 villages Water committee
members were trained in the management of
water resources in order to enable them to
construct and manage the protection of the
springs that deliver water to 16 villages and
will provide safe and clean drinking water
to approximately 10000 people Protection
of the water sources included a wide range
of interventions from small water sources
providing water to 50-100 households to larger
water sources that include gravity delivery and
distribution systems to ensure that community
members have easy access to clean water
within reach The VNRC established in the
catchment area in 1997 received further training
in participatory management of the upper
catchment in order to ensure the quality of the
water and the vegetation that protects these
water sources As the patrolling of the forest
has been carried out by the participatory forest
conservation committees for the past 20 years
the additional water resource protection is a
natural step for these committees Reforestation
efforts have also taken place around the water
sources so as to promote their conservation
A gorta Case Study Tanzania
Eva Lolenzo and Lilian Williams from
Bagamoyo village
in Korogwe district
Tanzania climb up-hill
carrying water from a
spring that supplies
water to 80 households
out of 3400 people
living in the village
The Water Users
Committee received
training on sustainable
management of the
spring
The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since
2008 in Participatory Forest Management (PFM) and other livelihood interventions
such as improved agricultural practices Since 2010 water resource management
has been implemented in Lushoto and Korogwe districts of the Western Usambara
Mountain in Tanzaniarsquos Northeastern region TFCG have been working with
communities in 21 villages in the project area for the last 15 years where they have
been promoting sustainable livelihoods strategies through participatory forest
management improved sustainable agriculture practices rearing of small ruminants
and bee-keeping and aquaculture as income generation activities In 2009 a
participatory situation analysis was carried out by TFCG in Lushoto and Korogwe
districts where results revealed that only 46 of the people in Lushoto and 51 in
Korogwe had access to clean water This was affecting women in particular who had
to travel long distances in mountainous terrain to fetch water
Promoting Conservation
Agricultural Practices
Farmer field schools (FFS) provided training
to 630 farmers (246 women and 384 men) on
improved agriculture techniques that included
irrigation on a small scale Each of the FFS
were trained in improved agriculture techniques
based on conservation agriculture practices
The demonstration plots were developed on
the hillsides in areas where the slope reaches
100 Earth terraces were also constructed
where irrigation basins were formed to cultivate
a diversity of crops such as tomatoes beans
maize ginger cabbages green peppers and
potatoes and the ground was treated with
organic manure Irrigation is currently being
provided by gravity-fed irrigation canals and a
mobile improvised sprinkler Ten drip irrigation
systems of 500 square metres are due to be
placed on the demonstration plots and these will
be accompanied by intensive technical support to
ensure correct operation and maintenance Two
gravity schemes are planned to be rehabilitated
through the project and provide water to over 600
farmers irrigating approximately 450 acres
Complementary Interventions
Other water-related interventions promoted
through the programme include harvesting of
rainwater in 15 schools A total of 7500 students
will have improved access to drinking water
when water is scarce during the dry periods from
March to June and from September to November
The programme also involves participatory forest
management which TFCG have been practicing
since 1985 Tree nurseries were established in
primary schools with support from farmer groups
and it is expected that these trees (firewood and
timber varieties) will be distributed to at least
10000 farmers thus alleviating pressure on the
natural forest A total number of 1500000 trees
are expected to be planted during the three-year
programme
Bee-keeping activities have been practiced by
other communities supported by TFCG in the
Arc range mountains and have had very positive
results Selected community members have
received a total of 300 beehives It is estimated
that one beehive could provide 40 litres of honey
per year which can be sold at a weight value of
6000 Tanzania shillings (TSh) per kg which is
equal to approximately 3 Euro Therefore one
beehive provides an annual income of 240000
TSh (115 Euro) per year The expected total
income to be generated from 300 beehives would
be in the region of 72000000 TSh (33540 Euro)
per year
Participants planting tree saplings at a
Tanzania Forest Conservation Group
tree nursery in the West Usambara
Mountains Tanzania
Hausa and Jaacobo Lucas
irrigate the demonstration
plot that Bagamoyo Farm
Field School (FFS) cultivate
15 women and 15 men have
constructed soil terraces on
a le acre where they cultivate
ginger tomatoes cassava
maize cabbage and beans
Drip irrigation equipment
will soon be installed to
enhance the agriculture
production during the dry
season
SELECTED WORK - NON PROFIT
food prices brief
Brochure_WFDindd 1
12102011 111254
gortarsquos approach
In line with gortarsquos strategy and that of the
Irish Governmentrsquos Hunger Task Force we
recognise the important role smallholder
farmers play as part of the solution It is
essential that the current focus on price
volatility at both national and international
level leads to further investment in the
agriculture sector particularly focusing
on research and new and improved
technologies as well as in social security
in order to support the most vulnerable
gorta is working with local partners in
building their resilience to shocks by
creating safety nets as part of a coping
strategy
gorta is also bridging the gap between
agriculture research and smallholder farmers
We recognise the need to link research
with operations in the field and encourage
smallholder farmersrsquo access to training amp
information improved seed technology and
climate smart agriculture We adopt a model
of integrated community development which
promotes among others the safeguarding of
local biodiversity
gorta believes further
investment needs to be
made in strengthening
bull Research and innovation
bull Climate-smart agriculture
bull Improved seeds and farm management
techniques
bull Watershed management
bull Infrastructure marketing systems
extension and communication services
bull Market information and transparency
bull Protection of indigenous knowledge and
biodiversity
bull Food distribution systems food stocks
and reserves
bull Social safety nets
bull Small holder farmersrsquo active free and
meaningful participation in decision
making
Excessive fluctuations in commodity prices whether in situations
of price increases or price depressions create uncertainties for
farmers This affects decisions regarding agricultural investment
and as such has a long-term impact on world food security
The High Level Panel of Experts on Food Security and Nutrition of the
Committee on World Food Security July 2011
lsquolsquo
rsquorsquo
Brochure_WFDindd 6
12102011 111300
It is crucial to better understand our agricultural system and
it is imperative for research and development to start thinking
about new and sustainable approaches to improving the
quality safety and variety of food produced and consumed
around the world
Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International
Women selling grain at a marketplace
in Ghana
lsquolsquo
rsquorsquo
Brochure_WFDindd 7
12102011 111301
The issueldquoSmall import-dependent countries especially
in Africa were deeply affected by the food and
economic crises Some large countries were
able to insulate their markets from the crisis
through restrictive trade policies and protect
their consumers through safety nets However
trade insulation increased prices and volatility in
international marketsrdquo (FAO The State of Food
Insecurity in the World 2011)
The situation which brought about the 2011 food
price increase has some similarities to that which
led to the 20072008 global food crisis described
above during which FAO estimated that the
number of undernourished people increased
by 170 million in the period from 2007-2009
(FAO 2009) The situation was triggered by a
reduction in the levels of global grain stocks
higher oil prices increased financial investments
in agricultural commodities (WB and IMF 2011)
and an increase in international prices across
same According to the Committee on World
Food Security (CFS) High Level Panel of Experts
on Food Security and Nutrition (July 2011) since
2007 the volatility of food prices and the number
of countries effected by it has increased
The Food and Agriculture Organization of the
United Nations (FAO) publishes a monthly
Food Price Index which is viewed as a global
benchmark for food price trends and reports on
five food commodities cereals oilseeds sugar
dairy and meat According to it while global
food prices fell slightly in September 2011 due
largely to the global economic slowdown prices
across the five commodities remain high and are
still above those of 2010 (FAO 2011) The State
of Food Insecurity in the World 2011 an annual
global hunger report published jointly by FAO the
International Fund for Agricultural Development
(IFAD) and the World Food Programme (WFP)
predicts that high and volatile food prices will
persist with food importing countries especially
in Africa mostly at risk
Since the 20072008 price spike there has
been international recognition that investment
in agriculture at both micro and macro levels is
necessary to mitigate against further food price
volatility At the same time agriculture needs
to be viewed within a holistic multi-sectoral
framework Diversifying on-farm and off-farm
activities enables smallholder farmers to reduce
their risk and vulnerability to shocks Access to
market and commodity price information at the
right time remains critical for farmers in order for
them to plant accordingly
What are the factors involved
Among factors relating to food price volatility
are weather variability trade policies (including
export restrictions and bans) increasing oil
prices and the emergence of new financial
investors which are all likely to persist Each of
these highlights the urgent need to focus on
the drivers of food prices and to find long-term
sustainable solutions Other relevant elements
include the shift in the quality of demand for
foods that are more intensive in grains such as
meat and dairy the trade-off between grains
for food feed and biofuels population growth
ndash with figures set to rise to approximately 82
billion by 2030 (UN 2005) ndash and the reduction in
agriculture productivity All of these elements put
further pressure on an already under-invested
sector and on limited resources
Who is affected and how
Despite vast agricultural potential many African
countries are significant net food importers with
high food prices therefore having an immediate
impact on poor householdsrsquo purchasing
power and income share going to food With
approximately 60-80 percent of a householdrsquos
income spent on food any sudden and high
increase in food prices can result in severe
threats to food and nutrition security pushing
families deeper into poverty and hunger This
consequently impacts on their access to other
services such as health care and education
Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos
Farming Communities
Brochure_WFDindd 4
12102011 111259
A group of women hold up a bundle
of harvested ginger produce as part
of a Tanzanian Organic Agriculture
Movement initiative in Mnasi Tanzania
gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to
ginger production to breathe new life into previously struggling livelihoods Livelihoods in the
Korogwe District have dramatically improved since the intervention of gorta and TOAM with
the ginger crop last year outstripping the maize staple crop by four times Participants in the
programme can sell on their ginger harvests and with the proceeds are then able to invest in
other areas
TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining
a higher price and then informing them of the international market opportunities available for
the organic products TOAM also educates and trains the farmers to improve the quality of the
crop and gain certification so their produce will receive a fairer price
The gortaTOAM partnership provides expertise and training in ginger production helping
people in the local communities to become self-sufficient This in turn allows them to escape
poverty educate their children diversify their income into different farming areas and look
towards building a better life for themselves
Case Study Tanzanian Organic Agriculture Movement
Brochure_WFDindd 5
12102011 111259
Goretti Nakana sorts through her
crop of Irish potatoes Goretti is a
participant in the gortaEMESCO
programme in the Kibaale District
in Uganda which is currently being
implemented across 60 communities
and incorporates agriculture health
and water security
Brochure_WFDindd 2
12102011 111256
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo
capacity and capability to move towards the achievement of
prosperity ndash in this sense entrepreneurial development is key
Brochure_WFDindd 3
12102011 111259
SELECTED WORK - NON PROFIT
Annual Report 2010
Untitled-1 1
12082011 104455
About gorta 4
Foreward from the Chairman 6
CEos Message 8
Patron and Board Members 10
our Vision Mission and Values 12
Our Work ndash At Home 16
Hunger Secretariat and World
Food Day 18
Donor Engagement and
Communications 19
Fundraising 20
Networks 22
Stop Climate Chaos 24
International Alliance Against Hunger 25
Our Work ndash Overseas 26
Health 28
Education 30
Livelihoods 32
Water 34
Food 36
Accounts 38
Annual Financial statements 2010 40
cOntents
Photo caption to be placed
here Photo caption to be
placed here
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19
Our countries
Rosie Sambo Zagwa Million Dorothy Msonkho past
students of Bunda College of Agriculture Malawi
Rebecca Amukhoye of gorta speaks to particpants at the
Watershed Management Workshop in Mukono Uganda
Paticipants at the Watershed Management workshop in
Mukono Uganda
Pamela Nasimnu and William Keyah at the gorta funded
Baraka College Kenya
Uganda
bull Population 338
million
bull Life expectancy at
birth 541 years
Uganda has one of the highest
population growth rates in the world
with 26 living in chronic poverty As
one of Gortarsquos programme countries
since 1965 Uganda was designated as
a Gorta country of focus in 20078 The
elimination of poverty and hunger and the
creation of prosperous futures for the poorest
communities are part of Gortarsquos vision As
with each of our countries of focus Gorta
recognises that it is essential to work with
local district government officers and in line
with the National Development in order to
align their development efforts and to create
sustainable programmes that are owned by
the local communities Gortarsquos main focus in
Uganda has been on food security with an aim
to increase access to markets for smallholder
farmers while also working with local
partners on improving water and sanitation
and increasing awareness and access to
treatments of people living with HIVAids
Zambia
bullPopulation 132
million
bullLife expectancy at
birth 473 years
Decades of
economic decline
and neglect of
infrastructure
and services have
impacted heavily on
Zambiarsquos population of 115
million with 45 of the population ndash
52 million individuals ndash undernourished (FAo
2010) Gortarsquos involvement in Zambia has
been to five target areas where it is currently
working with local organisations on training
for beekeeping watershed management area
rehabilitation income generation and with
differently-abled groups
Kenya
bull Population 409 million
bull Life expectancy at birth 556 years
Kenyarsquos population is largely rural based
and rely on smallholder agriculture for their
livelihoods Unpredictable rainfall due to
climate change is having a significantly
negative effect on the food security status of
the country ndash droughts are on the rise placing
millions of Kenyans at risk of malnutrition
and starvation Gorta recognises the need
for training for smallholder farmers to adapt
their farming methods to a changing climate
Having been working in the country since the
mid-seventies and Kenya was designated as
a country of Gortarsquos focus in 20078 Gortarsquos
involvement was initially through small faith-
based organisations but recently we have
engaged with more strategic local partners
with the potential to scale-up and scale-out
Gortarsquos main area of work in Kenya is centred
on agricultural training and food security
through improved methods of agriculture
production
Malawi
bull Population 157 million
bull Life expectancy at birth 546 years
The Republic of Malawi is currently ranked
153 out of 169 on the Human Development
Index (2010) The majority of its population
of 123 million live below the poverty line
and about 83 of the people live in rural
areas with low access to basic health and
education services Agricultural production
is the mainstay of Malawirsquos economy
but landholdings are small leading to
encroachment on marginal lands and
increased erosion These conditions
combined with the high incidence of HIV
AIDS make the poor highly vulnerable
to effects of natural disasters and food
insecurity Gorta first began working in
Malawi in 2005 our focus of work is on water
and food security borehole rehabilitation
sanitation and hygiene irrigation schemes
exchange visits short training courses and the
promotion of self help groups
tanzania
bull Population 45 million
bull Life expectancy at birth 569 years
Climate change is already having an impact
on Tanzania and is likely to further affect
the country with increased temperatures
and lower rainfall which affects agriculture
forests water and coastal resources and
human health Tanzania became a country of
focus for Gorta in 2007 together with Kenya
Uganda Malawi and Zambia Since then
most of our programmes are concentrated
in the Northern regions of the country from
Lake Victoria to the Coast and include Mara
Arusha Manyara Kilimanjaro and Tanga
regions Gortarsquos programmes in Tanzania
focus specifically on maintaining and
improving forest conservation water security
projects and improving livelihoods through
income-generating schemes
ZAMBIA
UGANDA
Population and life expectancy statistics taken from the Human Development Report 2010
United Nations Development Programmes (UNDP)
KENYA
MALAWI
TANZANIA
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51
Financial Highlights 1 Where our money comes from
Donations and Fundraising
Income 5192
Trading Activities Income 936
Investment Income 596
Revenue based grants 178
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
2 How your money gets spent
Programmes Costs Including
Advocacy 7207
Costs of Generating Trading
Income 850
Governance Costs and
Currency Loss 42
Costs of Generating
Voluntary Income 1057
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
3 Breakdown of Fundraising
Income
Committed giving 4645
Legacies 159
Committee income 106
General donations 282
Gift in Kind 10
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
4 split of Grant Income by Donor
Irish Aid 150
Department of Agriculture
Fisheries and Food 19
Enterprise Ireland 975
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
5 split of Programmes spend
by country
Uganda 2276
Malawi 2053
Zambia 1109
Tanzania 710
Kenya 285
India 89
Haiti 52
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
6 split of Programmes spend by
thematic Area
Food Security 2407
Livelihoods 1927
Water and Sanitation 1247
Health 349
Education 295
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011
CASE STUDYTHE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience
The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope
The Hotel
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
Website
SELECTED WORKTopaz
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd
Testimonial
CASE STUDYWATERFORD AIRPORT
CASE STUDY - WATERFORD AIRPORT
Website
CASE STUDY - WATERFORD AIRPORT
Web Banners
CASE STUDY - WATERFORD AIRPORT
Facebook Marketing
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
SELECTED WORK - NON PROFIT
2 3
Congratulations
on the Birth of your BaBy
