23rd March 2011, 01:40 PM
A Campaign Name
I am sorry, I hate rebranding- it's Marathon not Snickers and the Dome not the O2, but we must play the Ad agency game.
We need something which is catchy, is not affiliated to anyone else in the sector and would appeal to a wider audience and there are issues with existing names. That is not to denigrate those organisations in any way but Google "The Stockport Group" and you get a Recycling Project, put in IfA and you get Independent Financial Advisers, while my teenage son says CBA in texting suggests you are not interested in doing much at all, the first two words being "Can't be ..." and the third word at least rhymes with Past. No one's fault, but an accident of history, popular culture and language.
I did suggest "Mortimer" or a variation on it alluding to Sir Mortimer Wheeler as that has...
Put it this way- which is the more direct and personal message. "WXYZ says...", " or "Mortimer says... "
Our branding must make people want to look twice, if only to say "what the XXXX is Mortimer." If they do that we have their attention.
We also need to have this branded quickly in order to start building recognition.
*You might rightly observe there are possible issues over using the name and image of a real person. My understanding is this. The name is just that- a name and names cannot be copyrighted. As Sir Mortimer died in 1976 he cannot be libelled or defamed under English Law [not that we would] and as we are posing a questions in our own right as a group and clearly not suggesting he is endorsing our campaign or passing on instructions from beyond the grave, in legal terms "passing off" so we should be OK legally there too. There is a marginal issue over using his image- English Law has no specific right to control ones image, especially after death unless it is copyrighted by contract by the deceased persons estate, so it would depend on from where an image was derived from as usual copyright would apply i.e. An original caricature would be copyright the artist. A photograph would need to be licenced from the copyright holder unless it was in the public domain. Technically if we were to use the quote I close the manifesto with on, for example, a T-shirt, that would also need permission and be credited on the item as it is from a literary work which was published in 1955 and therefore remains in copyright until 75 years after his death.
As it can be argued we are honouring his name on a not for profit venture in the public interest, in legal terms the question is "Where's the harm?" [to his name and reputation] and there is none.
However, as a courtesy it would be good to contact the Wheeler estate to let them know what we are doing and to seek permission to use the image and quote. If we go down this name route can any colleagues at UCL or who are FSA's help here with a contact or an image they hold the rights to which we could use- support in kind?
Website and Social Media
Effective use of these are essential. We need...
A simple uncluttered site with a few basic sections and an easy to remember and quote web address is required- not difficult.
The Sections on the site would be limited to...
Home - Campaigns- About Us- Blog- Donate-
That is it. Everything else can be constructed and linked under those headings.
Also a Facebook Page and Twitter Feed.
We would need volunteer moderators but the content would be primarily member driven.
A One Liner
This goes with the above- we need a slogan[s] to encapsulate the campaign and use as attention grabbers...
Suggestions so far include...
More seriously I don't know if the Mather family would allow this, but over a photograph of Pvt Alan Mather, "Archaeologists gave me back my name." would hit hard.
NB: For those who don't know Alan Mather was the Australian soldier who was identified thanks to the work of the Plugstreet Project and that work encapsulates both the professionalism we aspire to and the use of professional resources which are not available to volunteers and local groups, but within the context of a project which draws its personnel from both professional and vocational archaeologists, from several nationalities and is both accessible and accountable.
Boots on the ground
This will not work unless there is a strong regional presence to drive the initiative forward and engage with the media and political system at all levels in the regions. But we need to set it up quickly and cheaply.
All the principle national archaeological players, CBA/YAC, IfA, RESCUE, Battlefields Trust, and interested parties like the NCMD have some form of regional presence. The proposal is to use this as the basis for regional "Mortimer Groups" across the UK who would coordinate local campaigns and publicity. These groups would also be set up to include representation from the contracting units, the University's and the education sector including YAC and most important of all the local Societies and other environmental interest groups such as local wildlife groups, RSPB FotE etc etc. The idea is to foster broad local support across the those active on environmental issues. We help them, they help us.
The Pitch
Of course none of this is any use without something to sell. He is a first draft "manifesto" for want of a better word. I hope it contains the thoughts and ideas which have been shared in the discussion thread and other forums please feel free to comment and suggest new concepts or wordings...
STARTS
Archaeology has never been more popular.
