Change the word, change the world

Alice Werrell Insight: When people think of Tipp-ex they think of the removal of mistakes, but not what is left in its place Proposition: Change the word, change the world. Prints: These copy-based ads illustrate controversial opinions held by some members of our society. I have used Tipp-ex to challenge those opinions changing the narrative and consequently changing the way we should view the world. The ads focus on issues such as racism, sexism, ageism, classist views as well as body image. The media that I have written the copy onto has relevance to each individual topic discussed. As Tipp-ex is an analogue media, I focused on print as my main touchpoint. I decided to position these ads in locations with vast exposure to the population such as billboards, adshells, posters and cross tracks (48 sheets) I also made a 15 second YouTube ad which can double up as a 15 second TV indent. They consist of anagrams which when you scramble the words, produce new words with different meanings which are apt for challenging the status quo once again, changing the world. Finally, the installation of a life-size Tipp-ex Bottle outside 10 Downing street serves as an experiential form of advertising challenging our very own Prime minister to change the world buy erasing his mistakes with the supplied correctional fluid.