The birth of a baby whether your first child or fifth is an exciting and happy time for the whole family and you can rest assured that this occasion is no different As you will discover the fact that your baby has Down syndrome is very much secondary to the fact that he or she is an individual Your baby has the exact same needs as every other baby and like all children he or she will be sure to let you know about these needs This baby will also bring you all the same joy and happiness
Being a parent of a new baby who has Down syndrome can be a traumatic experience for parents Many will feel disappointed and possibly scared at the prospect of bringing up a child with an intellectual disability They may also wonder if they have the strength and ability to do their best for their sondaughter Some may worry about health issues family life and about the effect of this condition on their child family and each other
There is a lot of misunderstanding about why a child may be born with Down syndrome It is important for you to realise that the presence of the syndrome is not a result of anything that you did or did not do Down syndrome is a chromosomal condition it cannot be controlled and it is not your fault
All people with Down syndrome are unique individuals with talents and abilities They are more like their families than anyone else The only thing people with Down syndrome have in common is an extra copy of chromosome 21 in the cells in hisher body Physically people with Down syndrome may share similar characteristics but they also resemble their families It is important for you to know that the presence or absence of these physical characteristics is of absolutely no relevance to your childrsquos development
taBle of Contents
Congratulations 3
feelings and emotions 4
telling Brothers and sisters 6
Down syndrome 7
Question time 9
a Bright future ahead 10
stimulation and Bonding 12
What to ask your Doctor 14
entitlements 18
Down syndrome ireland 20
recommended reading 22
6 7
telling Brothers anD sisters
Parents generally worry about the effect of this baby with Down syndrome on their family Research tells us that the effect of Down syndrome on the family is far more positive than negative As a parent you are the best person to decide how much information your children need
Some parents report that children under six years take the news in their stride Children over ten react in much the same way as parents and may need time to process their feelings
Follow your childrsquos lead They will notice that you are sad and it is ok to tell them that the baby has Down syndrome and will take longer to learn things
They should know the baby will always have Down syndrome and that lsquoyou canrsquot catch itrsquo as it happens in Mummyrsquos tummy even before the baby is born
They should know that Down syndrome is not anyonersquos fault it just happens and is not an illness or a disease
Parents often say that it is important to talk openly about Down syndrome rather than setting aside a day in the future to ldquobreak the newsrdquo When everyday opportunities are taken to answer questions then worries are alleviated
At a sibling course one young boy of nine years suggested that knowing what is happening is much better than imagining what might be happening ldquoIf parents say nothing then the children might think they had done something to cause itrdquo
DoWn synDrome
Down syndrome occurs when there is one extra copy of chromosome 21 in cells in the body Down syndrome is one of the most common congenital chromosomal abnormalities and it is named after the person who first described it Dr John Langdon Down was a doctor in London and in 1866 he was the first person to accurately describe the syndrome which today bears his name In 1959 Professor Jerome Lejeune a doctor of genetics in Paris first identified the extra chromosome as being the cause of Down syndrome
What is a syndrome
A syndrome is a collection of several symptoms and signs that usually occur together
What is a chromosome
Chromosomes are minute particles within the cells of our bodies Very simply they are the building blocks which determine our individual characteristics such as eye and hair colour Chromosomes are normally grouped together in 23 pairs (46 in total) half of which come from the mother and half from the father Most babies with Down syndrome have an extra copy of chromosome number 21 making 47 chromosomes in total
22 23
reCommenDeD reaDing
Down syndromean introduction for parents amp Carers
Cliff Cunningham
a minor adjustment
Andy Merriman
early Communication skills for Children Down syndrome
Libby Kumin
Babies with Down syndrome
Karen Stray-Gendersen
Building healthy minds
Stanley Greenspan MD
it takes two to talk
Jan Pepper amp Elaine Weitzman
This booklet was written and compiled by may gannon Down Syndrome Ireland[Counsellor Psychotherapist and Dramatherapist]
May is the Director of Down Syndrome Irelandrsquos National Resource Team and provides therapy and education for parents family members who have Down syndrome siblings and extended family members
May is the founder and director of the nationwide Parent Link support service May lectures and provides information for trainee mid-wives and trainee neo-natal nurses and is consulted by schools and universities nationwide
aCknoWleDgements
graacuteinne murphy National Resource Team Down Syndrome Ireland
Dr Joan murphy (phd) Health Specialist
annette orsquo neill Down Syndrome Ireland
pat Clarke Chief Executive Down Syndrome Ireland
Clare leonard President Down Syndrome Ireland
Printed thanks to the fundraising efforts of the staff at LrsquoOreal Ireland
4 5
Whatever the range of emotions you are going through right noW you Can Be sure that many have experienCeD them Before
feelings anD emotions
People react in many different ways when told their baby has Down syndrome Many people say the moment remains very clear in their minds and they remember it for a long time They remember a feeling of overwhelming sadness and some feel protective towards their child
Many parents describe a feeling of shock which affects them physically emotionally and psychologically Shock may make it difficult for you to understand everything that your doctor is telling you so do not hesitate to ask questions when you feel ready Donrsquot be shy in asking to meet with the Doctor again either before you leave the hospital or at a later stage It may be helpful to have a written list of questions to which you need answers
Feelings of rejection are not unusual The bond between a parent and child does not always happen suddenly ndash it is a process that continues to grow and develop throughout a childrsquos life As time passes most people realise that it was not the baby they were rejecting but the condition of Down syndrome
Do not assume that your partner experiences these feelings in the same way you do We all react in an individual way and there is no right or wrong way It may be difficult at times to support each other and sometimes a friend family member or a parent who has had a similar experience to yours may be able to help
Most parents report that as their child grows and develops they get to know the person and forget the label of Down syndrome There may be times when feelings of sadness recur as you notice your baby is slower in reaching milestones than your friendrsquos baby or other babies in your family However this happens less and less as your child develops
DaD
At the beginning when I looked at our baby all I could see was Down syndromeIt was a terrific feeling the day I realised that I was no longer seeing lsquoDown syndromersquo I was seeing Sinead
ldquo ldquo
mum
We never tried to cover up the fact that our baby had Down syndrome We found that often people coped better by us being open and showing off our baby We talked about her future in a positive way and soon they began to see her ability too
sister
When my little brother was born my Mum and Dad told me that he would be slow to walk and talk Now he can do lots of things and I bring him out to play with my friends and their brothers and sisters some of the time
aDult With DoWn synDrome
The worst thing about having Down syndrome is having parents who fuss about me all the time I know I have Down syndrome but it doesnrsquot stop me doing anything Sure it takes me a bit longer to learn things but people need to see past the Down syndrome and see the person
ldquo
ldquo
ldquo
ldquo
ldquo
ldquo
A publication by Down Syndrome Ireland copy 2011
Parent InformationBooklet
SELECTED WORK - NON PROFIT
SELECTED WORKGORTA
SELECTED WORK - NON PROFIT
Community Oriented Watershed Management
gortarsquos approach
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo capacity
and capability to move towards the achievement of prosperity
Children from the Wayaworr village sit
on the slopes of the Wayaworr water
storage dam In 2008 the existing
excavation was rehabilitated as a
water storage facility through the
ADWAC- gorta partnership The lake
is a deliberate catchment of rainwater
and is used for water for livestock
irrigation for tree planting in the
catchment area and the recharging
of groundwater which benefits wells in
the surrounding villages
Capacity Building and Technical Support
A grader provided by gorta successfully carried out the earthworks for the contour bunds Training
in the operation and maintenance of the heavy machinery was provided to ensure that this activity
will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the
collaboration of an agriculture engineer from Senegal who has provided on-going support and makes
periodic visits These activities are similar to the interventions carried out in Senegal by international
donors including USAID and the World Bank There the construction of two water storage dams with a
capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers
and reduced damage to crops due to improved cattle tracks from the dams to other water resources
In my district 80 of conflicts I address are related to cases between
farmers and cattle owners regarding grazing and drinking points Thanks
to the re-demarcation of the cattle tracks since 2010 I have never
arbitrated any case of such related conflicts
Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda
The programme involved training community members in Chamen village in the manual
construction of gabion boxes required for the reinforcement of the check dams Consequently
the limited availability of these boxes in the country and their high cost are no longer
constraints to the earthwork required for the soil conservation interventions Other livelihood
aspects of the integrated watershed management programme include water harvesting
through the construction of half moons establishment wood lots micro credit schemes in
10 villages rearing of small ruminants such as sheep and poultry and income generation
activities through food processing and marketing and processing of ground nuts and millet by
village cooperatives
We the women of Njonen are no more burdened with the use of mortar
and pestle While we save labour to do other economic activities we also
generate an income from the use of the milling machine
Mallah Jallow President of Njonen Women group
lsquolsquorsquorsquo
The 14 million litres water storage dam near Wayaworr
village in Njaba Kunda The Gambia provides water to
approximately 1200 cattle during the four months of the dry
season Since the construction of the dam there has been
a reduction in the number of conflicts over access to water
sources between farmers and herdsmen
One of the spillways in the 45km retention dyke is used to
control the salt intrusion near Marong Kunda village in Njaba
Kunda the Gambia The rehabilitation of 200 hectares has
supported the production of an extra 100000kg of rice
grown by 300 women
Mallah Jallow President of the
Njonen Women group in Njonen
village the Gambia
lsquolsquorsquorsquo
Programme Development
The implementation of the water resource
management programme with TFCG began
in June 2010 with massive sensitization
to raise awareness on water management
issues for over 30000 people Similar to other
awareness-raising programmes implemented
by TFCG training and sensitization meetings
were attended by a wide range of participants
These included representatives from the local
authorities district officials traditional leaders
and other stakeholders such as NGOs and local
networks Village Natural Resource Committees
(VNRC) farmers women and youth groups and
individuals Posters and t-shirts were distributed
and during a field visit to the project site by
a gorta representative in February 2012 the
participantsrsquo awareness of water management
issues and potential solutions was clearly
evident
Integrated catchment management plans were
developed for the upper Mkolo and Kwebululu
rivers involving all 21 villages Water committee
members were trained in the management of
water resources in order to enable them to
construct and manage the protection of the
springs that deliver water to 16 villages and
will provide safe and clean drinking water
to approximately 10000 people Protection
of the water sources included a wide range
of interventions from small water sources
providing water to 50-100 households to larger
water sources that include gravity delivery and
distribution systems to ensure that community
members have easy access to clean water
within reach The VNRC established in the
catchment area in 1997 received further training
in participatory management of the upper
catchment in order to ensure the quality of the
water and the vegetation that protects these
water sources As the patrolling of the forest
has been carried out by the participatory forest
conservation committees for the past 20 years
the additional water resource protection is a
natural step for these committees Reforestation
efforts have also taken place around the water
sources so as to promote their conservation
A gorta Case Study Tanzania
Eva Lolenzo and Lilian Williams from
Bagamoyo village
in Korogwe district
Tanzania climb up-hill
carrying water from a
spring that supplies
water to 80 households
out of 3400 people
living in the village
The Water Users
Committee received
training on sustainable
management of the
spring
The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since
2008 in Participatory Forest Management (PFM) and other livelihood interventions
such as improved agricultural practices Since 2010 water resource management
has been implemented in Lushoto and Korogwe districts of the Western Usambara
Mountain in Tanzaniarsquos Northeastern region TFCG have been working with
communities in 21 villages in the project area for the last 15 years where they have
been promoting sustainable livelihoods strategies through participatory forest
management improved sustainable agriculture practices rearing of small ruminants
and bee-keeping and aquaculture as income generation activities In 2009 a
participatory situation analysis was carried out by TFCG in Lushoto and Korogwe
districts where results revealed that only 46 of the people in Lushoto and 51 in
Korogwe had access to clean water This was affecting women in particular who had
to travel long distances in mountainous terrain to fetch water
Promoting Conservation
Agricultural Practices
Farmer field schools (FFS) provided training
to 630 farmers (246 women and 384 men) on
improved agriculture techniques that included
irrigation on a small scale Each of the FFS
were trained in improved agriculture techniques
based on conservation agriculture practices
The demonstration plots were developed on
the hillsides in areas where the slope reaches
100 Earth terraces were also constructed
where irrigation basins were formed to cultivate
a diversity of crops such as tomatoes beans
maize ginger cabbages green peppers and
potatoes and the ground was treated with
organic manure Irrigation is currently being
provided by gravity-fed irrigation canals and a
mobile improvised sprinkler Ten drip irrigation
systems of 500 square metres are due to be
placed on the demonstration plots and these will
be accompanied by intensive technical support to
ensure correct operation and maintenance Two
gravity schemes are planned to be rehabilitated
through the project and provide water to over 600
farmers irrigating approximately 450 acres
Complementary Interventions
Other water-related interventions promoted
through the programme include harvesting of
rainwater in 15 schools A total of 7500 students
will have improved access to drinking water
when water is scarce during the dry periods from
March to June and from September to November
The programme also involves participatory forest
management which TFCG have been practicing
since 1985 Tree nurseries were established in
primary schools with support from farmer groups
and it is expected that these trees (firewood and
timber varieties) will be distributed to at least
10000 farmers thus alleviating pressure on the
natural forest A total number of 1500000 trees
are expected to be planted during the three-year
programme
Bee-keeping activities have been practiced by
other communities supported by TFCG in the
Arc range mountains and have had very positive
results Selected community members have
received a total of 300 beehives It is estimated
that one beehive could provide 40 litres of honey
per year which can be sold at a weight value of
6000 Tanzania shillings (TSh) per kg which is
equal to approximately 3 Euro Therefore one
beehive provides an annual income of 240000
TSh (115 Euro) per year The expected total
income to be generated from 300 beehives would
be in the region of 72000000 TSh (33540 Euro)
per year
Participants planting tree saplings at a
Tanzania Forest Conservation Group
tree nursery in the West Usambara
Mountains Tanzania
Hausa and Jaacobo Lucas
irrigate the demonstration
plot that Bagamoyo Farm
Field School (FFS) cultivate
15 women and 15 men have
constructed soil terraces on
a le acre where they cultivate
ginger tomatoes cassava
maize cabbage and beans
Drip irrigation equipment
will soon be installed to
enhance the agriculture
production during the dry
season
SELECTED WORK - NON PROFIT
food prices brief
Brochure_WFDindd 1
12102011 111254
gortarsquos approach
In line with gortarsquos strategy and that of the
Irish Governmentrsquos Hunger Task Force we
recognise the important role smallholder
farmers play as part of the solution It is
essential that the current focus on price
volatility at both national and international
level leads to further investment in the
agriculture sector particularly focusing
on research and new and improved
technologies as well as in social security
in order to support the most vulnerable
gorta is working with local partners in
building their resilience to shocks by
creating safety nets as part of a coping
strategy
gorta is also bridging the gap between
agriculture research and smallholder farmers
We recognise the need to link research
with operations in the field and encourage
smallholder farmersrsquo access to training amp
information improved seed technology and
climate smart agriculture We adopt a model
of integrated community development which
promotes among others the safeguarding of
local biodiversity
gorta believes further
investment needs to be
made in strengthening
bull Research and innovation
bull Climate-smart agriculture
bull Improved seeds and farm management
techniques
bull Watershed management
bull Infrastructure marketing systems
extension and communication services
bull Market information and transparency
bull Protection of indigenous knowledge and
biodiversity
bull Food distribution systems food stocks
and reserves
bull Social safety nets
bull Small holder farmersrsquo active free and
meaningful participation in decision
making
Excessive fluctuations in commodity prices whether in situations
of price increases or price depressions create uncertainties for
farmers This affects decisions regarding agricultural investment
and as such has a long-term impact on world food security
The High Level Panel of Experts on Food Security and Nutrition of the
Committee on World Food Security July 2011
lsquolsquo
rsquorsquo
Brochure_WFDindd 6
12102011 111300
It is crucial to better understand our agricultural system and
it is imperative for research and development to start thinking
about new and sustainable approaches to improving the
quality safety and variety of food produced and consumed
around the world
Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International
Women selling grain at a marketplace
in Ghana
lsquolsquo
rsquorsquo
Brochure_WFDindd 7
12102011 111301
The issueldquoSmall import-dependent countries especially
in Africa were deeply affected by the food and
economic crises Some large countries were
able to insulate their markets from the crisis
through restrictive trade policies and protect