Today you can watch archaeology and history on television 24/7, often on dedicated Channels. In fact research in 2007 found that a fifth of the population watched at least one and often more heritage themed programmes per week.
That has to be because archaeology starts to answer those most basic questions. Who am I and where do I come from?
The fact that archaeology does this using a unique combination of human canniness, teamwork and dexterity, coupled with high tech science means it is like the best kind of Police procedural thriller where we are all ordinary heroes; all at the centre of the investigation and we are never quite sure of the ending which it is in our power to discover.
Archaeologists can look for answers to the big questions like how diseases developed and how we have developed as a species. But by looking at your DNA we can also allow you to meet your own ancestors and discover where your family came from. By looking at the strontium in a skeletons teeth we can even tell where that person grew up. Archaeologists help preserve buildings which are important to the community. Forensic Archaeologists help solve appalling crimes and keep you safe. In the military training areas archaeologists even help maintain the environment which helps our armed forces learn how to stay alive in a war zone. While those who died in war zones almost a century ago can be given back their name and identity and be returned to their families, by archaeologists.
Most important of all, the work of archaeologists brings people of all ages and backgrounds into conversation with our ancestors and each other, in the landscape our ancestors built, which we live in and hope to pass on to the people who follow us.
As part of that conversation, every year millions of us visit heritage sites and museums, take part in themed festivals and living history events, attend talks and walks, go metal detecting and report finds to the Portable Antiquities Scheme and best of all, take part in excavations organised by local Units, Museums and Societies, all of which rely on the skills and commitment of archaeologists.
But all the people you see on TV; those who protect and bring to life the castles, stately homes and cathedrals we visit; those who identify the finds and look after the museums, those who lead the walks and support the excavations are only able to be there because, full time or part time, paid or un-paid, they were offered the opportunity to become passionate about archaeology and obtained the training in the class-room and in the field to do archaeology properly and effectively.
Today that opportunity to contribute to the conversation and make our communities and environment a better, richer place to live is under threat and could be denied to our children.
It does not need to be like this and that is why we created "Mortimer."
MORTIMER'S MANIFESTO
"Mortimer" is the campaigning mouthpiece for the whole community of UK Archaeologists and is named in honour of the great pioneer of popular, public archaeology, and TV Personality of the Year two years running, Sir Mortimer Wheeler.
Mortimer is not affiliated to any political party, commercial company or existing archaeological organisation. It is membership led and volunteer driven and has two simple aims...
Like Sir Mortimer, we believe that, at root, archaeology is about digging up people. People as individuals, their lives and their influence on the landscape we all inhabit. Because archaeology is everywhere around us we also believe that everyone who takes part in this activity and who is passionate about it, is an archaeologist and deserves a voice as a member of that community. Mortimer is that voice.
Mortimer values professional skills and experience and because of that we we will campaign for the proper resources which are required to research and conserve the past; but we believe that archaeology must also include those within who's communities that archaeology takes place. That is why we also believe that archaeology is best done as a sustainable partnership between professionals in the Universities, Local Authorities and Archaeological Units who are daily recording and saving information about the past for the future and the archaeologists who take part for love of the challenge of finding out how their own communities came to be.
Finally, and most importantly we do not see archaeology in isolation. We set out to work with the wider community of inquisitive, interested, committed people of all ages and backgrounds, who care about their environment and the natural and historic treasures which make it up.
The Historic Environment and the Natural Environment are one thing- The Environment. It belongs to all of us and we are all responsible for its care and for handing it on to our successors in better condition than we found it.
Mortimer will tell you about the good things archaeology does in the community everyday all over the United Kingdom and campaign with like minded organisations to ensure there is archaeology there for you to see, enjoy and take part in.
In return, if you are passionate about archaeology tell Mortimer why.
More importantly tell your friends, your local press and your local councillors and MP's whatever their party affiliation.
DRAFT ENDS
As I said- it is only a draft. Please feel free to comment.
Timetable
Now- 28 March: Draft the Manifesto- online discussions
During W/C 28 March: Turn our online discussion into a public Launch Manifesto and Web Site
April 2: 14.00 Woking: Open Meeting to discuss the initiative after the RESCUE AGM. People will be asked to adopt the Manifesto and begin campaigning under the banner.
