The Big Conversation is a collaborative effort between a network of emerging leaders who wish to create positive social change in Australia. The project aims to create change by initiating conversations about how communities can work together to ensure that our society reflects our shared values. A nation-wide online survey has recently been completed in collaboration with the Barrett Consulting Group, asking ordinary Australians what values were most important to them, how they see society and how they would like society to be in the future.
The survey found that people across Australia share the same or similar values. We value family and friends and place the common good of fellow citizens to be as important as our own self interest. Not surprisingly perhaps, we’d like to see those values reflected in our culture, placing caring for the elderly, disadvantaged and future generations above many other values. However, our perception is that society exhibits many limiting or negative values and is adversely impacted on by bureaucracy, crime and materialism.
The findings while not a surprise were interesting in their consistency and potential application, and are contained in a comprehensive report. The formidable document provides statistics and data that make fascinating reading for people working in the area but leave your average citizen’s head spinning with complex graphs and text heavy explanations. Sandy Blackburn-Wright, Head of Organisational Mentoring, Group Sustainability and Community Involvement (she’s a busy lady!) at Westpac and a founding member of the Big Conversation asked us to visualise the complex data sets in a way that would make it more accessible for the average person.
I love nothing better than an info graphic challenge with a social or ecological focus so I jumped at the chance to munch the data. Such gusto didn’t make it any easier as myself and the design team actually waded into the data soup on this project. In a word, it is complex! There are lots of layers to the data and differences in qualitative attributes within the three areas of the study for instance. We quickly realised that the Barrett System uses a relatively complex visualisation for a reason!
We explored many representations using a range of design techniques, including brainstorming with the Big Convo team, followed by some seriously intense synthesis and mapping sessions. At one point we even explored using a pure image based approach involving hot air balloons and smiley faces! Throughout the process we relied on the excellent Data Flow: Visualising Information in Graphic Design book for inspiration and i recommend the series highly to anyone working in this space.
The breakthrough moment came when we realised that while the qualitative data may be very different conceptually it could be grouped in one of four quadrants; Self Oriented Positive Social Values, Self Orientated Negative Social Values, Common Good Positive Social Values or Common Good Negative Social Values (although none fell into this last category – perhaps because few values that are for the common good of all come from a negative mindset).
Once we established this framework, the wedge design started to emerge as it provided a visual framework on which to compare the personal, current and desired societal values of Australians. The Big Conversation has now incorporated our work into their materials as they travel around the country sharing the findings and exploring its application for social change.