their consumers through safety nets However
trade insulation increased prices and volatility in
international marketsrdquo (FAO The State of Food
Insecurity in the World 2011)
The situation which brought about the 2011 food
price increase has some similarities to that which
led to the 20072008 global food crisis described
above during which FAO estimated that the
number of undernourished people increased
by 170 million in the period from 2007-2009
(FAO 2009) The situation was triggered by a
reduction in the levels of global grain stocks
higher oil prices increased financial investments
in agricultural commodities (WB and IMF 2011)
and an increase in international prices across
same According to the Committee on World
Food Security (CFS) High Level Panel of Experts
on Food Security and Nutrition (July 2011) since
2007 the volatility of food prices and the number
of countries effected by it has increased
The Food and Agriculture Organization of the
United Nations (FAO) publishes a monthly
Food Price Index which is viewed as a global
benchmark for food price trends and reports on
five food commodities cereals oilseeds sugar
dairy and meat According to it while global
food prices fell slightly in September 2011 due
largely to the global economic slowdown prices
across the five commodities remain high and are
still above those of 2010 (FAO 2011) The State
of Food Insecurity in the World 2011 an annual
global hunger report published jointly by FAO the
International Fund for Agricultural Development
(IFAD) and the World Food Programme (WFP)
predicts that high and volatile food prices will
persist with food importing countries especially
in Africa mostly at risk
Since the 20072008 price spike there has
been international recognition that investment
in agriculture at both micro and macro levels is
necessary to mitigate against further food price
volatility At the same time agriculture needs
to be viewed within a holistic multi-sectoral
framework Diversifying on-farm and off-farm
activities enables smallholder farmers to reduce
their risk and vulnerability to shocks Access to
market and commodity price information at the
right time remains critical for farmers in order for
them to plant accordingly
What are the factors involved
Among factors relating to food price volatility
are weather variability trade policies (including
export restrictions and bans) increasing oil
prices and the emergence of new financial
investors which are all likely to persist Each of
these highlights the urgent need to focus on
the drivers of food prices and to find long-term
sustainable solutions Other relevant elements
include the shift in the quality of demand for
foods that are more intensive in grains such as
meat and dairy the trade-off between grains
for food feed and biofuels population growth
ndash with figures set to rise to approximately 82
billion by 2030 (UN 2005) ndash and the reduction in
agriculture productivity All of these elements put
further pressure on an already under-invested
sector and on limited resources
Who is affected and how
Despite vast agricultural potential many African
countries are significant net food importers with
high food prices therefore having an immediate
impact on poor householdsrsquo purchasing
power and income share going to food With
approximately 60-80 percent of a householdrsquos
income spent on food any sudden and high
increase in food prices can result in severe
threats to food and nutrition security pushing
families deeper into poverty and hunger This
consequently impacts on their access to other
services such as health care and education
Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos
Farming Communities
Brochure_WFDindd 4
12102011 111259
A group of women hold up a bundle
of harvested ginger produce as part
of a Tanzanian Organic Agriculture
Movement initiative in Mnasi Tanzania
gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to
ginger production to breathe new life into previously struggling livelihoods Livelihoods in the
Korogwe District have dramatically improved since the intervention of gorta and TOAM with
the ginger crop last year outstripping the maize staple crop by four times Participants in the
programme can sell on their ginger harvests and with the proceeds are then able to invest in
other areas
TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining
a higher price and then informing them of the international market opportunities available for
the organic products TOAM also educates and trains the farmers to improve the quality of the
crop and gain certification so their produce will receive a fairer price
The gortaTOAM partnership provides expertise and training in ginger production helping
people in the local communities to become self-sufficient This in turn allows them to escape
poverty educate their children diversify their income into different farming areas and look
towards building a better life for themselves
Case Study Tanzanian Organic Agriculture Movement
Brochure_WFDindd 5
12102011 111259
Goretti Nakana sorts through her
crop of Irish potatoes Goretti is a
participant in the gortaEMESCO
programme in the Kibaale District
in Uganda which is currently being
implemented across 60 communities
and incorporates agriculture health
and water security
Brochure_WFDindd 2
12102011 111256
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo
capacity and capability to move towards the achievement of
prosperity ndash in this sense entrepreneurial development is key
Brochure_WFDindd 3
12102011 111259
SELECTED WORK - NON PROFIT
Annual Report 2010
Untitled-1 1
12082011 104455
About gorta 4
Foreward from the Chairman 6
CEos Message 8
Patron and Board Members 10
our Vision Mission and Values 12
Our Work ndash At Home 16
Hunger Secretariat and World
Food Day 18
Donor Engagement and
Communications 19
Fundraising 20
Networks 22
Stop Climate Chaos 24
International Alliance Against Hunger 25
Our Work ndash Overseas 26
Health 28
Education 30
Livelihoods 32
Water 34
Food 36
Accounts 38
Annual Financial statements 2010 40
cOntents
Photo caption to be placed
here Photo caption to be
placed here
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19
Our countries
Rosie Sambo Zagwa Million Dorothy Msonkho past
students of Bunda College of Agriculture Malawi
Rebecca Amukhoye of gorta speaks to particpants at the
Watershed Management Workshop in Mukono Uganda
Paticipants at the Watershed Management workshop in
Mukono Uganda
Pamela Nasimnu and William Keyah at the gorta funded
Baraka College Kenya
Uganda
bull Population 338
million
bull Life expectancy at
birth 541 years
Uganda has one of the highest
population growth rates in the world
with 26 living in chronic poverty As
one of Gortarsquos programme countries
since 1965 Uganda was designated as
a Gorta country of focus in 20078 The
elimination of poverty and hunger and the
creation of prosperous futures for the poorest
communities are part of Gortarsquos vision As
with each of our countries of focus Gorta
recognises that it is essential to work with
local district government officers and in line
with the National Development in order to
align their development efforts and to create
sustainable programmes that are owned by
the local communities Gortarsquos main focus in
Uganda has been on food security with an aim
to increase access to markets for smallholder
farmers while also working with local
partners on improving water and sanitation
and increasing awareness and access to
treatments of people living with HIVAids
Zambia
bullPopulation 132
million
bullLife expectancy at
birth 473 years
Decades of
economic decline
and neglect of
infrastructure
and services have
impacted heavily on
Zambiarsquos population of 115
million with 45 of the population ndash
52 million individuals ndash undernourished (FAo
2010) Gortarsquos involvement in Zambia has
been to five target areas where it is currently
working with local organisations on training
for beekeeping watershed management area
rehabilitation income generation and with
differently-abled groups
Kenya
bull Population 409 million
bull Life expectancy at birth 556 years
Kenyarsquos population is largely rural based
and rely on smallholder agriculture for their
livelihoods Unpredictable rainfall due to
climate change is having a significantly
negative effect on the food security status of
the country ndash droughts are on the rise placing
millions of Kenyans at risk of malnutrition
and starvation Gorta recognises the need
for training for smallholder farmers to adapt
their farming methods to a changing climate
Having been working in the country since the
mid-seventies and Kenya was designated as
a country of Gortarsquos focus in 20078 Gortarsquos
involvement was initially through small faith-
based organisations but recently we have
engaged with more strategic local partners
with the potential to scale-up and scale-out
Gortarsquos main area of work in Kenya is centred
on agricultural training and food security
through improved methods of agriculture
production
Malawi
bull Population 157 million
bull Life expectancy at birth 546 years
The Republic of Malawi is currently ranked
153 out of 169 on the Human Development
Index (2010) The majority of its population
of 123 million live below the poverty line
and about 83 of the people live in rural
areas with low access to basic health and
education services Agricultural production
is the mainstay of Malawirsquos economy
but landholdings are small leading to
encroachment on marginal lands and
increased erosion These conditions
combined with the high incidence of HIV
AIDS make the poor highly vulnerable
to effects of natural disasters and food
insecurity Gorta first began working in
Malawi in 2005 our focus of work is on water
and food security borehole rehabilitation
sanitation and hygiene irrigation schemes
exchange visits short training courses and the
promotion of self help groups
tanzania
bull Population 45 million
bull Life expectancy at birth 569 years
Climate change is already having an impact
on Tanzania and is likely to further affect
the country with increased temperatures
and lower rainfall which affects agriculture
forests water and coastal resources and
human health Tanzania became a country of
focus for Gorta in 2007 together with Kenya
Uganda Malawi and Zambia Since then
most of our programmes are concentrated
in the Northern regions of the country from
Lake Victoria to the Coast and include Mara
Arusha Manyara Kilimanjaro and Tanga
regions Gortarsquos programmes in Tanzania
focus specifically on maintaining and
improving forest conservation water security
projects and improving livelihoods through
income-generating schemes
ZAMBIA
UGANDA
Population and life expectancy statistics taken from the Human Development Report 2010
United Nations Development Programmes (UNDP)
KENYA
MALAWI
TANZANIA
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51
Financial Highlights 1 Where our money comes from
Donations and Fundraising
Income 5192
Trading Activities Income 936
Investment Income 596
Revenue based grants 178
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
2 How your money gets spent
Programmes Costs Including
Advocacy 7207
Costs of Generating Trading
Income 850
Governance Costs and
Currency Loss 42
Costs of Generating
Voluntary Income 1057
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
3 Breakdown of Fundraising
Income
Committed giving 4645
Legacies 159
Committee income 106
General donations 282
Gift in Kind 10
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
4 split of Grant Income by Donor
Irish Aid 150
Department of Agriculture
Fisheries and Food 19
Enterprise Ireland 975
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
5 split of Programmes spend
by country
Uganda 2276
Malawi 2053
Zambia 1109
Tanzania 710
Kenya 285
India 89
Haiti 52
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
6 split of Programmes spend by
thematic Area
Food Security 2407
Livelihoods 1927
Water and Sanitation 1247
Health 349
Education 295
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011
CASE STUDYTHE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience
The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope
The Hotel
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
Website
SELECTED WORKTopaz
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd
Testimonial
CASE STUDYWATERFORD AIRPORT
CASE STUDY - WATERFORD AIRPORT
Website
CASE STUDY - WATERFORD AIRPORT
Web Banners
CASE STUDY - WATERFORD AIRPORT
Facebook Marketing
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
SELECTED WORK - NON PROFIT
SELECTED WORKGORTA
SELECTED WORK - NON PROFIT
Community Oriented Watershed Management
gortarsquos approach
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo capacity
and capability to move towards the achievement of prosperity
Children from the Wayaworr village sit
on the slopes of the Wayaworr water
storage dam In 2008 the existing
excavation was rehabilitated as a
water storage facility through the
ADWAC- gorta partnership The lake
is a deliberate catchment of rainwater
and is used for water for livestock
irrigation for tree planting in the
catchment area and the recharging
of groundwater which benefits wells in
the surrounding villages
Capacity Building and Technical Support
A grader provided by gorta successfully carried out the earthworks for the contour bunds Training
in the operation and maintenance of the heavy machinery was provided to ensure that this activity
will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the
collaboration of an agriculture engineer from Senegal who has provided on-going support and makes
periodic visits These activities are similar to the interventions carried out in Senegal by international
donors including USAID and the World Bank There the construction of two water storage dams with a
capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers
and reduced damage to crops due to improved cattle tracks from the dams to other water resources
In my district 80 of conflicts I address are related to cases between
farmers and cattle owners regarding grazing and drinking points Thanks
to the re-demarcation of the cattle tracks since 2010 I have never
arbitrated any case of such related conflicts
Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda
The programme involved training community members in Chamen village in the manual
construction of gabion boxes required for the reinforcement of the check dams Consequently
the limited availability of these boxes in the country and their high cost are no longer
constraints to the earthwork required for the soil conservation interventions Other livelihood
aspects of the integrated watershed management programme include water harvesting
through the construction of half moons establishment wood lots micro credit schemes in
10 villages rearing of small ruminants such as sheep and poultry and income generation
activities through food processing and marketing and processing of ground nuts and millet by
village cooperatives
We the women of Njonen are no more burdened with the use of mortar
and pestle While we save labour to do other economic activities we also
generate an income from the use of the milling machine
Mallah Jallow President of Njonen Women group
lsquolsquorsquorsquo
The 14 million litres water storage dam near Wayaworr
village in Njaba Kunda The Gambia provides water to
approximately 1200 cattle during the four months of the dry
season Since the construction of the dam there has been
a reduction in the number of conflicts over access to water
sources between farmers and herdsmen
One of the spillways in the 45km retention dyke is used to
control the salt intrusion near Marong Kunda village in Njaba
Kunda the Gambia The rehabilitation of 200 hectares has
supported the production of an extra 100000kg of rice
grown by 300 women
Mallah Jallow President of the
Njonen Women group in Njonen
village the Gambia
lsquolsquorsquorsquo
Programme Development
The implementation of the water resource
management programme with TFCG began
in June 2010 with massive sensitization
to raise awareness on water management
issues for over 30000 people Similar to other
awareness-raising programmes implemented
by TFCG training and sensitization meetings
were attended by a wide range of participants
These included representatives from the local
authorities district officials traditional leaders
and other stakeholders such as NGOs and local
networks Village Natural Resource Committees
(VNRC) farmers women and youth groups and
individuals Posters and t-shirts were distributed
and during a field visit to the project site by
a gorta representative in February 2012 the
participantsrsquo awareness of water management
issues and potential solutions was clearly
evident
Integrated catchment management plans were
developed for the upper Mkolo and Kwebululu
rivers involving all 21 villages Water committee
members were trained in the management of
water resources in order to enable them to
construct and manage the protection of the
springs that deliver water to 16 villages and
will provide safe and clean drinking water
to approximately 10000 people Protection
of the water sources included a wide range
of interventions from small water sources
providing water to 50-100 households to larger
water sources that include gravity delivery and
distribution systems to ensure that community
members have easy access to clean water
within reach The VNRC established in the
catchment area in 1997 received further training
in participatory management of the upper
catchment in order to ensure the quality of the
water and the vegetation that protects these
water sources As the patrolling of the forest
has been carried out by the participatory forest
conservation committees for the past 20 years
the additional water resource protection is a
natural step for these committees Reforestation
efforts have also taken place around the water
sources so as to promote their conservation
A gorta Case Study Tanzania
Eva Lolenzo and Lilian Williams from
Bagamoyo village
in Korogwe district
Tanzania climb up-hill
carrying water from a
spring that supplies
water to 80 households
out of 3400 people
living in the village
The Water Users
Committee received
training on sustainable
management of the
spring
The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since
2008 in Participatory Forest Management (PFM) and other livelihood interventions
such as improved agricultural practices Since 2010 water resource management
has been implemented in Lushoto and Korogwe districts of the Western Usambara
Mountain in Tanzaniarsquos Northeastern region TFCG have been working with
communities in 21 villages in the project area for the last 15 years where they have
been promoting sustainable livelihoods strategies through participatory forest
management improved sustainable agriculture practices rearing of small ruminants
and bee-keeping and aquaculture as income generation activities In 2009 a
participatory situation analysis was carried out by TFCG in Lushoto and Korogwe
districts where results revealed that only 46 of the people in Lushoto and 51 in
Korogwe had access to clean water This was affecting women in particular who had
to travel long distances in mountainous terrain to fetch water
Promoting Conservation
Agricultural Practices
Farmer field schools (FFS) provided training
to 630 farmers (246 women and 384 men) on
improved agriculture techniques that included
irrigation on a small scale Each of the FFS
were trained in improved agriculture techniques
based on conservation agriculture practices
The demonstration plots were developed on
the hillsides in areas where the slope reaches
100 Earth terraces were also constructed
where irrigation basins were formed to cultivate
a diversity of crops such as tomatoes beans
maize ginger cabbages green peppers and
potatoes and the ground was treated with
organic manure Irrigation is currently being
provided by gravity-fed irrigation canals and a
mobile improvised sprinkler Ten drip irrigation
systems of 500 square metres are due to be
placed on the demonstration plots and these will
be accompanied by intensive technical support to
ensure correct operation and maintenance Two
gravity schemes are planned to be rehabilitated
through the project and provide water to over 600
farmers irrigating approximately 450 acres
Complementary Interventions
Other water-related interventions promoted
through the programme include harvesting of
rainwater in 15 schools A total of 7500 students
will have improved access to drinking water
when water is scarce during the dry periods from
March to June and from September to November
The programme also involves participatory forest
management which TFCG have been practicing