ASAP: Regional Meetings to begin setting up "Mortimer Groups."
Spring Summer: Introduce ourselves- Seek a Delegation to Parliament with all archaeological groups represented under the "Mortimer" banner.
FYI We have been offered a Stand alone Website with an interested colleague generously offering to pay the start up costs but we need a name for this.
NB To accept donations we would also need a bank account which can be properly managed and audited. This might be an opportunity for support in kind for an existing organisation as long as the arms length principle was maintained.
I know there is a lot here and not much time in busy schedules so your thoughts and input are as always appreciated.
Andy Brockman
I am sorry, I hate rebranding- it's Marathon not Snickers and the Dome not the O2, but we must play the Ad agency game.
We need something which is catchy, is not affiliated to anyone else in the sector and would appeal to a wider audience and there are issues with existing names. That is not to denigrate those organisations in any way but Google "The Stockport Group" and you get a Recycling Project, put in IfA and you get Independent Financial Advisers, while my teenage son says CBA in texting suggests you are not interested in doing much at all, the first two words being "Can't be ..." and the third word at least rhymes with Past. No one's fault, but an accident of history, popular culture and language.
I did suggest "Mortimer" or a variation on it alluding to Sir Mortimer Wheeler as that has...
- Recognition within the profession [if not a founding father he is the slightly Terry Thomas-ish risque uncle].
- Some recognition with the public or would soon gain such because...
- His profile offers a very distinctive image for a Logo- and echos of Sherlock Holmes with the pipe- that useful detective link.*
- He said archaeology is digging up people.
- He wasn't just clubbable; he was a great populist and used the contemporary media shamelessly.
- It is quirky, fashionably Retro [think the "Keep Calm and Carry On" merchandising] and lends itself to branding T-Shirts etc i.e. "Archaeology in danger- what would Mortimer do?" "Build a supermarket and trash a villa- What would Mortimer do...?" etc and other outlets i.e "Mortimer on Facebook, "Mortimer's Tweet's" and Mortimer's site on the .www [Mortimer's site geddit???] and perhaps a "What would Mortimer say..." campaign. i.e. Mortimer says: Local people + local archaeology =localism" .
Put it this way- which is the more direct and personal message. "WXYZ says...", " or "Mortimer says... "
Our branding must make people want to look twice, if only to say "what the XXXX is Mortimer." If they do that we have their attention.
We also need to have this branded quickly in order to start building recognition.
*You might rightly observe there are possible issues over using the name and image of a real person. My understanding is this. The name is just that- a name and names cannot be copyrighted. As Sir Mortimer died in 1976 he cannot be libelled or defamed under English Law [not that we would] and as we are posing a questions in our own right as a group and clearly not suggesting he is endorsing our campaign or passing on instructions from beyond the grave, in legal terms "passing off" so we should be OK legally there too. There is a marginal issue over using his image- English Law has no specific right to control ones image, especially after death unless it is copyrighted by contract by the deceased persons estate, so it would depend on from where an image was derived from as usual copyright would apply i.e. An original caricature would be copyright the artist. A photograph would need to be licenced from the copyright holder unless it was in the public domain. Technically if we were to use the quote I close the manifesto with on, for example, a T-shirt, that would also need permission and be credited on the item as it is from a literary work which was published in 1955 and therefore remains in copyright until 75 years after his death.
As it can be argued we are honouring his name on a not for profit venture in the public interest, in legal terms the question is "Where's the harm?" [to his name and reputation] and there is none.
However, as a courtesy it would be good to contact the Wheeler estate to let them know what we are doing and to seek permission to use the image and quote. If we go down this name route can any colleagues at UCL or who are FSA's help here with a contact or an image they hold the rights to which we could use- support in kind?
Website and Social Media
Effective use of these are essential. We need...
A simple uncluttered site with a few basic sections and an easy to remember and quote web address is required- not difficult.
The Sections on the site would be limited to...
Home - Campaigns- About Us- Blog- Donate-
That is it. Everything else can be constructed and linked under those headings.
Also a Facebook Page and Twitter Feed.
We would need volunteer moderators but the content would be primarily member driven.
A One Liner
This goes with the above- we need a slogan[s] to encapsulate the campaign and use as attention grabbers...
Suggestions so far include...
- "Your past, your home, your choice."
