Written in 1963 and published in 1964 by Ken Garland along with 20 other designers, photographers, and students, the manifesto was a reaction to the staunch society of 1960s Britain and called for a return to a humanist aspect of design.
It lashed out against the fast-paced and often trivial productions of mainstream advertising, calling them trivial and time-consuming. Its solution was to focus design efforts on education and public service tasks that promoted the betterment of society.
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