since 1985 Tree nurseries were established in
primary schools with support from farmer groups
and it is expected that these trees (firewood and
timber varieties) will be distributed to at least
10000 farmers thus alleviating pressure on the
natural forest A total number of 1500000 trees
are expected to be planted during the three-year
programme
Bee-keeping activities have been practiced by
other communities supported by TFCG in the
Arc range mountains and have had very positive
results Selected community members have
received a total of 300 beehives It is estimated
that one beehive could provide 40 litres of honey
per year which can be sold at a weight value of
6000 Tanzania shillings (TSh) per kg which is
equal to approximately 3 Euro Therefore one
beehive provides an annual income of 240000
TSh (115 Euro) per year The expected total
income to be generated from 300 beehives would
be in the region of 72000000 TSh (33540 Euro)
per year
Participants planting tree saplings at a
Tanzania Forest Conservation Group
tree nursery in the West Usambara
Mountains Tanzania
Hausa and Jaacobo Lucas
irrigate the demonstration
plot that Bagamoyo Farm
Field School (FFS) cultivate
15 women and 15 men have
constructed soil terraces on
a le acre where they cultivate
ginger tomatoes cassava
maize cabbage and beans
Drip irrigation equipment
will soon be installed to
enhance the agriculture
production during the dry
season
SELECTED WORK - NON PROFIT
food prices brief
Brochure_WFDindd 1
12102011 111254
gortarsquos approach
In line with gortarsquos strategy and that of the
Irish Governmentrsquos Hunger Task Force we
recognise the important role smallholder
farmers play as part of the solution It is
essential that the current focus on price
volatility at both national and international
level leads to further investment in the
agriculture sector particularly focusing
on research and new and improved
technologies as well as in social security
in order to support the most vulnerable
gorta is working with local partners in
building their resilience to shocks by
creating safety nets as part of a coping
strategy
gorta is also bridging the gap between
agriculture research and smallholder farmers
We recognise the need to link research
with operations in the field and encourage
smallholder farmersrsquo access to training amp
information improved seed technology and
climate smart agriculture We adopt a model
of integrated community development which
promotes among others the safeguarding of
local biodiversity
gorta believes further
investment needs to be
made in strengthening
bull Research and innovation
bull Climate-smart agriculture
bull Improved seeds and farm management
techniques
bull Watershed management
bull Infrastructure marketing systems
extension and communication services
bull Market information and transparency
bull Protection of indigenous knowledge and
biodiversity
bull Food distribution systems food stocks
and reserves
bull Social safety nets
bull Small holder farmersrsquo active free and
meaningful participation in decision
making
Excessive fluctuations in commodity prices whether in situations
of price increases or price depressions create uncertainties for
farmers This affects decisions regarding agricultural investment
and as such has a long-term impact on world food security
The High Level Panel of Experts on Food Security and Nutrition of the
Committee on World Food Security July 2011
lsquolsquo
rsquorsquo
Brochure_WFDindd 6
12102011 111300
It is crucial to better understand our agricultural system and
it is imperative for research and development to start thinking
about new and sustainable approaches to improving the
quality safety and variety of food produced and consumed
around the world
Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International
Women selling grain at a marketplace
in Ghana
lsquolsquo
rsquorsquo
Brochure_WFDindd 7
12102011 111301
The issueldquoSmall import-dependent countries especially
in Africa were deeply affected by the food and
economic crises Some large countries were
able to insulate their markets from the crisis
through restrictive trade policies and protect
their consumers through safety nets However
trade insulation increased prices and volatility in
international marketsrdquo (FAO The State of Food
Insecurity in the World 2011)
The situation which brought about the 2011 food
price increase has some similarities to that which
led to the 20072008 global food crisis described
above during which FAO estimated that the
number of undernourished people increased
by 170 million in the period from 2007-2009
(FAO 2009) The situation was triggered by a
reduction in the levels of global grain stocks
higher oil prices increased financial investments
in agricultural commodities (WB and IMF 2011)
and an increase in international prices across
same According to the Committee on World
Food Security (CFS) High Level Panel of Experts
on Food Security and Nutrition (July 2011) since
2007 the volatility of food prices and the number
of countries effected by it has increased
The Food and Agriculture Organization of the
United Nations (FAO) publishes a monthly
Food Price Index which is viewed as a global
benchmark for food price trends and reports on
five food commodities cereals oilseeds sugar
dairy and meat According to it while global
food prices fell slightly in September 2011 due
largely to the global economic slowdown prices
across the five commodities remain high and are
still above those of 2010 (FAO 2011) The State
of Food Insecurity in the World 2011 an annual
global hunger report published jointly by FAO the
International Fund for Agricultural Development
(IFAD) and the World Food Programme (WFP)
predicts that high and volatile food prices will
persist with food importing countries especially
in Africa mostly at risk
Since the 20072008 price spike there has
been international recognition that investment
in agriculture at both micro and macro levels is
necessary to mitigate against further food price
volatility At the same time agriculture needs
to be viewed within a holistic multi-sectoral
framework Diversifying on-farm and off-farm
activities enables smallholder farmers to reduce
their risk and vulnerability to shocks Access to
market and commodity price information at the
right time remains critical for farmers in order for
them to plant accordingly
What are the factors involved
Among factors relating to food price volatility
are weather variability trade policies (including
export restrictions and bans) increasing oil
prices and the emergence of new financial
investors which are all likely to persist Each of
these highlights the urgent need to focus on
the drivers of food prices and to find long-term
sustainable solutions Other relevant elements
include the shift in the quality of demand for
foods that are more intensive in grains such as
meat and dairy the trade-off between grains
for food feed and biofuels population growth
ndash with figures set to rise to approximately 82
billion by 2030 (UN 2005) ndash and the reduction in
agriculture productivity All of these elements put
further pressure on an already under-invested
sector and on limited resources
Who is affected and how
Despite vast agricultural potential many African
countries are significant net food importers with
high food prices therefore having an immediate
impact on poor householdsrsquo purchasing
power and income share going to food With
approximately 60-80 percent of a householdrsquos
income spent on food any sudden and high
increase in food prices can result in severe
threats to food and nutrition security pushing
families deeper into poverty and hunger This
consequently impacts on their access to other
services such as health care and education
Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos
Farming Communities
Brochure_WFDindd 4
12102011 111259
A group of women hold up a bundle
of harvested ginger produce as part
of a Tanzanian Organic Agriculture
Movement initiative in Mnasi Tanzania
gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to
ginger production to breathe new life into previously struggling livelihoods Livelihoods in the
Korogwe District have dramatically improved since the intervention of gorta and TOAM with
the ginger crop last year outstripping the maize staple crop by four times Participants in the
programme can sell on their ginger harvests and with the proceeds are then able to invest in
other areas
TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining
a higher price and then informing them of the international market opportunities available for
the organic products TOAM also educates and trains the farmers to improve the quality of the
crop and gain certification so their produce will receive a fairer price
The gortaTOAM partnership provides expertise and training in ginger production helping
people in the local communities to become self-sufficient This in turn allows them to escape
poverty educate their children diversify their income into different farming areas and look
towards building a better life for themselves
Case Study Tanzanian Organic Agriculture Movement
Brochure_WFDindd 5
12102011 111259
Goretti Nakana sorts through her
crop of Irish potatoes Goretti is a
participant in the gortaEMESCO
programme in the Kibaale District
in Uganda which is currently being
implemented across 60 communities
and incorporates agriculture health
and water security
Brochure_WFDindd 2
12102011 111256
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo
capacity and capability to move towards the achievement of
prosperity ndash in this sense entrepreneurial development is key
Brochure_WFDindd 3
12102011 111259
SELECTED WORK - NON PROFIT
Annual Report 2010
Untitled-1 1
12082011 104455
About gorta 4
Foreward from the Chairman 6
CEos Message 8
Patron and Board Members 10
our Vision Mission and Values 12
Our Work ndash At Home 16
Hunger Secretariat and World
Food Day 18
Donor Engagement and
Communications 19
Fundraising 20
Networks 22
Stop Climate Chaos 24
International Alliance Against Hunger 25
Our Work ndash Overseas 26
Health 28
Education 30
Livelihoods 32
Water 34
Food 36
Accounts 38
Annual Financial statements 2010 40
cOntents
Photo caption to be placed
here Photo caption to be
placed here
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19
Our countries
Rosie Sambo Zagwa Million Dorothy Msonkho past
students of Bunda College of Agriculture Malawi
Rebecca Amukhoye of gorta speaks to particpants at the
Watershed Management Workshop in Mukono Uganda
Paticipants at the Watershed Management workshop in
Mukono Uganda
Pamela Nasimnu and William Keyah at the gorta funded
Baraka College Kenya
Uganda
bull Population 338
million
bull Life expectancy at
birth 541 years
Uganda has one of the highest
population growth rates in the world
with 26 living in chronic poverty As
one of Gortarsquos programme countries
since 1965 Uganda was designated as
a Gorta country of focus in 20078 The
elimination of poverty and hunger and the
creation of prosperous futures for the poorest
communities are part of Gortarsquos vision As
with each of our countries of focus Gorta
recognises that it is essential to work with
local district government officers and in line
with the National Development in order to
align their development efforts and to create
sustainable programmes that are owned by
the local communities Gortarsquos main focus in
Uganda has been on food security with an aim
to increase access to markets for smallholder
farmers while also working with local
partners on improving water and sanitation
and increasing awareness and access to
treatments of people living with HIVAids
Zambia
bullPopulation 132
million
bullLife expectancy at
birth 473 years
Decades of
economic decline
and neglect of
infrastructure
and services have
impacted heavily on
Zambiarsquos population of 115
million with 45 of the population ndash
52 million individuals ndash undernourished (FAo
2010) Gortarsquos involvement in Zambia has
been to five target areas where it is currently
working with local organisations on training
for beekeeping watershed management area
rehabilitation income generation and with
differently-abled groups
Kenya
bull Population 409 million
bull Life expectancy at birth 556 years
Kenyarsquos population is largely rural based
and rely on smallholder agriculture for their
livelihoods Unpredictable rainfall due to
climate change is having a significantly
negative effect on the food security status of
the country ndash droughts are on the rise placing
millions of Kenyans at risk of malnutrition
and starvation Gorta recognises the need
for training for smallholder farmers to adapt
their farming methods to a changing climate
Having been working in the country since the
mid-seventies and Kenya was designated as
a country of Gortarsquos focus in 20078 Gortarsquos
involvement was initially through small faith-
based organisations but recently we have
engaged with more strategic local partners
with the potential to scale-up and scale-out
Gortarsquos main area of work in Kenya is centred
on agricultural training and food security
through improved methods of agriculture
production
Malawi
bull Population 157 million
bull Life expectancy at birth 546 years
The Republic of Malawi is currently ranked
153 out of 169 on the Human Development
Index (2010) The majority of its population
of 123 million live below the poverty line
and about 83 of the people live in rural
areas with low access to basic health and
education services Agricultural production
is the mainstay of Malawirsquos economy
but landholdings are small leading to
encroachment on marginal lands and
increased erosion These conditions
combined with the high incidence of HIV
AIDS make the poor highly vulnerable
to effects of natural disasters and food
insecurity Gorta first began working in
Malawi in 2005 our focus of work is on water
and food security borehole rehabilitation
sanitation and hygiene irrigation schemes
exchange visits short training courses and the
promotion of self help groups
tanzania
bull Population 45 million
bull Life expectancy at birth 569 years
Climate change is already having an impact
on Tanzania and is likely to further affect
the country with increased temperatures
and lower rainfall which affects agriculture
forests water and coastal resources and
human health Tanzania became a country of
focus for Gorta in 2007 together with Kenya
Uganda Malawi and Zambia Since then
most of our programmes are concentrated
in the Northern regions of the country from
Lake Victoria to the Coast and include Mara
Arusha Manyara Kilimanjaro and Tanga
regions Gortarsquos programmes in Tanzania
focus specifically on maintaining and
improving forest conservation water security
projects and improving livelihoods through
income-generating schemes
ZAMBIA
UGANDA
Population and life expectancy statistics taken from the Human Development Report 2010
United Nations Development Programmes (UNDP)
KENYA
MALAWI
TANZANIA
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51
Financial Highlights 1 Where our money comes from
Donations and Fundraising
Income 5192
Trading Activities Income 936
Investment Income 596
Revenue based grants 178
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
2 How your money gets spent
Programmes Costs Including
Advocacy 7207
Costs of Generating Trading
Income 850
Governance Costs and
Currency Loss 42
Costs of Generating
Voluntary Income 1057
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
3 Breakdown of Fundraising
Income
Committed giving 4645
Legacies 159
Committee income 106
General donations 282
Gift in Kind 10
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
4 split of Grant Income by Donor
Irish Aid 150
Department of Agriculture
Fisheries and Food 19
Enterprise Ireland 975
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
5 split of Programmes spend
by country
Uganda 2276
Malawi 2053
Zambia 1109
Tanzania 710
Kenya 285
India 89
Haiti 52
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
6 split of Programmes spend by
thematic Area
Food Security 2407
Livelihoods 1927
Water and Sanitation 1247
Health 349
Education 295
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011
CASE STUDYTHE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience
The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope
The Hotel
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
Website
SELECTED WORKTopaz
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd
Testimonial
CASE STUDYWATERFORD AIRPORT
CASE STUDY - WATERFORD AIRPORT
Website
CASE STUDY - WATERFORD AIRPORT
Web Banners
CASE STUDY - WATERFORD AIRPORT
Facebook Marketing
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
SELECTED WORKGORTA
SELECTED WORK - NON PROFIT
Community Oriented Watershed Management
gortarsquos approach
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo capacity
and capability to move towards the achievement of prosperity
Children from the Wayaworr village sit
on the slopes of the Wayaworr water
storage dam In 2008 the existing
excavation was rehabilitated as a
water storage facility through the
ADWAC- gorta partnership The lake
is a deliberate catchment of rainwater
and is used for water for livestock
irrigation for tree planting in the
catchment area and the recharging
of groundwater which benefits wells in
the surrounding villages
Capacity Building and Technical Support
A grader provided by gorta successfully carried out the earthworks for the contour bunds Training
in the operation and maintenance of the heavy machinery was provided to ensure that this activity
will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the
collaboration of an agriculture engineer from Senegal who has provided on-going support and makes
periodic visits These activities are similar to the interventions carried out in Senegal by international
donors including USAID and the World Bank There the construction of two water storage dams with a
capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers
and reduced damage to crops due to improved cattle tracks from the dams to other water resources
In my district 80 of conflicts I address are related to cases between
farmers and cattle owners regarding grazing and drinking points Thanks
to the re-demarcation of the cattle tracks since 2010 I have never
arbitrated any case of such related conflicts
Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda
The programme involved training community members in Chamen village in the manual
construction of gabion boxes required for the reinforcement of the check dams Consequently
the limited availability of these boxes in the country and their high cost are no longer
constraints to the earthwork required for the soil conservation interventions Other livelihood
aspects of the integrated watershed management programme include water harvesting
through the construction of half moons establishment wood lots micro credit schemes in
10 villages rearing of small ruminants such as sheep and poultry and income generation
activities through food processing and marketing and processing of ground nuts and millet by
village cooperatives
We the women of Njonen are no more burdened with the use of mortar
and pestle While we save labour to do other economic activities we also
generate an income from the use of the milling machine
Mallah Jallow President of Njonen Women group
lsquolsquorsquorsquo
The 14 million litres water storage dam near Wayaworr
village in Njaba Kunda The Gambia provides water to
approximately 1200 cattle during the four months of the dry
season Since the construction of the dam there has been
a reduction in the number of conflicts over access to water
sources between farmers and herdsmen
One of the spillways in the 45km retention dyke is used to
control the salt intrusion near Marong Kunda village in Njaba
Kunda the Gambia The rehabilitation of 200 hectares has
supported the production of an extra 100000kg of rice
grown by 300 women
Mallah Jallow President of the
Njonen Women group in Njonen
village the Gambia
lsquolsquorsquorsquo
Programme Development
The implementation of the water resource
management programme with TFCG began
in June 2010 with massive sensitization
to raise awareness on water management
issues for over 30000 people Similar to other
awareness-raising programmes implemented
by TFCG training and sensitization meetings
were attended by a wide range of participants
These included representatives from the local
authorities district officials traditional leaders
and other stakeholders such as NGOs and local
networks Village Natural Resource Committees
(VNRC) farmers women and youth groups and
individuals Posters and t-shirts were distributed
and during a field visit to the project site by
a gorta representative in February 2012 the