- "Your past, your ancestors, your choice."
- "Don't bury archaeology."
- "Art+Science+People= Archaeology."
- "Dig deep for Archaeology."
- "Archaeology We Dig It-" The Sun" [That is actually a genuine strapline from the Masthead of said organ- proof available if no-one believes me]
More seriously I don't know if the Mather family would allow this, but over a photograph of Pvt Alan Mather, "Archaeologists gave me back my name." would hit hard.
NB: For those who don't know Alan Mather was the Australian soldier who was identified thanks to the work of the Plugstreet Project and that work encapsulates both the professionalism we aspire to and the use of professional resources which are not available to volunteers and local groups, but within the context of a project which draws its personnel from both professional and vocational archaeologists, from several nationalities and is both accessible and accountable.
Boots on the ground
This will not work unless there is a strong regional presence to drive the initiative forward and engage with the media and political system at all levels in the regions. But we need to set it up quickly and cheaply.
All the principle national archaeological players, CBA/YAC, IfA, RESCUE, Battlefields Trust, and interested parties like the NCMD have some form of regional presence. The proposal is to use this as the basis for regional "Mortimer Groups" across the UK who would coordinate local campaigns and publicity. These groups would also be set up to include representation from the contracting units, the University's and the education sector including YAC and most important of all the local Societies and other environmental interest groups such as local wildlife groups, RSPB FotE etc etc. The idea is to foster broad local support across the those active on environmental issues. We help them, they help us.
- Each regional "Mortimer Group" would sign up to keep the central site informed about regional developments, campaigns and issues in as close to real time as possible so that if a major issue- a Newbury Bypass or Dover BA boat- came up the response could both fast and, if appropriate, national.
- Each "Mortimer Group" would also undertake to raise the profile of archaeology in their local communities by attempting to get at least one positive archaeological/heritage story into the press and local media every week and maximising publicity on any archaeological activity in their area. Any controversial issue would also be flagged up for local or national campaigning purposes. [This is like the old CND Telephone tree].
The Pitch
Of course none of this is any use without something to sell. He is a first draft "manifesto" for want of a better word. I hope it contains the thoughts and ideas which have been shared in the discussion thread and other forums please feel free to comment and suggest new concepts or wordings...
STARTS
Archaeology has never been more popular.
Today you can watch archaeology and history on television 24/7, often on dedicated Channels. In fact research in 2007 found that a fifth of the population watched at least one and often more heritage themed programmes per week.
That has to be because archaeology starts to answer those most basic questions. Who am I and where do I come from?
The fact that archaeology does this using a unique combination of human canniness, teamwork and dexterity, coupled with high tech science means it is like the best kind of Police procedural thriller where we are all ordinary heroes; all at the centre of the investigation and we are never quite sure of the ending which it is in our power to discover.
Archaeologists can look for answers to the big questions like how diseases developed and how we have developed as a species. But by looking at your DNA we can also allow you to meet your own ancestors and discover where your family came from. By looking at the strontium in a skeletons teeth we can even tell where that person grew up. Archaeologists help preserve buildings which are important to the community. Forensic Archaeologists help solve appalling crimes and keep you safe. In the military training areas archaeologists even help maintain the environment which helps our armed forces learn how to stay alive in a war zone. While those who died in war zones almost a century ago can be given back their name and identity and be returned to their families, by archaeologists.
Most important of all, the work of archaeologists brings people of all ages and backgrounds into conversation with our ancestors and each other, in the landscape our ancestors built, which we live in and hope to pass on to the people who follow us.
As part of that conversation, every year millions of us visit heritage sites and museums, take part in themed festivals and living history events, attend talks and walks, go metal detecting and report finds to the Portable Antiquities Scheme and best of all, take part in excavations organised by local Units, Museums and Societies, all of which rely on the skills and commitment of archaeologists.
But all the people you see on TV; those who protect and bring to life the castles, stately homes and cathedrals we visit; those who identify the finds and look after the museums, those who lead the walks and support the excavations are only able to be there because, full time or part time, paid or un-paid, they were offered the opportunity to become passionate about archaeology and obtained the training in the class-room and in the field to do archaeology properly and effectively.
Today that opportunity to contribute to the conversation and make our communities and environment a better, richer place to live is under threat and could be denied to our children.
