The power of technology used for good

June 2018
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The power of technology used for good

Growing up in an era where media and technology are taking over can be hard sometimes. And it can be even scary now that we are entering this ‘robot era’. These days I have been seeing lots of videos showing how new technology is being used by different types of brands. Media and advertising have been around for many years now and the more technology seems to evolve, the more it surrounds all of us with information. And that’s not necessarily a bad thing. It only makes me wonder about the new culture we are creating. That’s why the content and images brands and people share are so important.

It is becoming easier to access information however we start losing a sense of what’s ‘real’ and what’s not. On the other hand, technologies like smartphones and Instagram have made it easy for brands to have a higher impact on people and at a larger scale, as well as facilitating the creation of patterns on society. Yes, the images we put out there have a great power. And as a creator I like to think about what type of images and content I’m putting out there, with whatever I’m doing.

That’s why I have been looking at some brands and projects that have been doing some amazing work in creating good content and branding that would have a good impact and/or show a bit more of reality.

Pantys 

Clothing brands and magazine for years have created this image of what would be the ‘perfect body’ and brands are always making you think you are not enough or you need to change. In this same context, for years women struggled with their periods and feeling unsexy. Pantys is a a new underwear brand based in Brazil that absorbs your period and they have just recently created as well breastfeeding bras, that would absorb the milk. What really interests me about this brand is the different type of art direction and the way they transform being on your period into something that’s no longer taboo and even kind of no big deal. Using technology in their favour their main way of connecting with people and making brand awareness is through Instagram.

Kopernik 

It’s a non-for-profit brand created in order to find and discuss new ways to reduce poverty by experimenting with potential solutions that address common challenges facing people living in the last mile. I was in one of their conferences in Bali and I was really impressed by the different type of solutions. A machine that recycles plastic and would make able creating new products from it? Amazing. I was also amazed by the fact that everything is created in collaboration with or for people in less-developed countries by distributing low-cost technology. It is an amazing way of using tech knowledge for good.

Zero waste 

I find it’s a challenge to have a sustainable lifestyle although I really want to. Sometimes social, political, economic and geographical circumstances make living a sustainable life harder. I have recently found this project on Instagram that aims to produce content regarding sustainability and helping us to change small habits in order to have zero waste. It’s a mix of different things like products, recipes, ways of thinking about sustainability. Every person that follows them has the opportunity to rethink their ways of living and be approached on social media in a very creative way.

When accessing information is so easy in a technological world, it is great to be able to access information that makes us feel grounded and show us a bit of reality as well as giving us empowering, social lessons. I like, when I can, to choose the type of content I’ll look at. And as a creative I find it important to be exposed to those who use their tech power to connect with people for good and get inspired by them. Those brands remind me of good use of design, advertising and technology in this media and ‘robot era’ and make me remember the values I would like to keep.

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PRETTY NEAT

+61 407 197 500
HEY@PRETTYNEAT.COM.AU

4 BRUNSWICK PLACE
FITZROY VIC 3065