participantsrsquo awareness of water management
issues and potential solutions was clearly
evident
Integrated catchment management plans were
developed for the upper Mkolo and Kwebululu
rivers involving all 21 villages Water committee
members were trained in the management of
water resources in order to enable them to
construct and manage the protection of the
springs that deliver water to 16 villages and
will provide safe and clean drinking water
to approximately 10000 people Protection
of the water sources included a wide range
of interventions from small water sources
providing water to 50-100 households to larger
water sources that include gravity delivery and
distribution systems to ensure that community
members have easy access to clean water
within reach The VNRC established in the
catchment area in 1997 received further training
in participatory management of the upper
catchment in order to ensure the quality of the
water and the vegetation that protects these
water sources As the patrolling of the forest
has been carried out by the participatory forest
conservation committees for the past 20 years
the additional water resource protection is a
natural step for these committees Reforestation
efforts have also taken place around the water
sources so as to promote their conservation
A gorta Case Study Tanzania
Eva Lolenzo and Lilian Williams from
Bagamoyo village
in Korogwe district
Tanzania climb up-hill
carrying water from a
spring that supplies
water to 80 households
out of 3400 people
living in the village
The Water Users
Committee received
training on sustainable
management of the
spring
The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since
2008 in Participatory Forest Management (PFM) and other livelihood interventions
such as improved agricultural practices Since 2010 water resource management
has been implemented in Lushoto and Korogwe districts of the Western Usambara
Mountain in Tanzaniarsquos Northeastern region TFCG have been working with
communities in 21 villages in the project area for the last 15 years where they have
been promoting sustainable livelihoods strategies through participatory forest
management improved sustainable agriculture practices rearing of small ruminants
and bee-keeping and aquaculture as income generation activities In 2009 a
participatory situation analysis was carried out by TFCG in Lushoto and Korogwe
districts where results revealed that only 46 of the people in Lushoto and 51 in
Korogwe had access to clean water This was affecting women in particular who had
to travel long distances in mountainous terrain to fetch water
Promoting Conservation
Agricultural Practices
Farmer field schools (FFS) provided training
to 630 farmers (246 women and 384 men) on
improved agriculture techniques that included
irrigation on a small scale Each of the FFS
were trained in improved agriculture techniques
based on conservation agriculture practices
The demonstration plots were developed on
the hillsides in areas where the slope reaches
100 Earth terraces were also constructed
where irrigation basins were formed to cultivate
a diversity of crops such as tomatoes beans
maize ginger cabbages green peppers and
potatoes and the ground was treated with
organic manure Irrigation is currently being
provided by gravity-fed irrigation canals and a
mobile improvised sprinkler Ten drip irrigation
systems of 500 square metres are due to be
placed on the demonstration plots and these will
be accompanied by intensive technical support to
ensure correct operation and maintenance Two
gravity schemes are planned to be rehabilitated
through the project and provide water to over 600
farmers irrigating approximately 450 acres
Complementary Interventions
Other water-related interventions promoted
through the programme include harvesting of
rainwater in 15 schools A total of 7500 students
will have improved access to drinking water
when water is scarce during the dry periods from
March to June and from September to November
The programme also involves participatory forest
management which TFCG have been practicing
since 1985 Tree nurseries were established in
primary schools with support from farmer groups
and it is expected that these trees (firewood and
timber varieties) will be distributed to at least
10000 farmers thus alleviating pressure on the
natural forest A total number of 1500000 trees
are expected to be planted during the three-year
programme
Bee-keeping activities have been practiced by
other communities supported by TFCG in the
Arc range mountains and have had very positive
results Selected community members have
received a total of 300 beehives It is estimated
that one beehive could provide 40 litres of honey
per year which can be sold at a weight value of
6000 Tanzania shillings (TSh) per kg which is
equal to approximately 3 Euro Therefore one
beehive provides an annual income of 240000
TSh (115 Euro) per year The expected total
income to be generated from 300 beehives would
be in the region of 72000000 TSh (33540 Euro)
per year
Participants planting tree saplings at a
Tanzania Forest Conservation Group
tree nursery in the West Usambara
Mountains Tanzania
Hausa and Jaacobo Lucas
irrigate the demonstration
plot that Bagamoyo Farm
Field School (FFS) cultivate
15 women and 15 men have
constructed soil terraces on
a le acre where they cultivate
ginger tomatoes cassava
maize cabbage and beans
Drip irrigation equipment
will soon be installed to
enhance the agriculture
production during the dry
season
SELECTED WORK - NON PROFIT
food prices brief
Brochure_WFDindd 1
12102011 111254
gortarsquos approach
In line with gortarsquos strategy and that of the
Irish Governmentrsquos Hunger Task Force we
recognise the important role smallholder
farmers play as part of the solution It is
essential that the current focus on price
volatility at both national and international
level leads to further investment in the
agriculture sector particularly focusing
on research and new and improved
technologies as well as in social security
in order to support the most vulnerable
gorta is working with local partners in
building their resilience to shocks by
creating safety nets as part of a coping
strategy
gorta is also bridging the gap between
agriculture research and smallholder farmers
We recognise the need to link research
with operations in the field and encourage
smallholder farmersrsquo access to training amp
information improved seed technology and
climate smart agriculture We adopt a model
of integrated community development which
promotes among others the safeguarding of
local biodiversity
gorta believes further
investment needs to be
made in strengthening
bull Research and innovation
bull Climate-smart agriculture
bull Improved seeds and farm management
techniques
bull Watershed management
bull Infrastructure marketing systems
extension and communication services
bull Market information and transparency
bull Protection of indigenous knowledge and
biodiversity
bull Food distribution systems food stocks
and reserves
bull Social safety nets
bull Small holder farmersrsquo active free and
meaningful participation in decision
making
Excessive fluctuations in commodity prices whether in situations
of price increases or price depressions create uncertainties for
farmers This affects decisions regarding agricultural investment
and as such has a long-term impact on world food security
The High Level Panel of Experts on Food Security and Nutrition of the
Committee on World Food Security July 2011
lsquolsquo
rsquorsquo
Brochure_WFDindd 6
12102011 111300
It is crucial to better understand our agricultural system and
it is imperative for research and development to start thinking
about new and sustainable approaches to improving the
quality safety and variety of food produced and consumed
around the world
Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International
Women selling grain at a marketplace
in Ghana
lsquolsquo
rsquorsquo
Brochure_WFDindd 7
12102011 111301
The issueldquoSmall import-dependent countries especially
in Africa were deeply affected by the food and
economic crises Some large countries were
able to insulate their markets from the crisis
through restrictive trade policies and protect
their consumers through safety nets However
trade insulation increased prices and volatility in
international marketsrdquo (FAO The State of Food
Insecurity in the World 2011)
The situation which brought about the 2011 food
price increase has some similarities to that which
led to the 20072008 global food crisis described
above during which FAO estimated that the
number of undernourished people increased
by 170 million in the period from 2007-2009
(FAO 2009) The situation was triggered by a
reduction in the levels of global grain stocks
higher oil prices increased financial investments
in agricultural commodities (WB and IMF 2011)
and an increase in international prices across
same According to the Committee on World
Food Security (CFS) High Level Panel of Experts
on Food Security and Nutrition (July 2011) since
2007 the volatility of food prices and the number
of countries effected by it has increased
The Food and Agriculture Organization of the
United Nations (FAO) publishes a monthly
Food Price Index which is viewed as a global
benchmark for food price trends and reports on
five food commodities cereals oilseeds sugar
dairy and meat According to it while global
food prices fell slightly in September 2011 due
largely to the global economic slowdown prices
across the five commodities remain high and are
still above those of 2010 (FAO 2011) The State
of Food Insecurity in the World 2011 an annual
global hunger report published jointly by FAO the
International Fund for Agricultural Development
(IFAD) and the World Food Programme (WFP)
predicts that high and volatile food prices will
persist with food importing countries especially
in Africa mostly at risk
Since the 20072008 price spike there has
been international recognition that investment
in agriculture at both micro and macro levels is
necessary to mitigate against further food price
volatility At the same time agriculture needs
to be viewed within a holistic multi-sectoral
framework Diversifying on-farm and off-farm
activities enables smallholder farmers to reduce
their risk and vulnerability to shocks Access to
market and commodity price information at the
right time remains critical for farmers in order for
them to plant accordingly
What are the factors involved
Among factors relating to food price volatility
are weather variability trade policies (including
export restrictions and bans) increasing oil
prices and the emergence of new financial
investors which are all likely to persist Each of
these highlights the urgent need to focus on
the drivers of food prices and to find long-term
sustainable solutions Other relevant elements
include the shift in the quality of demand for
foods that are more intensive in grains such as
meat and dairy the trade-off between grains
for food feed and biofuels population growth
ndash with figures set to rise to approximately 82
billion by 2030 (UN 2005) ndash and the reduction in
agriculture productivity All of these elements put
further pressure on an already under-invested
sector and on limited resources
Who is affected and how
Despite vast agricultural potential many African
countries are significant net food importers with
high food prices therefore having an immediate
impact on poor householdsrsquo purchasing
power and income share going to food With
approximately 60-80 percent of a householdrsquos
income spent on food any sudden and high
increase in food prices can result in severe
threats to food and nutrition security pushing
families deeper into poverty and hunger This
consequently impacts on their access to other
services such as health care and education
Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos
Farming Communities
Brochure_WFDindd 4
12102011 111259
A group of women hold up a bundle
of harvested ginger produce as part
of a Tanzanian Organic Agriculture
Movement initiative in Mnasi Tanzania
gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to
ginger production to breathe new life into previously struggling livelihoods Livelihoods in the
Korogwe District have dramatically improved since the intervention of gorta and TOAM with
the ginger crop last year outstripping the maize staple crop by four times Participants in the
programme can sell on their ginger harvests and with the proceeds are then able to invest in
other areas
TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining
a higher price and then informing them of the international market opportunities available for
the organic products TOAM also educates and trains the farmers to improve the quality of the
crop and gain certification so their produce will receive a fairer price
The gortaTOAM partnership provides expertise and training in ginger production helping
people in the local communities to become self-sufficient This in turn allows them to escape
poverty educate their children diversify their income into different farming areas and look
towards building a better life for themselves
Case Study Tanzanian Organic Agriculture Movement
Brochure_WFDindd 5
12102011 111259
Goretti Nakana sorts through her
crop of Irish potatoes Goretti is a
participant in the gortaEMESCO
programme in the Kibaale District
in Uganda which is currently being
implemented across 60 communities
and incorporates agriculture health
and water security
Brochure_WFDindd 2
12102011 111256
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo
capacity and capability to move towards the achievement of
prosperity ndash in this sense entrepreneurial development is key
Brochure_WFDindd 3
12102011 111259
SELECTED WORK - NON PROFIT
Annual Report 2010
Untitled-1 1
12082011 104455
About gorta 4
Foreward from the Chairman 6
CEos Message 8
Patron and Board Members 10
our Vision Mission and Values 12
Our Work ndash At Home 16
Hunger Secretariat and World
Food Day 18
Donor Engagement and
Communications 19
Fundraising 20
Networks 22
Stop Climate Chaos 24
International Alliance Against Hunger 25
Our Work ndash Overseas 26
Health 28
Education 30
Livelihoods 32
Water 34
Food 36
Accounts 38
Annual Financial statements 2010 40
cOntents
Photo caption to be placed
here Photo caption to be
placed here
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19
Our countries
Rosie Sambo Zagwa Million Dorothy Msonkho past
students of Bunda College of Agriculture Malawi
Rebecca Amukhoye of gorta speaks to particpants at the
Watershed Management Workshop in Mukono Uganda
Paticipants at the Watershed Management workshop in
Mukono Uganda
Pamela Nasimnu and William Keyah at the gorta funded
Baraka College Kenya
Uganda
bull Population 338
million
bull Life expectancy at
birth 541 years
Uganda has one of the highest
population growth rates in the world
with 26 living in chronic poverty As
one of Gortarsquos programme countries
since 1965 Uganda was designated as
a Gorta country of focus in 20078 The
elimination of poverty and hunger and the
creation of prosperous futures for the poorest
communities are part of Gortarsquos vision As
with each of our countries of focus Gorta
recognises that it is essential to work with
local district government officers and in line
with the National Development in order to
align their development efforts and to create
sustainable programmes that are owned by
the local communities Gortarsquos main focus in
Uganda has been on food security with an aim
to increase access to markets for smallholder
farmers while also working with local
partners on improving water and sanitation
and increasing awareness and access to
treatments of people living with HIVAids
Zambia
bullPopulation 132
million
bullLife expectancy at
birth 473 years
Decades of
economic decline
and neglect of
infrastructure
and services have
impacted heavily on
Zambiarsquos population of 115
million with 45 of the population ndash
52 million individuals ndash undernourished (FAo
2010) Gortarsquos involvement in Zambia has
been to five target areas where it is currently
working with local organisations on training
for beekeeping watershed management area
rehabilitation income generation and with
differently-abled groups
Kenya
bull Population 409 million
bull Life expectancy at birth 556 years
Kenyarsquos population is largely rural based
and rely on smallholder agriculture for their
livelihoods Unpredictable rainfall due to
climate change is having a significantly
negative effect on the food security status of
the country ndash droughts are on the rise placing
millions of Kenyans at risk of malnutrition
and starvation Gorta recognises the need
for training for smallholder farmers to adapt
their farming methods to a changing climate
Having been working in the country since the
mid-seventies and Kenya was designated as
a country of Gortarsquos focus in 20078 Gortarsquos
involvement was initially through small faith-
based organisations but recently we have
engaged with more strategic local partners
with the potential to scale-up and scale-out
Gortarsquos main area of work in Kenya is centred
on agricultural training and food security
through improved methods of agriculture
production
Malawi
bull Population 157 million
bull Life expectancy at birth 546 years
The Republic of Malawi is currently ranked
153 out of 169 on the Human Development
Index (2010) The majority of its population
of 123 million live below the poverty line
and about 83 of the people live in rural
areas with low access to basic health and
education services Agricultural production
is the mainstay of Malawirsquos economy
but landholdings are small leading to
encroachment on marginal lands and
increased erosion These conditions
combined with the high incidence of HIV
AIDS make the poor highly vulnerable
to effects of natural disasters and food
insecurity Gorta first began working in
Malawi in 2005 our focus of work is on water
and food security borehole rehabilitation
sanitation and hygiene irrigation schemes
exchange visits short training courses and the
promotion of self help groups
tanzania
bull Population 45 million
bull Life expectancy at birth 569 years
Climate change is already having an impact
on Tanzania and is likely to further affect
the country with increased temperatures
and lower rainfall which affects agriculture
forests water and coastal resources and
human health Tanzania became a country of
focus for Gorta in 2007 together with Kenya
Uganda Malawi and Zambia Since then
most of our programmes are concentrated
in the Northern regions of the country from
Lake Victoria to the Coast and include Mara
Arusha Manyara Kilimanjaro and Tanga
regions Gortarsquos programmes in Tanzania
focus specifically on maintaining and
improving forest conservation water security
projects and improving livelihoods through
income-generating schemes
ZAMBIA
UGANDA
Population and life expectancy statistics taken from the Human Development Report 2010
United Nations Development Programmes (UNDP)
KENYA
MALAWI
TANZANIA
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51
Financial Highlights 1 Where our money comes from
Donations and Fundraising
Income 5192
Trading Activities Income 936
Investment Income 596
Revenue based grants 178
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
2 How your money gets spent
Programmes Costs Including
Advocacy 7207
Costs of Generating Trading
Income 850
Governance Costs and
Currency Loss 42
Costs of Generating
Voluntary Income 1057
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
3 Breakdown of Fundraising
Income
Committed giving 4645
Legacies 159
Committee income 106
General donations 282
Gift in Kind 10
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
4 split of Grant Income by Donor
Irish Aid 150
Department of Agriculture
Fisheries and Food 19
Enterprise Ireland 975
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
5 split of Programmes spend
by country
Uganda 2276
Malawi 2053
Zambia 1109
Tanzania 710
Kenya 285
India 89
Haiti 52
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
6 split of Programmes spend by
thematic Area
Food Security 2407
Livelihoods 1927
Water and Sanitation 1247
Health 349
Education 295
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011
CASE STUDYTHE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience
The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope
The Hotel
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
Website
SELECTED WORKTopaz
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd
Testimonial
CASE STUDYWATERFORD AIRPORT
CASE STUDY - WATERFORD AIRPORT
Website
CASE STUDY - WATERFORD AIRPORT
Web Banners
CASE STUDY - WATERFORD AIRPORT
Facebook Marketing
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