- Universities are closing or merging the archaeology and extra mural departments which supply the trained archaeologists of the future and the full and part time courses which remain are becoming un-affordable for ordinary people, especially those who just wish to pursue archaeology as a fascinating hobby.
- You can't take an archaeology GCSE any more and the government has decided Humanities degrees like archaeology don't have an economic value to the UK, so they are not going to be subsidised at University putting them under even greater threat.
- Any national or local weakening or of the requirement for archaeology in the planning system will cost irreplacable information about the past. Archaeology is a small price for developers to pay for a responsible, sustainable future.
- Local Authority archaeologists and museum curators who are the foundation and gateway to local knowledge about the past are being made redundant and Museums and Libraries are being closed.
- The Council for British Archaeology, which seek to link professional archaeologists with those in the community and foster archaeology in education is facing a disproportionate cut in its funding which threatens its existence.
- Lottery funding is promoting some fantastic work such as the Thames Discovery Programme, but when the Lottery money ends so do the Projects. We have to ask- What comes next and who will be there to provide it?.
It does not need to be like this and that is why we created "Mortimer."
MORTIMER'S MANIFESTO
"Mortimer" is the campaigning mouthpiece for the whole community of UK Archaeologists and is named in honour of the great pioneer of popular, public archaeology, and TV Personality of the Year two years running, Sir Mortimer Wheeler.
Mortimer is not affiliated to any political party, commercial company or existing archaeological organisation. It is membership led and volunteer driven and has two simple aims...
- Promoting Archaeology as something good which must be nurtured in our communities if we truly care about the environment.
- Ensuring people have the chance to participate in Archaeology at any level they choose, by making a partnership with society where archaeology is an inclusive and sustainable part of all our lives.
Like Sir Mortimer, we believe that, at root, archaeology is about digging up people. People as individuals, their lives and their influence on the landscape we all inhabit. Because archaeology is everywhere around us we also believe that everyone who takes part in this activity and who is passionate about it, is an archaeologist and deserves a voice as a member of that community. Mortimer is that voice.
Mortimer values professional skills and experience and because of that we we will campaign for the proper resources which are required to research and conserve the past; but we believe that archaeology must also include those within who's communities that archaeology takes place. That is why we also believe that archaeology is best done as a sustainable partnership between professionals in the Universities, Local Authorities and Archaeological Units who are daily recording and saving information about the past for the future and the archaeologists who take part for love of the challenge of finding out how their own communities came to be.
Finally, and most importantly we do not see archaeology in isolation. We set out to work with the wider community of inquisitive, interested, committed people of all ages and backgrounds, who care about their environment and the natural and historic treasures which make it up.
The Historic Environment and the Natural Environment are one thing- The Environment. It belongs to all of us and we are all responsible for its care and for handing it on to our successors in better condition than we found it.
Mortimer will tell you about the good things archaeology does in the community everyday all over the United Kingdom and campaign with like minded organisations to ensure there is archaeology there for you to see, enjoy and take part in.
In return, if you are passionate about archaeology tell Mortimer why.
More importantly tell your friends, your local press and your local councillors and MP's whatever their party affiliation.
Our interest is in the past but as Sir Mortimer himself said:
"All archaeologists must live and plan adventurously for the future."
"All archaeologists must live and plan adventurously for the future."
DRAFT ENDS
As I said- it is only a draft. Please feel free to comment.
Timetable
Now- 28 March: Draft the Manifesto- online discussions
During W/C 28 March: Turn our online discussion into a public Launch Manifesto and Web Site
April 2: 14.00 Woking: Open Meeting to discuss the initiative after the RESCUE AGM. People will be asked to adopt the Manifesto and begin campaigning under the banner.
ASAP: Regional Meetings to begin setting up "Mortimer Groups."
Spring Summer: Introduce ourselves- Seek a Delegation to Parliament with all archaeological groups represented under the "Mortimer" banner.
FYI We have been offered a Stand alone Website with an interested colleague generously offering to pay the start up costs but we need a name for this.
NB To accept donations we would also need a bank account which can be properly managed and audited. This might be an opportunity for support in kind for an existing organisation as long as the arms length principle was maintained.
I know there is a lot here and not much time in busy schedules so your thoughts and input are as always appreciated.
Andy Brockman
