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Winner - Silver
Designer: Sophie Everett - Designer
Design Type: Annual Report 2011
We know that people don’t always have the time to read annual reports cover to cover. Many people will only flick through the pages, or skim the headline information. But with an issue like ours, we need to make sure we get people’s attention – starting before they open the first page. Presented in one of three distinct folders, Transparency International’s 2011 Annual Report has three eye-catching covers, each designed to speak directly to one of our three key audiences – government, civil society or business. Using three bold colours, each statement encourages the reader to imagine their world free of corruption. Speaking out loudly on corruption is at the heart of Transparency International’s global strategy: visually and editorially, our 2011 Annual Report embodies our collective direction. The aim is to make the effects of corruption real and relevant for everyone. It’s easy to imagine that corruption is limited to crooked politicians and murky business deals. To see it as inevitable, or something that happens elsewhere. But it isn’t. From climate change to access to information, judiciary to business, the report breaks down preconceptions with a series of statements that strip corruption down to the fundamentals: Corruption picks on the weakest. Corruption believes in privileges, not rights. Corruption doesn’t think about tomorrow. The report records the activities of a global movement with a presence in more than 100 countries around the world, looking at 10 different areas of corruption. By presenting information in terms of problems and solutions, we help readers negotiate the range of complex issues under discussion. Using teasers and pull-out quotes, we guide them through the wealth of information, ensuring those flicking through the report find the information that is most interesting and relevant to them. We also created a suite of complementary materials, from a concertina brochure of true stories showing the human cost of corruption, to a fold-out poster visualising our headline research. The varied package invites the reader to explore and engage with the information, and allows us to customise the final package, removing or adding materials to present a folder that is specially tailored to the reader. We succeeded in attracting attention. It has been our most-viewed, most-read, most-widely distributed report to date.