SELECTED WORK - NON PROFIT
Community Oriented Watershed Management
gortarsquos approach
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo capacity
and capability to move towards the achievement of prosperity
Children from the Wayaworr village sit
on the slopes of the Wayaworr water
storage dam In 2008 the existing
excavation was rehabilitated as a
water storage facility through the
ADWAC- gorta partnership The lake
is a deliberate catchment of rainwater
and is used for water for livestock
irrigation for tree planting in the
catchment area and the recharging
of groundwater which benefits wells in
the surrounding villages
Capacity Building and Technical Support
A grader provided by gorta successfully carried out the earthworks for the contour bunds Training
in the operation and maintenance of the heavy machinery was provided to ensure that this activity
will be sustainable in the long-term Technical support is offered by gortarsquos technical team with the
collaboration of an agriculture engineer from Senegal who has provided on-going support and makes
periodic visits These activities are similar to the interventions carried out in Senegal by international
donors including USAID and the World Bank There the construction of two water storage dams with a
capacity of 14 million litres of water has resulted in reduced conflicts between herdsmen and farmers
and reduced damage to crops due to improved cattle tracks from the dams to other water resources
In my district 80 of conflicts I address are related to cases between
farmers and cattle owners regarding grazing and drinking points Thanks
to the re-demarcation of the cattle tracks since 2010 I have never
arbitrated any case of such related conflicts
Chief Momodou Kentang Dibba of Central Baddibu District of Njaba Kunda
The programme involved training community members in Chamen village in the manual
construction of gabion boxes required for the reinforcement of the check dams Consequently
the limited availability of these boxes in the country and their high cost are no longer
constraints to the earthwork required for the soil conservation interventions Other livelihood
aspects of the integrated watershed management programme include water harvesting
through the construction of half moons establishment wood lots micro credit schemes in
10 villages rearing of small ruminants such as sheep and poultry and income generation
activities through food processing and marketing and processing of ground nuts and millet by
village cooperatives
We the women of Njonen are no more burdened with the use of mortar
and pestle While we save labour to do other economic activities we also
generate an income from the use of the milling machine
Mallah Jallow President of Njonen Women group
lsquolsquorsquorsquo
The 14 million litres water storage dam near Wayaworr
village in Njaba Kunda The Gambia provides water to
approximately 1200 cattle during the four months of the dry
season Since the construction of the dam there has been
a reduction in the number of conflicts over access to water
sources between farmers and herdsmen
One of the spillways in the 45km retention dyke is used to
control the salt intrusion near Marong Kunda village in Njaba
Kunda the Gambia The rehabilitation of 200 hectares has
supported the production of an extra 100000kg of rice
grown by 300 women
Mallah Jallow President of the
Njonen Women group in Njonen
village the Gambia
lsquolsquorsquorsquo
Programme Development
The implementation of the water resource
management programme with TFCG began
in June 2010 with massive sensitization
to raise awareness on water management
issues for over 30000 people Similar to other
awareness-raising programmes implemented
by TFCG training and sensitization meetings
were attended by a wide range of participants
These included representatives from the local
authorities district officials traditional leaders
and other stakeholders such as NGOs and local
networks Village Natural Resource Committees
(VNRC) farmers women and youth groups and
individuals Posters and t-shirts were distributed
and during a field visit to the project site by
a gorta representative in February 2012 the
participantsrsquo awareness of water management
issues and potential solutions was clearly
evident
Integrated catchment management plans were
developed for the upper Mkolo and Kwebululu
rivers involving all 21 villages Water committee
members were trained in the management of
water resources in order to enable them to
construct and manage the protection of the
springs that deliver water to 16 villages and
will provide safe and clean drinking water
to approximately 10000 people Protection
of the water sources included a wide range
of interventions from small water sources
providing water to 50-100 households to larger
water sources that include gravity delivery and
distribution systems to ensure that community
members have easy access to clean water
within reach The VNRC established in the
catchment area in 1997 received further training
in participatory management of the upper
catchment in order to ensure the quality of the
water and the vegetation that protects these
water sources As the patrolling of the forest
has been carried out by the participatory forest
conservation committees for the past 20 years
the additional water resource protection is a
natural step for these committees Reforestation
efforts have also taken place around the water
sources so as to promote their conservation
A gorta Case Study Tanzania
Eva Lolenzo and Lilian Williams from
Bagamoyo village
in Korogwe district
Tanzania climb up-hill
carrying water from a
spring that supplies
water to 80 households
out of 3400 people
living in the village
The Water Users
Committee received
training on sustainable
management of the
spring
The Tanzania Forest Conservation Group (TFCG) has been a partner of gorta since
2008 in Participatory Forest Management (PFM) and other livelihood interventions
such as improved agricultural practices Since 2010 water resource management
has been implemented in Lushoto and Korogwe districts of the Western Usambara
Mountain in Tanzaniarsquos Northeastern region TFCG have been working with
communities in 21 villages in the project area for the last 15 years where they have
been promoting sustainable livelihoods strategies through participatory forest
management improved sustainable agriculture practices rearing of small ruminants
and bee-keeping and aquaculture as income generation activities In 2009 a
participatory situation analysis was carried out by TFCG in Lushoto and Korogwe
districts where results revealed that only 46 of the people in Lushoto and 51 in
Korogwe had access to clean water This was affecting women in particular who had
to travel long distances in mountainous terrain to fetch water
Promoting Conservation
Agricultural Practices
Farmer field schools (FFS) provided training
to 630 farmers (246 women and 384 men) on
improved agriculture techniques that included
irrigation on a small scale Each of the FFS
were trained in improved agriculture techniques
based on conservation agriculture practices
The demonstration plots were developed on
the hillsides in areas where the slope reaches
100 Earth terraces were also constructed
where irrigation basins were formed to cultivate
a diversity of crops such as tomatoes beans
maize ginger cabbages green peppers and
potatoes and the ground was treated with
organic manure Irrigation is currently being
provided by gravity-fed irrigation canals and a
mobile improvised sprinkler Ten drip irrigation
systems of 500 square metres are due to be
placed on the demonstration plots and these will
be accompanied by intensive technical support to
ensure correct operation and maintenance Two
gravity schemes are planned to be rehabilitated
through the project and provide water to over 600
farmers irrigating approximately 450 acres
Complementary Interventions
Other water-related interventions promoted
through the programme include harvesting of
rainwater in 15 schools A total of 7500 students
will have improved access to drinking water
when water is scarce during the dry periods from
March to June and from September to November
The programme also involves participatory forest
management which TFCG have been practicing
since 1985 Tree nurseries were established in
primary schools with support from farmer groups
and it is expected that these trees (firewood and
timber varieties) will be distributed to at least
10000 farmers thus alleviating pressure on the
natural forest A total number of 1500000 trees
are expected to be planted during the three-year
programme
Bee-keeping activities have been practiced by
other communities supported by TFCG in the
Arc range mountains and have had very positive
results Selected community members have
received a total of 300 beehives It is estimated
that one beehive could provide 40 litres of honey
per year which can be sold at a weight value of
6000 Tanzania shillings (TSh) per kg which is
equal to approximately 3 Euro Therefore one
beehive provides an annual income of 240000
TSh (115 Euro) per year The expected total
income to be generated from 300 beehives would
be in the region of 72000000 TSh (33540 Euro)
per year
Participants planting tree saplings at a
Tanzania Forest Conservation Group
tree nursery in the West Usambara
Mountains Tanzania
Hausa and Jaacobo Lucas
irrigate the demonstration
plot that Bagamoyo Farm
Field School (FFS) cultivate
15 women and 15 men have
constructed soil terraces on
a le acre where they cultivate
ginger tomatoes cassava
maize cabbage and beans
Drip irrigation equipment
will soon be installed to
enhance the agriculture
production during the dry
season
SELECTED WORK - NON PROFIT
food prices brief
Brochure_WFDindd 1
12102011 111254
gortarsquos approach
In line with gortarsquos strategy and that of the
Irish Governmentrsquos Hunger Task Force we
recognise the important role smallholder
farmers play as part of the solution It is
essential that the current focus on price
volatility at both national and international
level leads to further investment in the
agriculture sector particularly focusing
on research and new and improved
technologies as well as in social security
in order to support the most vulnerable
gorta is working with local partners in
building their resilience to shocks by
creating safety nets as part of a coping
strategy
gorta is also bridging the gap between
agriculture research and smallholder farmers
We recognise the need to link research
with operations in the field and encourage
smallholder farmersrsquo access to training amp
information improved seed technology and
climate smart agriculture We adopt a model
of integrated community development which
promotes among others the safeguarding of
local biodiversity
gorta believes further
investment needs to be
made in strengthening
bull Research and innovation
bull Climate-smart agriculture
bull Improved seeds and farm management
techniques
bull Watershed management
bull Infrastructure marketing systems
extension and communication services
bull Market information and transparency
bull Protection of indigenous knowledge and
biodiversity
bull Food distribution systems food stocks
and reserves
bull Social safety nets
bull Small holder farmersrsquo active free and
meaningful participation in decision
making
Excessive fluctuations in commodity prices whether in situations
of price increases or price depressions create uncertainties for
farmers This affects decisions regarding agricultural investment
and as such has a long-term impact on world food security
The High Level Panel of Experts on Food Security and Nutrition of the
Committee on World Food Security July 2011
lsquolsquo
rsquorsquo
Brochure_WFDindd 6
12102011 111300
It is crucial to better understand our agricultural system and
it is imperative for research and development to start thinking
about new and sustainable approaches to improving the
quality safety and variety of food produced and consumed
around the world
Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International
Women selling grain at a marketplace
in Ghana
lsquolsquo
rsquorsquo
Brochure_WFDindd 7
12102011 111301
The issueldquoSmall import-dependent countries especially
in Africa were deeply affected by the food and
economic crises Some large countries were
able to insulate their markets from the crisis
through restrictive trade policies and protect
their consumers through safety nets However
trade insulation increased prices and volatility in
international marketsrdquo (FAO The State of Food
Insecurity in the World 2011)
The situation which brought about the 2011 food
price increase has some similarities to that which
led to the 20072008 global food crisis described
above during which FAO estimated that the
number of undernourished people increased
by 170 million in the period from 2007-2009
(FAO 2009) The situation was triggered by a
reduction in the levels of global grain stocks
higher oil prices increased financial investments
in agricultural commodities (WB and IMF 2011)
and an increase in international prices across
same According to the Committee on World
Food Security (CFS) High Level Panel of Experts
on Food Security and Nutrition (July 2011) since
2007 the volatility of food prices and the number
of countries effected by it has increased
The Food and Agriculture Organization of the
United Nations (FAO) publishes a monthly
Food Price Index which is viewed as a global
benchmark for food price trends and reports on
five food commodities cereals oilseeds sugar
dairy and meat According to it while global
food prices fell slightly in September 2011 due
largely to the global economic slowdown prices
across the five commodities remain high and are
still above those of 2010 (FAO 2011) The State
of Food Insecurity in the World 2011 an annual
global hunger report published jointly by FAO the
International Fund for Agricultural Development
(IFAD) and the World Food Programme (WFP)
predicts that high and volatile food prices will
persist with food importing countries especially
in Africa mostly at risk
Since the 20072008 price spike there has
been international recognition that investment
in agriculture at both micro and macro levels is
necessary to mitigate against further food price
volatility At the same time agriculture needs
to be viewed within a holistic multi-sectoral
framework Diversifying on-farm and off-farm
activities enables smallholder farmers to reduce
their risk and vulnerability to shocks Access to
market and commodity price information at the
right time remains critical for farmers in order for
them to plant accordingly
What are the factors involved
Among factors relating to food price volatility
are weather variability trade policies (including
export restrictions and bans) increasing oil
prices and the emergence of new financial
investors which are all likely to persist Each of
these highlights the urgent need to focus on
the drivers of food prices and to find long-term
sustainable solutions Other relevant elements
include the shift in the quality of demand for
foods that are more intensive in grains such as
meat and dairy the trade-off between grains
for food feed and biofuels population growth
ndash with figures set to rise to approximately 82
billion by 2030 (UN 2005) ndash and the reduction in
agriculture productivity All of these elements put
further pressure on an already under-invested
sector and on limited resources
Who is affected and how
Despite vast agricultural potential many African
countries are significant net food importers with
high food prices therefore having an immediate
impact on poor householdsrsquo purchasing
power and income share going to food With
approximately 60-80 percent of a householdrsquos
income spent on food any sudden and high
increase in food prices can result in severe
threats to food and nutrition security pushing
families deeper into poverty and hunger This
consequently impacts on their access to other
services such as health care and education
Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos
Farming Communities
Brochure_WFDindd 4
12102011 111259
A group of women hold up a bundle
of harvested ginger produce as part
of a Tanzanian Organic Agriculture
Movement initiative in Mnasi Tanzania
gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to
ginger production to breathe new life into previously struggling livelihoods Livelihoods in the
Korogwe District have dramatically improved since the intervention of gorta and TOAM with
the ginger crop last year outstripping the maize staple crop by four times Participants in the
programme can sell on their ginger harvests and with the proceeds are then able to invest in
other areas
TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining
a higher price and then informing them of the international market opportunities available for
the organic products TOAM also educates and trains the farmers to improve the quality of the
crop and gain certification so their produce will receive a fairer price
The gortaTOAM partnership provides expertise and training in ginger production helping
people in the local communities to become self-sufficient This in turn allows them to escape
poverty educate their children diversify their income into different farming areas and look
towards building a better life for themselves
Case Study Tanzanian Organic Agriculture Movement
Brochure_WFDindd 5
12102011 111259
Goretti Nakana sorts through her
crop of Irish potatoes Goretti is a
participant in the gortaEMESCO
programme in the Kibaale District
in Uganda which is currently being
implemented across 60 communities
and incorporates agriculture health
and water security
Brochure_WFDindd 2
12102011 111256
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo
capacity and capability to move towards the achievement of
prosperity ndash in this sense entrepreneurial development is key
Brochure_WFDindd 3
12102011 111259
SELECTED WORK - NON PROFIT
Annual Report 2010
Untitled-1 1
12082011 104455
About gorta 4
Foreward from the Chairman 6
CEos Message 8
Patron and Board Members 10
our Vision Mission and Values 12
Our Work ndash At Home 16
Hunger Secretariat and World
Food Day 18
Donor Engagement and
Communications 19
Fundraising 20
Networks 22
Stop Climate Chaos 24
International Alliance Against Hunger 25
Our Work ndash Overseas 26
Health 28
Education 30
Livelihoods 32
Water 34
Food 36
Accounts 38
Annual Financial statements 2010 40
cOntents
Photo caption to be placed
here Photo caption to be
placed here
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19
Our countries
Rosie Sambo Zagwa Million Dorothy Msonkho past
students of Bunda College of Agriculture Malawi
Rebecca Amukhoye of gorta speaks to particpants at the
Watershed Management Workshop in Mukono Uganda
Paticipants at the Watershed Management workshop in
Mukono Uganda
Pamela Nasimnu and William Keyah at the gorta funded
Baraka College Kenya
Uganda
bull Population 338
million
bull Life expectancy at
birth 541 years
Uganda has one of the highest
population growth rates in the world
with 26 living in chronic poverty As
one of Gortarsquos programme countries
since 1965 Uganda was designated as
a Gorta country of focus in 20078 The
elimination of poverty and hunger and the
creation of prosperous futures for the poorest
communities are part of Gortarsquos vision As
with each of our countries of focus Gorta
recognises that it is essential to work with
local district government officers and in line
with the National Development in order to
align their development efforts and to create
sustainable programmes that are owned by
the local communities Gortarsquos main focus in
Uganda has been on food security with an aim
to increase access to markets for smallholder
farmers while also working with local
partners on improving water and sanitation
and increasing awareness and access to
treatments of people living with HIVAids
Zambia
bullPopulation 132
million
bullLife expectancy at
birth 473 years
Decades of
economic decline
and neglect of
infrastructure
and services have
impacted heavily on
Zambiarsquos population of 115
million with 45 of the population ndash
52 million individuals ndash undernourished (FAo
2010) Gortarsquos involvement in Zambia has
been to five target areas where it is currently
working with local organisations on training
for beekeeping watershed management area
rehabilitation income generation and with
differently-abled groups
Kenya
bull Population 409 million
bull Life expectancy at birth 556 years
Kenyarsquos population is largely rural based
and rely on smallholder agriculture for their
livelihoods Unpredictable rainfall due to
climate change is having a significantly
negative effect on the food security status of
