Having the ideal job: How to earn a living by teaching others how to live better

A decade ago, searching the job market was all about the bottom line: money. People would stick to the traditional route of punching in and out for eight hours of drudgery a day to climb the corporate world. Now, more and more gutsy yuppies are checking out of these “I’d rather be dead” jobs for a new bottom line: happiness by making a difference. This is because under every pile of blah-blah-blah reports is a socially hungry employee asking, “What’s the point?” We all get to this point one way or another. Unfortunately, reality asserts itself into our lives in the form of bills, bills and more bills that make us realize we need to do our blah-blah-blah reports again.

Thus, it was morally invigorating to attend the talk by the advertising agency Ideals called “Design to Make A Difference” in Cafe Isla, Serendra last October 23. The event featured six speakers in creative fields who were driven and designed to make a difference through their advocacy work. They all have their causes, ranging from vegetarianism to preserving the Cordillera heritage, which you may agree or disagree with. However, you have to admit that these people have found the happy middle path — balancing money and conscience, as succinctly put by Rocky Sanchez from the agency Campaigns Social Response. The night definitely made a difference in my life as I was able to pick up some ideas to stir up things in my own field. Hence, I would like to share three points from the 60 minutes that made my 24 hours.

Design difference 1: Find people who share the same ideals

Art Director of Harrisons Communication Dan Matutina founded the advocacy advertising agency Ideals with other UP Fine Art graduates who knew that the world was in trouble. The Ideals team is composed of only five creative superstars (Berns, Rhea, Dang, Yelle and Dan himself). Yet they are able tackle monster clients such as Coke (as seen with the speak-out shirt above), ADB, and Caritas Manila because of their mighty bond and rapport as I saw on the night itself. Thus, it was no surprise for this Ideal team to produce, direct and even do the voices for an upcoming cartoon for the Environment. All I saw was smiles and no sweat.

Rocky Sanchez, like Dan, works with an advocacy advertising agency called Campaigns Social Response, a branch of Campaigns and Grey Philippines. She was able to find cause-oriented people in her bosses at Campaigns and Grey. Because of that, she was able to branch out from clients such as Joy Dishwashing Liquid. Although her old projects may clean the household or your hair, she found her true calling was cleaning up the grime in society through new clients such as Haribon Philippines for Animal rights and Volunteers for Clean Elections.

Design Difference 2: Simplify

For Cultural Center of the Philippines Photography Awardee Tommy Hafalla, creating change is not about noisy protest. His snapshots of Cordillera culture have drawn in viewers, letting them know more about these indigenous tribes living in the bundoks of Benguet, Mountain Province, Ifugao, Kalinga and Apayao. As a native of the region, he visually educates people through his photographs that tell factual stories such as the importance of tattoos in the tribe. This is because he believes that his region’s culture is often misinterpreted by foreigners and fellow Filipinos who lampoon the richness of his people’s lives due to lack of research and mental laziness. 

Renowned film director Erik Matti delivers and educates through 30 seconds that are disruptive and entertaining. Last year, he made insightful TV ads to teach viewers to vote wisely through showing the meticulous job interview of a janitor. The ad ends with the tagline “Sana ganito rin tayo kapili sa pagboto ng presidente.” During his talk, Erik also featured other “vote wisely” TVC ads depicting people sharing gross personal items such as chewed bubble gum, snotty tissue paper, and a used toothbrush to bring home the point “Di Yan Dapat Ipagamit sa Iba, Gaya ng Boto Mo.”

Design Difference 3: Don’t be preachy

Fara Manuel, graphic designer for NGOs such as Haring Ibon, PETA, PAWS, and Greenpeace is a lean and green fighting vegetarian. In the beginning, as a UP Fine Arts student, Fara did some gory photo presentations of slaughtered pigs to make people see the greener side. As she grew older, her style changed to cuter designs to win people’s hearts and minds. An example is her lighthearted storybook called Si Maki at ang Munting baka that aims to teach kids about the horrors of fast food. Another is her adorable tree-hugger T-shirts as shown above for green advocacy.

Architect Dan Lichauco from the firm Archion Associates is rather discreet when talking about green architecture with clients. He’d rather deliver his advocacy for cost-efficient buildings that are energy efficient with his designs for clients such as Medical City and Ateneo Medical School. During his talk, he showed how constructing walkways and such can make schools and offices cooler by channeling the wind in the right direction, using less air-con. As you see, getting people onboard with your cause can be all about speaking the right language.