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p a c k s a b o u t h e a lth y e a t in g . T h e e x t e n t t o w h ic h d e s ig n e r s a r e r e q u ir e d to

s it e s , r e c y c l ing c a m

p a ig n s , c a m

p a ig n s a g a in s t k n ife c r im e a n d in fo r m a t io n

p a ig n s a im e d a t e n c o u r a g in g c h ild r e n to w a lk t o s c h o o l, v a r i o u s h e a l t h w e b-

p r a c tic e ( s e e H ill a n d J u lie r , i n t h i s v o l u m e ), o t h e r s i n c l u d e p

r o m o t i o n a l c a m-

C o u n c il a n d fo c u s e d p r im a r ily o n s e r v ic e s , i s c o n s i d e r e d t o b e a m o d e l o f b e s t

W h ile th e D e s ig n o f th e T rm e s ( D o t t 0 7 ) p r o g r a m m e , l e d b y t h e U K D e s i gn

D e s ig n p r o je c t s u n d e r ta k e n w it h in th is n e w s y s te m a r e m a n y a n d v a ri e d .

c r e a t iv e in d u s t r i e s .

e ip a l d r iv e r s o f v a r io u s k in d s o f a u d it in g a n d m e a s u r e m e n t p r a c t ic e w ith in th e

b e s e e n a s r e s p o n s ib le in t h e ir u s e o f p u b lic m o n e y h a s b e e n o n e o f th e p r in-

(B e v ir a n d T r e n t m a n n 2 0 0 7 : 2 ) , a n d t h e n e e d f o r p u b l i c s e c t o r i n s t i t u t i o n s t o

a c c o u n t a b ility a n d th e m e c h a n is m s t h r o u g h w h ic h th is m ig h t b e a c h ie v e d

a c to r s h a s , a s I h a v e n o t e d i n t h e p r e v i o u s s e c t i o n , l e d t o c o n c e r n s a b o u t

e f Fe c t iv e n e s s a n d o u t c o m e s . T h e o u ts o u r c in g o f p u b lic s e r v i c e s t o n o n -

s ta te

a w a r d in g c o n t r a c t s in t h is a r e a is th a t th e y m u s t in c lu d e w a y s o f m e a s u r in g

g o v e r n m e n t e m p lo y e e s , b u t o n e o f t h e m o r e f u n d a m e n t a l c o n c e r n s i n

in c lu d e th e r e q u ir e m e n t th a t d e s ig n a g e n c ie s p r o v id e'

c ap

a c i ty

b u ild in g

'

fo r

w e s h a ll s e e in th e fo llo w in g s e c t io n , ge t t i n

g go o d v a l u e f o r m o n e

y m a

y n o w

v is io n'

a n d c u ltiv a t e in t e r e s t fr o m p r iv a t e a n d v o lu n t a r y s e c t o r p r o v id e r s . A s

(M a n in 2 0 0 2 : 1 3 1 ) a n d in s is t in g th a t th e y p r o m o t e a'

m ix e d e c o n o m y o f p r o -

e r in g s e r v ic e s d ir e c t ly w h e r e'

o t h e r m o r e e f fic ie n t m e a n s a r e a v a ila b le'

'

c o n t in u o u s im p r o v e m e n t'

in s e r v ic e d e liv e r y , pr o h i b itin g th e m fr o m d e liv -

g u id a n c e s in c e 1 9 9 7 h a s im p o s e d o n lo c a l a u th o r i t ie s a le g a l d u ty t o s e c u r e

in th e p r o v is io n o f s e r v ic e s . T h e in t r o d u c tio n o f'

B e s t V a lu e'

le g is la tio n a n d

a ls o b e c a u s e o f a n id e o lo g ic a l c o m m it m e n t t o e f fic ie n c y , m a r k e t s a n d c h o ic e

e x p e F t is e -

e ith e r n u m e r ic a lly o r in t e r m s o f s k ills - to d o th is w o r k itscl b u t

s u c h in s ti tu tio n s , i n p

a r t b e c a u s e g o v e r n m e n t d o e s n o t h a v e s u f fic ie n t s ta ff o r

T h is n e w e m p h a s is h a s lc d t o a h ig h e r v o lu m e o f w o r k b e in g a v a ila b le to

a s b r a n d in g .

m u n ic a t io n b o r r o w e d fr o m th e m o r e c o m m e r c ia l s id e s o f g r a p h ic d e s ig n , s u c H

a n d N e w m a n 2 0 0 7 ) , a n d a p

a r t i c u l a r e mp

h a s i s o n f o r m s o r m o d e l s n f c o m -

m u n ic a tio n s d e s ig n in e d u c a t in g a n d in fo r m in g

'

c itiz e n -

c o n s u m e r s

'

(C la r k e

(2 0 0 3 ) . T h e r e is , i n o t h e r w o r d s , a h e ig h te n e d e m p h a s is o n th c w o r k u r c o m -

is lo n g g o n e , a n d h a s b e e n r e p la c e d w ith m o r e s o p h is t ic a t e d c a m p a ig n s'

2 0 0 3 : 7 ) , n o t i ng

th a t'

S tr a ig h tf o r w a r d a d v e r tis in g a s in fo r m a t io n p r o v jx iu n .

n e e d to c r e a t e a n id e n t ity t h a t r e s o n a t e s w it h t h e c o n s u m e r'

(C o llin s c t a ] ,

e x a m p le , pa id e x p lic it a tte n ti{tn t u

'

t h c g r o w in g fo c u s o n"

h r a n d"

, a n d th c

c o m m u n ic a t io n s . A 2 0 0 3 I) c m o s /G r e e n A llia n c e r e p o r t f o r D e ir a , tb r

in a l) . Y e t s u c h d o c u m e n t s a r e o f te n h ig h ly c o n t e m p o r a r y in t h e ir a p p r o a c h tn

th r o u g h th e c la s s ic a l a r ts o f r h e to n c'

(M a lp a s s e t a l . 2 0 0 6 : 7 , emphaxi in n r jg-

in flu e n c in g'

a n d s e c a m lc tit r government in'

in flu e n c in g b e h a v io u r

2 8 D e s ig n a n d C re a t iv ity

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