the country ndash droughts are on the rise placing
millions of Kenyans at risk of malnutrition
and starvation Gorta recognises the need
for training for smallholder farmers to adapt
their farming methods to a changing climate
Having been working in the country since the
mid-seventies and Kenya was designated as
a country of Gortarsquos focus in 20078 Gortarsquos
involvement was initially through small faith-
based organisations but recently we have
engaged with more strategic local partners
with the potential to scale-up and scale-out
Gortarsquos main area of work in Kenya is centred
on agricultural training and food security
through improved methods of agriculture
production
Malawi
bull Population 157 million
bull Life expectancy at birth 546 years
The Republic of Malawi is currently ranked
153 out of 169 on the Human Development
Index (2010) The majority of its population
of 123 million live below the poverty line
and about 83 of the people live in rural
areas with low access to basic health and
education services Agricultural production
is the mainstay of Malawirsquos economy
but landholdings are small leading to
encroachment on marginal lands and
increased erosion These conditions
combined with the high incidence of HIV
AIDS make the poor highly vulnerable
to effects of natural disasters and food
insecurity Gorta first began working in
Malawi in 2005 our focus of work is on water
and food security borehole rehabilitation
sanitation and hygiene irrigation schemes
exchange visits short training courses and the
promotion of self help groups
tanzania
bull Population 45 million
bull Life expectancy at birth 569 years
Climate change is already having an impact
on Tanzania and is likely to further affect
the country with increased temperatures
and lower rainfall which affects agriculture
forests water and coastal resources and
human health Tanzania became a country of
focus for Gorta in 2007 together with Kenya
Uganda Malawi and Zambia Since then
most of our programmes are concentrated
in the Northern regions of the country from
Lake Victoria to the Coast and include Mara
Arusha Manyara Kilimanjaro and Tanga
regions Gortarsquos programmes in Tanzania
focus specifically on maintaining and
improving forest conservation water security
projects and improving livelihoods through
income-generating schemes
ZAMBIA
UGANDA
Population and life expectancy statistics taken from the Human Development Report 2010
United Nations Development Programmes (UNDP)
KENYA
MALAWI
TANZANIA
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51
Financial Highlights 1 Where our money comes from
Donations and Fundraising
Income 5192
Trading Activities Income 936
Investment Income 596
Revenue based grants 178
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
2 How your money gets spent
Programmes Costs Including
Advocacy 7207
Costs of Generating Trading
Income 850
Governance Costs and
Currency Loss 42
Costs of Generating
Voluntary Income 1057
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
3 Breakdown of Fundraising
Income
Committed giving 4645
Legacies 159
Committee income 106
General donations 282
Gift in Kind 10
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
4 split of Grant Income by Donor
Irish Aid 150
Department of Agriculture
Fisheries and Food 19
Enterprise Ireland 975
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
5 split of Programmes spend
by country
Uganda 2276
Malawi 2053
Zambia 1109
Tanzania 710
Kenya 285
India 89
Haiti 52
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
6 split of Programmes spend by
thematic Area
Food Security 2407
Livelihoods 1927
Water and Sanitation 1247
Health 349
Education 295
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011
CASE STUDYTHE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience
The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope
The Hotel
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
Website
SELECTED WORKTopaz
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd
Testimonial
CASE STUDYWATERFORD AIRPORT
CASE STUDY - WATERFORD AIRPORT
Website
CASE STUDY - WATERFORD AIRPORT
Web Banners
CASE STUDY - WATERFORD AIRPORT
Facebook Marketing
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
SELECTED WORK - NON PROFIT
food prices brief
Brochure_WFDindd 1
12102011 111254
gortarsquos approach
In line with gortarsquos strategy and that of the
Irish Governmentrsquos Hunger Task Force we
recognise the important role smallholder
farmers play as part of the solution It is
essential that the current focus on price
volatility at both national and international
level leads to further investment in the
agriculture sector particularly focusing
on research and new and improved
technologies as well as in social security
in order to support the most vulnerable
gorta is working with local partners in
building their resilience to shocks by
creating safety nets as part of a coping
strategy
gorta is also bridging the gap between
agriculture research and smallholder farmers
We recognise the need to link research
with operations in the field and encourage
smallholder farmersrsquo access to training amp
information improved seed technology and
climate smart agriculture We adopt a model
of integrated community development which
promotes among others the safeguarding of
local biodiversity
gorta believes further
investment needs to be
made in strengthening
bull Research and innovation
bull Climate-smart agriculture
bull Improved seeds and farm management
techniques
bull Watershed management
bull Infrastructure marketing systems
extension and communication services
bull Market information and transparency
bull Protection of indigenous knowledge and
biodiversity
bull Food distribution systems food stocks
and reserves
bull Social safety nets
bull Small holder farmersrsquo active free and
meaningful participation in decision
making
Excessive fluctuations in commodity prices whether in situations
of price increases or price depressions create uncertainties for
farmers This affects decisions regarding agricultural investment
and as such has a long-term impact on world food security
The High Level Panel of Experts on Food Security and Nutrition of the
Committee on World Food Security July 2011
lsquolsquo
rsquorsquo
Brochure_WFDindd 6
12102011 111300
It is crucial to better understand our agricultural system and
it is imperative for research and development to start thinking
about new and sustainable approaches to improving the
quality safety and variety of food produced and consumed
around the world
Dr Jessica Fanzo Senior Scientist for Nutrition Bioversity International
Women selling grain at a marketplace
in Ghana
lsquolsquo
rsquorsquo
Brochure_WFDindd 7
12102011 111301
The issueldquoSmall import-dependent countries especially
in Africa were deeply affected by the food and
economic crises Some large countries were
able to insulate their markets from the crisis
through restrictive trade policies and protect
their consumers through safety nets However
trade insulation increased prices and volatility in
international marketsrdquo (FAO The State of Food
Insecurity in the World 2011)
The situation which brought about the 2011 food
price increase has some similarities to that which
led to the 20072008 global food crisis described
above during which FAO estimated that the
number of undernourished people increased
by 170 million in the period from 2007-2009
(FAO 2009) The situation was triggered by a
reduction in the levels of global grain stocks
higher oil prices increased financial investments
in agricultural commodities (WB and IMF 2011)
and an increase in international prices across
same According to the Committee on World
Food Security (CFS) High Level Panel of Experts
on Food Security and Nutrition (July 2011) since
2007 the volatility of food prices and the number
of countries effected by it has increased
The Food and Agriculture Organization of the
United Nations (FAO) publishes a monthly
Food Price Index which is viewed as a global
benchmark for food price trends and reports on
five food commodities cereals oilseeds sugar
dairy and meat According to it while global
food prices fell slightly in September 2011 due
largely to the global economic slowdown prices
across the five commodities remain high and are
still above those of 2010 (FAO 2011) The State
of Food Insecurity in the World 2011 an annual
global hunger report published jointly by FAO the
International Fund for Agricultural Development
(IFAD) and the World Food Programme (WFP)
predicts that high and volatile food prices will
persist with food importing countries especially
in Africa mostly at risk
Since the 20072008 price spike there has
been international recognition that investment
in agriculture at both micro and macro levels is
necessary to mitigate against further food price
volatility At the same time agriculture needs
to be viewed within a holistic multi-sectoral
framework Diversifying on-farm and off-farm
activities enables smallholder farmers to reduce
their risk and vulnerability to shocks Access to
market and commodity price information at the
right time remains critical for farmers in order for
them to plant accordingly
What are the factors involved
Among factors relating to food price volatility
are weather variability trade policies (including
export restrictions and bans) increasing oil
prices and the emergence of new financial
investors which are all likely to persist Each of
these highlights the urgent need to focus on
the drivers of food prices and to find long-term
sustainable solutions Other relevant elements
include the shift in the quality of demand for
foods that are more intensive in grains such as
meat and dairy the trade-off between grains
for food feed and biofuels population growth
ndash with figures set to rise to approximately 82
billion by 2030 (UN 2005) ndash and the reduction in
agriculture productivity All of these elements put
further pressure on an already under-invested
sector and on limited resources
Who is affected and how
Despite vast agricultural potential many African
countries are significant net food importers with
high food prices therefore having an immediate
impact on poor householdsrsquo purchasing
power and income share going to food With
approximately 60-80 percent of a householdrsquos
income spent on food any sudden and high
increase in food prices can result in severe
threats to food and nutrition security pushing
families deeper into poverty and hunger This
consequently impacts on their access to other
services such as health care and education
Food Prices From Crisis to StabilityBuilding the Resilience of Africarsquos
Farming Communities
Brochure_WFDindd 4
12102011 111259
A group of women hold up a bundle
of harvested ginger produce as part
of a Tanzanian Organic Agriculture
Movement initiative in Mnasi Tanzania
gorta and the Tanzanian Organic Agriculture Movement (TOAM) are helping farmers turn to
ginger production to breathe new life into previously struggling livelihoods Livelihoods in the
Korogwe District have dramatically improved since the intervention of gorta and TOAM with
the ginger crop last year outstripping the maize staple crop by four times Participants in the
programme can sell on their ginger harvests and with the proceeds are then able to invest in
other areas
TOAM takes action by allowing farmers to bundle and sell the ginger produce together gaining
a higher price and then informing them of the international market opportunities available for
the organic products TOAM also educates and trains the farmers to improve the quality of the
crop and gain certification so their produce will receive a fairer price
The gortaTOAM partnership provides expertise and training in ginger production helping
people in the local communities to become self-sufficient This in turn allows them to escape
poverty educate their children diversify their income into different farming areas and look
towards building a better life for themselves
Case Study Tanzanian Organic Agriculture Movement
Brochure_WFDindd 5
12102011 111259
Goretti Nakana sorts through her
crop of Irish potatoes Goretti is a
participant in the gortaEMESCO
programme in the Kibaale District
in Uganda which is currently being
implemented across 60 communities
and incorporates agriculture health
and water security
Brochure_WFDindd 2
12102011 111256
gortarsquos vision is a world where there is no hunger and where the
poorest communities have the means to create a prosperous
future for themselves and their children
As a non-governmental organisation (NGO) our approach to
development centres on enhancing local communitiesrsquo
capacity and capability to move towards the achievement of
prosperity ndash in this sense entrepreneurial development is key
Brochure_WFDindd 3
12102011 111259
SELECTED WORK - NON PROFIT
Annual Report 2010
Untitled-1 1
12082011 104455
About gorta 4
Foreward from the Chairman 6
CEos Message 8
Patron and Board Members 10
our Vision Mission and Values 12
Our Work ndash At Home 16
Hunger Secretariat and World
Food Day 18
Donor Engagement and
Communications 19
Fundraising 20
Networks 22
Stop Climate Chaos 24
International Alliance Against Hunger 25
Our Work ndash Overseas 26
Health 28
Education 30
Livelihoods 32
Water 34
Food 36
Accounts 38
Annual Financial statements 2010 40
cOntents
Photo caption to be placed
here Photo caption to be
placed here
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19
Our countries
Rosie Sambo Zagwa Million Dorothy Msonkho past
students of Bunda College of Agriculture Malawi
Rebecca Amukhoye of gorta speaks to particpants at the
Watershed Management Workshop in Mukono Uganda
Paticipants at the Watershed Management workshop in
Mukono Uganda
Pamela Nasimnu and William Keyah at the gorta funded
Baraka College Kenya
Uganda
bull Population 338
million
bull Life expectancy at
birth 541 years
Uganda has one of the highest
population growth rates in the world
with 26 living in chronic poverty As
one of Gortarsquos programme countries
since 1965 Uganda was designated as
a Gorta country of focus in 20078 The
elimination of poverty and hunger and the
creation of prosperous futures for the poorest
communities are part of Gortarsquos vision As
with each of our countries of focus Gorta
recognises that it is essential to work with
local district government officers and in line
with the National Development in order to
align their development efforts and to create
sustainable programmes that are owned by
the local communities Gortarsquos main focus in
Uganda has been on food security with an aim
to increase access to markets for smallholder
farmers while also working with local
partners on improving water and sanitation
and increasing awareness and access to
treatments of people living with HIVAids
Zambia
bullPopulation 132
million
bullLife expectancy at
birth 473 years
Decades of
economic decline
and neglect of
infrastructure
and services have
impacted heavily on
Zambiarsquos population of 115
million with 45 of the population ndash
52 million individuals ndash undernourished (FAo
2010) Gortarsquos involvement in Zambia has
been to five target areas where it is currently
working with local organisations on training
for beekeeping watershed management area
rehabilitation income generation and with
differently-abled groups
Kenya
bull Population 409 million
bull Life expectancy at birth 556 years
Kenyarsquos population is largely rural based
and rely on smallholder agriculture for their
livelihoods Unpredictable rainfall due to
climate change is having a significantly
negative effect on the food security status of
the country ndash droughts are on the rise placing
millions of Kenyans at risk of malnutrition
and starvation Gorta recognises the need
for training for smallholder farmers to adapt
their farming methods to a changing climate
Having been working in the country since the
mid-seventies and Kenya was designated as
a country of Gortarsquos focus in 20078 Gortarsquos
involvement was initially through small faith-
based organisations but recently we have
engaged with more strategic local partners
with the potential to scale-up and scale-out
Gortarsquos main area of work in Kenya is centred
on agricultural training and food security
through improved methods of agriculture
production
Malawi
bull Population 157 million
bull Life expectancy at birth 546 years
The Republic of Malawi is currently ranked
153 out of 169 on the Human Development
Index (2010) The majority of its population
of 123 million live below the poverty line
and about 83 of the people live in rural
areas with low access to basic health and
education services Agricultural production
is the mainstay of Malawirsquos economy
but landholdings are small leading to
encroachment on marginal lands and
increased erosion These conditions
combined with the high incidence of HIV
AIDS make the poor highly vulnerable
to effects of natural disasters and food
insecurity Gorta first began working in
Malawi in 2005 our focus of work is on water
and food security borehole rehabilitation
sanitation and hygiene irrigation schemes
exchange visits short training courses and the
promotion of self help groups
tanzania
bull Population 45 million
bull Life expectancy at birth 569 years
Climate change is already having an impact
on Tanzania and is likely to further affect
the country with increased temperatures
and lower rainfall which affects agriculture
forests water and coastal resources and
human health Tanzania became a country of
focus for Gorta in 2007 together with Kenya
Uganda Malawi and Zambia Since then
most of our programmes are concentrated
in the Northern regions of the country from
Lake Victoria to the Coast and include Mara
Arusha Manyara Kilimanjaro and Tanga
regions Gortarsquos programmes in Tanzania
focus specifically on maintaining and
improving forest conservation water security
projects and improving livelihoods through
income-generating schemes
ZAMBIA
UGANDA
Population and life expectancy statistics taken from the Human Development Report 2010
United Nations Development Programmes (UNDP)
KENYA
MALAWI
TANZANIA
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51
Financial Highlights 1 Where our money comes from
Donations and Fundraising
Income 5192
Trading Activities Income 936
Investment Income 596
Revenue based grants 178
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
2 How your money gets spent
Programmes Costs Including
Advocacy 7207
Costs of Generating Trading
Income 850
Governance Costs and
Currency Loss 42
Costs of Generating
Voluntary Income 1057
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
3 Breakdown of Fundraising
Income
Committed giving 4645
Legacies 159
Committee income 106
General donations 282
Gift in Kind 10
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
4 split of Grant Income by Donor
Irish Aid 150
Department of Agriculture
Fisheries and Food 19
Enterprise Ireland 975
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
5 split of Programmes spend
by country
Uganda 2276
Malawi 2053
Zambia 1109
Tanzania 710
Kenya 285
India 89
Haiti 52
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
6 split of Programmes spend by
thematic Area
Food Security 2407
Livelihoods 1927
Water and Sanitation 1247
Health 349
Education 295
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011
CASE STUDYTHE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience
The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope
The Hotel
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
Website
SELECTED WORKTopaz
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd
Testimonial
CASE STUDYWATERFORD AIRPORT
CASE STUDY - WATERFORD AIRPORT
Website
CASE STUDY - WATERFORD AIRPORT
Web Banners
CASE STUDY - WATERFORD AIRPORT
Facebook Marketing
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
SELECTED WORK - NON PROFIT
Annual Report 2010
Untitled-1 1
12082011 104455
About gorta 4
Foreward from the Chairman 6
CEos Message 8
Patron and Board Members 10
our Vision Mission and Values 12
Our Work ndash At Home 16
Hunger Secretariat and World
Food Day 18
Donor Engagement and
Communications 19
Fundraising 20
Networks 22
Stop Climate Chaos 24
International Alliance Against Hunger 25
Our Work ndash Overseas 26
Health 28
Education 30
Livelihoods 32
Water 34
Food 36
Accounts 38
Annual Financial statements 2010 40
cOntents
Photo caption to be placed
here Photo caption to be
placed here
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o18
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o19
Our countries
Rosie Sambo Zagwa Million Dorothy Msonkho past
students of Bunda College of Agriculture Malawi
Rebecca Amukhoye of gorta speaks to particpants at the
Watershed Management Workshop in Mukono Uganda
Paticipants at the Watershed Management workshop in
