These slides were presented at the Sustainable Brands London 2013 Conference, to view the associated video or listen to the audio of the presentation please visit www.sustainablebrands.com/digital_learning/behavior_change/re-programmming-fundamental-units-culture

2. By Julian Borra

3. Lighten Up!
Applying the Smarter, Lighter Living
approach to memes around UK Dream
work-streams:
• Culture & Style
• Wellbeing
• Living

4. Lighten Up!
• Reframe the conversation
• Drive engagement
• Reach the 85%!

5. Lighten Up!
UK Dream work-streams – Culture & Style
WORKSTREAM: Culture & Style
THEME: Disposable fashion – huge waste –
toxicity of self image – celebrity culture –
indentured workers – human rights
PLAY: The Dark Side of Fashion & The Ugly
World of beauty

7. Lighten Up!
UK Dream work-streams – Culture &
Style
WORKSTREAM: Living
THEME: Money & Finance – mortgage
crunch, running costs, energy hikes,
interest rises
PLAY: Free Your Mind Unclutter Your Life
and Lighten Up

8. Hands Up Who’s Up Up!
Lighten
For A Lighter Life?
UK Dream work-streams – Culture & Style
WORKSTREAM: Living
THEME: Heavy burdensome aspects of
everyday life – finance, mortgage crunch,
interest rates, household bills, running costs
PLAY: Free Your Mind, Unclutter your life
and Lighten Up
Issued By The Department Of Smarter Lighter Living

9. Lighten Up!
UK Dream work-streams – Culture & Style
WORKSTREAM: Well-being
THEME: Men’s Health
PLAY: A ‘manly’ allotment-flavoured
approach to self-checking and cancer
prevention
PLAY: Meat and Two Precious Veg