Design a red line, designer red line

In the crowded arrivals hall of Geneva airport, there is a very bright, straight, red line embedded in the floor. It is at the cusp of two floor areas: dark wood panels at the exit for arriving passengers, and light stone for the greeters. It has replaced the steel barriers installed decades ago.

Was this, we asked the airport building manager, to separate the two groups? “Absolutely, but it took us a while to persuade the architects. We won that bet, and now almost everyone respects it”. Not quite – and that was our point. After much filming, we confirmed that those greeters who stayed behind the red line seemed to be locals. Namely, those who live in a society with almost one thousand years of pretty heavy rules for social conformity. And visitors from Foreign Isles and Elsewhere? They didn’t notice the line at all. You’ll see it soon in our video on social marketing. Merci, Monsieur l’Aeroport.

No more sitting on the hedge in The Hague

Leading World Water Day 2013 is a high-level meeting in The Hague, long home to global core values and initiatives, including 300in6 — and today to our videos.

Fed by inputs from across the organs of world society, the meeting risks the repetition of old messages under new words: of exhortation and instructions to others. That’s the tired old-business as usual: you must, they should, let’s cooperate.
Let’s hope that all parties simply say “We shall”. And do.

As the sun sets over a briskly cool The Hague on 22 March, today’s leadership will be walked out of the conference building by that of tomorrow, as today’s school kids conclude their impressive Walk for Water. A picture that speaks a million words, and almost one billion new consumers, and three billion re-assured ones, of safe water.

Walk on, with hope in your hearts.


Up until now, we haven’t had an international scheme to evaluate the performance of these products on the basis of which we can make recommendations to governments. And to UN agencies. Now we have.

Scaling up access to safe water