Mukono Uganda
Pamela Nasimnu and William Keyah at the gorta funded
Baraka College Kenya
Uganda
bull Population 338
million
bull Life expectancy at
birth 541 years
Uganda has one of the highest
population growth rates in the world
with 26 living in chronic poverty As
one of Gortarsquos programme countries
since 1965 Uganda was designated as
a Gorta country of focus in 20078 The
elimination of poverty and hunger and the
creation of prosperous futures for the poorest
communities are part of Gortarsquos vision As
with each of our countries of focus Gorta
recognises that it is essential to work with
local district government officers and in line
with the National Development in order to
align their development efforts and to create
sustainable programmes that are owned by
the local communities Gortarsquos main focus in
Uganda has been on food security with an aim
to increase access to markets for smallholder
farmers while also working with local
partners on improving water and sanitation
and increasing awareness and access to
treatments of people living with HIVAids
Zambia
bullPopulation 132
million
bullLife expectancy at
birth 473 years
Decades of
economic decline
and neglect of
infrastructure
and services have
impacted heavily on
Zambiarsquos population of 115
million with 45 of the population ndash
52 million individuals ndash undernourished (FAo
2010) Gortarsquos involvement in Zambia has
been to five target areas where it is currently
working with local organisations on training
for beekeeping watershed management area
rehabilitation income generation and with
differently-abled groups
Kenya
bull Population 409 million
bull Life expectancy at birth 556 years
Kenyarsquos population is largely rural based
and rely on smallholder agriculture for their
livelihoods Unpredictable rainfall due to
climate change is having a significantly
negative effect on the food security status of
the country ndash droughts are on the rise placing
millions of Kenyans at risk of malnutrition
and starvation Gorta recognises the need
for training for smallholder farmers to adapt
their farming methods to a changing climate
Having been working in the country since the
mid-seventies and Kenya was designated as
a country of Gortarsquos focus in 20078 Gortarsquos
involvement was initially through small faith-
based organisations but recently we have
engaged with more strategic local partners
with the potential to scale-up and scale-out
Gortarsquos main area of work in Kenya is centred
on agricultural training and food security
through improved methods of agriculture
production
Malawi
bull Population 157 million
bull Life expectancy at birth 546 years
The Republic of Malawi is currently ranked
153 out of 169 on the Human Development
Index (2010) The majority of its population
of 123 million live below the poverty line
and about 83 of the people live in rural
areas with low access to basic health and
education services Agricultural production
is the mainstay of Malawirsquos economy
but landholdings are small leading to
encroachment on marginal lands and
increased erosion These conditions
combined with the high incidence of HIV
AIDS make the poor highly vulnerable
to effects of natural disasters and food
insecurity Gorta first began working in
Malawi in 2005 our focus of work is on water
and food security borehole rehabilitation
sanitation and hygiene irrigation schemes
exchange visits short training courses and the
promotion of self help groups
tanzania
bull Population 45 million
bull Life expectancy at birth 569 years
Climate change is already having an impact
on Tanzania and is likely to further affect
the country with increased temperatures
and lower rainfall which affects agriculture
forests water and coastal resources and
human health Tanzania became a country of
focus for Gorta in 2007 together with Kenya
Uganda Malawi and Zambia Since then
most of our programmes are concentrated
in the Northern regions of the country from
Lake Victoria to the Coast and include Mara
Arusha Manyara Kilimanjaro and Tanga
regions Gortarsquos programmes in Tanzania
focus specifically on maintaining and
improving forest conservation water security
projects and improving livelihoods through
income-generating schemes
ZAMBIA
UGANDA
Population and life expectancy statistics taken from the Human Development Report 2010
United Nations Development Programmes (UNDP)
KENYA
MALAWI
TANZANIA
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o50
g o r t a ndash T h e F r e e d o m f r o m H u n g e r C o u n c i l o f I r e l a n d A n n u a l R e p o r t 2 0 1 0 o51
Financial Highlights 1 Where our money comes from
Donations and Fundraising
Income 5192
Trading Activities Income 936
Investment Income 596
Revenue based grants 178
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
2 How your money gets spent
Programmes Costs Including
Advocacy 7207
Costs of Generating Trading
Income 850
Governance Costs and
Currency Loss 42
Costs of Generating
Voluntary Income 1057
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
3 Breakdown of Fundraising
Income
Committed giving 4645
Legacies 159
Committee income 106
General donations 282
Gift in Kind 10
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
4 split of Grant Income by Donor
Irish Aid 150
Department of Agriculture
Fisheries and Food 19
Enterprise Ireland 975
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
5 split of Programmes spend
by country
Uganda 2276
Malawi 2053
Zambia 1109
Tanzania 710
Kenya 285
India 89
Haiti 52
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
6 split of Programmes spend by
thematic Area
Food Security 2407
Livelihoods 1927
Water and Sanitation 1247
Health 349
Education 295
75
1393
79
0 13
9
89
0 62 3
84
5 11
39
31
20
5
5
35
31
17
41
1
11
Finalist in the The Chartered Accountants Ireland [Leinster Society] Published Accounts Awards for 2011
CASE STUDYTHE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience
The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope
The Hotel
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
Website
SELECTED WORKTopaz
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd
Testimonial
CASE STUDYWATERFORD AIRPORT
CASE STUDY - WATERFORD AIRPORT
Website
CASE STUDY - WATERFORD AIRPORT
Web Banners
CASE STUDY - WATERFORD AIRPORT
Facebook Marketing
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
CASE STUDYTHE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience
The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope
The Hotel
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
Website
SELECTED WORKTopaz
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd
Testimonial
CASE STUDYWATERFORD AIRPORT
CASE STUDY - WATERFORD AIRPORT
Website
CASE STUDY - WATERFORD AIRPORT
Web Banners
CASE STUDY - WATERFORD AIRPORT
Facebook Marketing
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
CASE STUDY - THE CLIFF HOUSE HOTEL
The Cliff House Hotel is a newly built 39 bedroom boutique hotel which opened its doors in April 2008 The new hotel which replaced the original 80 year old hotel was built to a five star specification Despite being one of many newly built hotels joining an already busy marketplace The Cliff House Hotel is different in that it is opening in a unique location and in a county where there is little competition at the top end of the market Its ambition is to become one of Irelandrsquos stand out small hotels by offering excellent facilities and activities superb service and exquisite food in a dramatic setting ndash all in all a unique guest experience
The brief was as simple as it was challenging create a one-of-a-kind brochure for a one-of-a-kind hotel The brochure needed to reflect the essence of the Cliff House Hotel It was to be a miniature a printed replica of the hotel itself that could be given to potential clients to help in their decision making process The look style and feel of the brochure had also to translate into the hotelrsquos website They needed to work collectively to position the Cliff House Hotel as one of the countryrsquos leading small luxurious hotels The only design restriction was that the brochure needed to fit into a standard C4 envelope
The Hotel
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
Website
SELECTED WORKTopaz
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd
Testimonial
CASE STUDYWATERFORD AIRPORT
CASE STUDY - WATERFORD AIRPORT
Website
CASE STUDY - WATERFORD AIRPORT
Web Banners
CASE STUDY - WATERFORD AIRPORT
Facebook Marketing
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
Website
SELECTED WORKTopaz
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd
Testimonial
CASE STUDYWATERFORD AIRPORT
CASE STUDY - WATERFORD AIRPORT
Website
CASE STUDY - WATERFORD AIRPORT
Web Banners
CASE STUDY - WATERFORD AIRPORT
Facebook Marketing
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
Website
SELECTED WORKTopaz
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd
Testimonial
CASE STUDYWATERFORD AIRPORT
CASE STUDY - WATERFORD AIRPORT
Website
CASE STUDY - WATERFORD AIRPORT
Web Banners
CASE STUDY - WATERFORD AIRPORT
Facebook Marketing
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
Website
SELECTED WORKTopaz
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd
Testimonial
CASE STUDYWATERFORD AIRPORT
CASE STUDY - WATERFORD AIRPORT
Website
CASE STUDY - WATERFORD AIRPORT
Web Banners
CASE STUDY - WATERFORD AIRPORT
Facebook Marketing
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
CASE STUDY - THE CLIFF HOUSE HOTEL
CASE STUDY - THE CLIFF HOUSE HOTEL
Website
SELECTED WORKTopaz
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd
Testimonial
CASE STUDYWATERFORD AIRPORT
CASE STUDY - WATERFORD AIRPORT
Website
CASE STUDY - WATERFORD AIRPORT
Web Banners
CASE STUDY - WATERFORD AIRPORT
Facebook Marketing
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
CASE STUDY - THE CLIFF HOUSE HOTEL
Website
SELECTED WORKTopaz
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd
Testimonial
CASE STUDYWATERFORD AIRPORT
CASE STUDY - WATERFORD AIRPORT
Website
CASE STUDY - WATERFORD AIRPORT
Web Banners
CASE STUDY - WATERFORD AIRPORT
Facebook Marketing
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
SELECTED WORKTopaz
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd
Testimonial
CASE STUDYWATERFORD AIRPORT
CASE STUDY - WATERFORD AIRPORT
Website
CASE STUDY - WATERFORD AIRPORT
Web Banners
CASE STUDY - WATERFORD AIRPORT
Facebook Marketing
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd
Testimonial
CASE STUDYWATERFORD AIRPORT
CASE STUDY - WATERFORD AIRPORT
Website
CASE STUDY - WATERFORD AIRPORT
Web Banners
CASE STUDY - WATERFORD AIRPORT
Facebook Marketing
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
SELECTED WORK - RETAIL
SELECTED WORK - RETAIL
Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd
Testimonial
CASE STUDYWATERFORD AIRPORT
CASE STUDY - WATERFORD AIRPORT
Website
CASE STUDY - WATERFORD AIRPORT
Web Banners
CASE STUDY - WATERFORD AIRPORT
Facebook Marketing
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
SELECTED WORK - RETAIL
Colin and TOTEM were commissioned to design our 2011 calendar The annual calendar is an integral element of our customer offering and an important channel for our branding and customer messaging With very limited lead time and minimal briefing Colin intuitively understood our needs and created a calendar which exceeded all expectations Innovative creative functional and aesthetically pleasing the calendar is a major success both within our organisation and more importantly with our customers My appreciation is extended to Colin and his team for their dedication attention to detail and the extra lsquooutside of the boxrsquo ideas that are affecting our bottom lineLaura Murphy Commercial Marketing Coordinator Topaz Energy Ltd
Testimonial
CASE STUDYWATERFORD AIRPORT
CASE STUDY - WATERFORD AIRPORT
Website
CASE STUDY - WATERFORD AIRPORT
Web Banners
CASE STUDY - WATERFORD AIRPORT
Facebook Marketing
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
CASE STUDYWATERFORD AIRPORT
CASE STUDY - WATERFORD AIRPORT
Website
CASE STUDY - WATERFORD AIRPORT
Web Banners
CASE STUDY - WATERFORD AIRPORT
Facebook Marketing
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
CASE STUDY - WATERFORD AIRPORT
Website
CASE STUDY - WATERFORD AIRPORT
Web Banners
CASE STUDY - WATERFORD AIRPORT
Facebook Marketing
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
CASE STUDY - WATERFORD AIRPORT
Web Banners
CASE STUDY - WATERFORD AIRPORT
Facebook Marketing
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
CASE STUDY - WATERFORD AIRPORT
Facebook Marketing
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
CASE STUDY - WATERFORD AIRPORT
Billboards
WaterfordAirportie
Supportingtourism
Enablingbusiness
WaterfordAirportie
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
CASE STUDY - WATERFORD AIRPORT
Investment Brochure
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
CASE STUDY - WATERFORD AIRPORT
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
SELECTED WORKFlahavans
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
SELECTED WORK - FMCG
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
SELECTED WORK - FMCG
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
SELECTED WORKAsk Direct
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
SELECTED WORK - NON PROFIT
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
SELECTED WORK - NON PROFIT
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
CASE STUDYWHITE HOUSE IDENDITY amp WEBSITE
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
CASE STUDY - THE WHITE HOUSE
Client Background
The Design Brief
The White House is a teeth whitening service company with clinics in three locations Swords Galway and Dundrum It is established and successful with a strong online presence The
White House primarily offers a teeth whitening service however there are also whitening products available for purchase at the clinics
Develop a new logo and branding system to replace existing one Refresh web design and incorporate new brandBrand ObjectivesTo reflect the success of the company and of their services Strengthen the brand by creating a new professional creative logo and identity system that promote belief in the businessTo differentiate the brand by reposition the service away from the clinical dental feel that all service providers use while maintaining professionalism Move towards a ldquolifestylerdquo marketing approach ie whatrsquos nice in the experience of getting your teeth whitened with The White House and why having your teeth whitened will benefit your life and your happiness
The company aim to maintain the low cost high value nature of the service despite the lowering prices withing the competition The brand should aid this objective by positioning the White House as industry leadersWebsite ObjectivesTo modernise the design and improve the usability of the siteTo add further functionality to the site ie purchase vouchers products online etc To increase the of people who come to the site and purvey it as opposed to leaving itTo assist in the movement upwards of the current price point To communicate a change to the public
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
CASE STUDY - THE WHITE HOUSE
The SolutionHaving examined the clientrsquos competitors and completed an industry review a number of logo options were presented A character based logo was selected to be further developed This logo is playful memorable and positive The style of the illustration typography and colour scheme ensure that the logo remains professional
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
CASE STUDY - THE WHITE HOUSE
Supporting Materials
A suite of supporting materials were developed The colour scheme was broadened to pull the brand away from the more clinical style which dominates in the industry toward a more lifestyle oriented look and feel Stock photogaphy was carefully chosen of people in all age groups male and female
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
CASE STUDY - THE WHITE HOUSE
The WebsiteThe website was designed to further differentiate the client form his competitors with a bright colour scheme and a lifestyle emphasis The design features a contactbooking form on each page to maximise the potential from each visitor The navigation is limited to the top of the page and is very clear and easy to use Second level pages appear neatly on a drop panel under the main navigation The lsquosalesrsquo navigation items for gift vouhers products and contact are kept separate at the top of the page
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
CASE STUDY - THE WHITE HOUSE
Rather than blow our own trumpet about how successful this project was we will let you hear from our client Freddy Desmond
ldquoThe White House Teeth Whitening have been in business for three years and a lot of the our success so far has been due to our presence on the internet We had a site which was satisfactory and worked quite well however as we expanded and grew we needed to redesign our brand and website to keep up to date with our future vision for the company We looked at many web and brand designers went to many meetings and even contemplated getting the brand design and web done with separate companies but then we found TOTEMOnce we had our first meeting with the team at TOTEM we instantly knew that this was the company that understood our vision the best They really made a big effort to find out what we wanted even though we didnrsquot exactly know ourselves They created a brand that we are very proud of today and a website that is head and shoulders above the competition Because TOTEM did the branding and website the integration was seamless and it really was a
pleasure to work with all of the extremely professional staff there I have had many websites built before and it was as stressful as moving house Working with TOTEM was nothing like this they worked away with little of my input unless to make some key decisions and changeover to the new site was seamless and completed within the tight deadlineI am delighted with the standard of design and quality of our site and it didnrsquot come with a massive price tag like some other companies that we looked at Since our website went live it went from an 82 bounce rate to a 40 bounce rate with costumers spending an average of 3 minutes and 40 seconds compared to 53 seconds on the old site This is testament to the quality of our new website and our sales are up by 38 from this time last year with our old site Thank you TOTEM ndash 10 out of 10rdquoFreddy DesmondManaging Director The White House
Effectiveness
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
SELECTED WORKIDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
SELECTED WORK - IDENTITY DEVELOPMENT
Gold Award from Graphis The International Journal of Visual Communication
Graphis was first published in 1944 by Walter Herdeg in Zurich Switzerland In 1986 B Martin Pedersen relocated the headquarters to New York City Since its inception Graphis has upheld its reputation as the premier publication covering graphic communications worldwide and has been revered for its artistic presentation impeccable design and exemplary production qualities Global in scope Graphis is a compelling
record of the most significant and influential communication work being produced todayThe awards are a new Graphis initiative to give recognition to those artists who produce particularly outstanding workThe brand identity was also published in ldquoGraphis ndash Logo Design 7rdquo a comprehensive collection of the worldrsquos best logos from the previous eighteen months
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
SELECTED WORK - IDENTITY DEVELOPMENT
Protecting amp recovering mobile devices
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
SELECTED WORK - IDENTITY DEVELOPMENT
Irish Maritime and Energy Resource Cluster
Covered
Protect Recover amp Replace Mobile Devices
Covered
Covered LAPTOP
SMARTPHONE
MOBILE
Protect Recover amp Replace Mobile Devices
Protect Recover amp Replace Mobile Devices
IRELANDrsquoS SHOWCASE
IRELANDrsquoS SHOWCASE
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
SELECTED WORK - IDENTITY DEVELOPMENT
HORIZONTOMORROW BEGINS TODAY
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
SELECTED WORK - IDENTITY DEVELOPMENT
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
SELECTED WORK - IDENTITY DEVELOPMENT
FOOD FESTIVALDUNMORE EAST
FOOD FESTIVALDUNMORE EAST
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
SELECTED WORK - IDENTITY DEVELOPMENT
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814
w wwwtotemie
THANK YOU
The Brewery Fairlane Dungarvan Co Waterford t [058] 24832 f [058] 24814