The creative campaign featured the stories of ordinary people with ingenious ideas. Each piece ended with the provoking line: 'What can your creativity do'. This particular piece was a poster with light-sensitive ink. In low-light conditions it revealed the story of William Kamkwamba, from Malawi, who built a wind turbine out of scrap parts, which enabled him to be able to read at night. The handicap of darkness faced by Kamkwamba and millions of others was made significantly apparent with this poster, and his subsequent triumph over adversity, all the more real. These A1 posters were sent out to large corporates and creative companies.

The Design Indaba 2009 conference and simulcast was sold out 2 weeks in advance. The magazine was handed out to delegates at the sell-out Design Indaba conference where favourable response to the cover was noted. We await further feedback from CIPRO on the number of postcards received.